Once you have identified the goal (and the current position in regards to the goal in case of old accounts) you should analyze the business with the objective to identify 2 key elements:
An unique selling proposition can be seen as something that makes your company and your offer different. This unique selling proposition is going to be a factor influencing the purchase decision of a client and attracting more people to your end.
If you own a Pizzeria, a good unique selling proposition could be “receive the pizza in 1 hour or you would get it for free”.
A good selling proposition for an airplane line could be “We refund 50% of the ticket price if our plane take of with more than 20 minutes delay”.
It is easy to understand how an unique selling proposition is visible (clients would notice it) and has a great influence on a final purchase decision.
You are selling a product or a service because there is a demand in the market that needs to be satisfied. Your offer represents an instrument that contains a solution to the problem (problem = a demand that needs to be satisfied).
If you are a car dealer and meet the demand of people that want to buy a car, your offer (the sales of car) can be a discount of 5% to the retail price to all clients booking a test drive online.
You should look at a landing page with the goal to identify the core offer of a business and how it could be phrased in order to be correctly perceived by a customer.
Once you identified an USP and an Offer you made a big optimizing step as you will have a clearer picture of what it is going to be the base of the whole sales process.
This "new" knowledge will give you a great advantage as it will let you create a clearer landing page that will definitively convert more than a landing page without an USP and an offer.