Does all urls have to optimized including the landing page and sales page?
User friendly urls always increases trust so in turn they increases sales. So, yeah if you can then do it.
We optimize all of our urls. Its for the best.
The URL of a landing page should adhere to all rules of SEO friendly URLS. In other words, it has to be: Short and to the point – Long URLS confuse both search engines and users.
If URLs are user-friendly then it optimizes very soon. Search engine gives priority to such types of URLs that are user friendly.