Not every business' needs can be met optimally with a single landing page template, so you should never create a carbon copy of someone else's page just because theirs works. There are, however, some key features that make MOST landing pages resonate.
Some people feel like optimizing their hashtags looks "desperate" and "spammy" which it totally can be. But writers and content marketers have figured out a way to optimize web content for SEO and include KWs in their copy without always doing so at the detriment of quality content and/or brand delusion.
Just when you thought you had a handle on this whole social media marketing thing, SMM starts growing out of control like that house party you threw during senior year that started off as "just a few friends" and ended up with a police report and some unnecessarily high bail.
Did you know that you can get free advertising from Google? Many small and medium businesses frequently forget that through Google My Business (formerly Google Places), they can receive totally free advertising help---instead of paying for PPC ads on Google.