Why are we interested in using the landing pages on our website? You have a much better chance of turning a visitor into a customer or a conversion without the distractions you usually experience when you land on the front of a web page. A nice customized landing page can ensure the visitor is looking at only the information they need to trigger the action that you desire from them. Your landing page will be reduced to a layout that encourages a particular action. Your landing page will emit extraneous links or options. You might consider developing a landing page for each distinct type of client that accesses your site. There may be several well defined groups that benefit from your product. If each groups’ benefit is unique as well you can craft your landing page and sales copy to uniquely address their particular need. Strategy. Your strategy should speak to the topic that brought the client to the page in the first place. If your ad was for men’s watches for instance then the page should be completely dedicated to that one subject nothing about handbags, shoes or neckties. Elements like images and videos explaining the product should be compelling and appealing. Simplicity. Keep it simple. Again the strength of a landing page is the simplicity and the single-mindedness of the content. It can be focused on one simple idea. Menus and widgets that usually make up a web page layout must be avoided if we want the user experience to be like a greased shoot sliding them irresistibly toward the desired action, a sale signing up for a newsletter picking up the phone or whatever it is that you want the prospect to do then the page must be simple and single-minded. Focus. The landing page should send a clear call to action. It should be obvious to the visitor what he is being asked to do. The most compelling information should be above the fold and above the scroll line. Using videos to explain or demonstrate your product at the top of the page just under your headline is an excellent strategy for this. Speed, the page must load quickly, be free of complicated query and flash elements. The page must be targeted, again if the person searched for men’s watches then that’s what the page should be about. The layout must be simple and have as much of the compelling information above the fold as possible without crowding it and what I’m talking about above the fold, I’m referring to the portion of the website that you can see without scrolling. Testing. Don’t presume you have it right. Try different layouts, make small changes, try moving the action buttons around, try different colors for the text watch videos on YouTube that refer to the science of AB and split testing and learn the basics. It doesn’t matter if you think a strategy or a layout will work or not until you test it. You just don’t know.