Widemile.com does landing page optimization. They have a list of 10 Common Mistakes to Avoid When Creating Landing Pages that you should take a look at.
I’ll summarize: don’t be distracting, confusing, or dumb. If people are there to buy something, then help them out, don’t get in the way.
I’ll quote #5:
“Prospects are easily confused when a landing page lacks a clear goal or important elements are unclear or appear off the screen. Make offers bold and easy to accept.”
Easy to accept is what we harp on a lot. Do Not Get In The Way.
Further, treat every page in your site as a landing page. Make every page so the visitor does not get confused and leave.
Here is Widemile.com’s pitch for landing page optimization.
Now here is your homework: in my last post, I gave three easy steps to look at a website’s seo. Do #2 (pagecount) and #3 (sites linking in) for widemile.com.
Results: pagecount is 95, and sites linking in is 14. For ‘conversion marketing’ they are first page just above the fold, and for ‘landing page optimization’ they are not on the first page.