That question most probably depends on other factors. For example today I was listening to a strategy where you drive traffic to a blog article that may even have a video on it. So there is a good bit of content explaining the product or service behind it. In this case, if the next step was a landing page, it could be as simple as a little text that relates to what they just read and an opt-in box. An image would be good also.
Now if you are offering a free report or some type of free resource for that opt-in, you can have either an image or short video on the landing page and some bullet points and then an opt-in box.
Hope that helps.
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