Conversion pages need present a compelling offer. To convert traffic into leads it's a good idea to present the form above the fold, like this template. If you're driving paid traffic to a conversion point this is a great option.
Premium content like eBooks and whitepapers requires a slightly different layout. This template design puts your message and large visual front and center. Visitors will be presented a fantastic presentation that will compel them to act.
This is a great place to add some additional context. Talk about your offer, your organization, or connect with the pains and triggers of your audience.