Depending on what visitors you want to target, your page should influence the right segment depending. This depends on the where they are in your marketing funnel. e.g. If you are planning out your Top of the Funnel Lead capture then a good idea would be to capture email leads only.
You can use social proof in your headlines in lead capture pages. e.g. by showing how many users have signed up in the last week, which makes the visitor think “well, if all of those users like the service they must be worth checking out!”
A lead page could have multiple buttons across the landing page but the primary action on the page or the page goal should be consistent. Lead capture pages have a stronger need to get people to convert than other types of landing pages like a Click-Through page. Make sure, you include the Call-to-Action multiple times and include enticing text copy to support conversions.