To achieve this goal (and to increase the conversion rates of your landing page), Ralph Wilson states in his e-book "How to Develop a Landing Page that Closes the Sale" that every element on the landing page should point the prospect to that specific goal.
You should stay focussed on this goal:
- Don't distract your prospects with additional links to other parts of your website: they'll get lost, confused and eventually leave your website without doing what you want them to do.
- Do provide several types of links to your offer: a text link, a button, an image. People like to feel that they have a choice.