It should not be a dead end, or a bridge page. Should not claim unrealistic or hyped promises (like grow hair in 2 weeks) and should provide "useful" content to the landing visitor related to the search term. It is good to have essential navigational links, including TOS, Privacy Policy, Disclaimers, Copyright Information etc.
First of all your goal is important, do you want to sell a product or generate leads for your local & online business? According to your goal a landing page should be designed, I can consult you if you want
Try to learn copywriting. I can recommend you many tools for optimizing your landing page and copywriting learning material. Just PM me. Success for you.