A landing page that converts is a successful one, so when you think about design then you should only consider how that relates to revenue.
It isn't important that a landing page is pretty; if it makes money, the ugliest page in the world is a thing of beauty: website conversion rate optimisation is sometimes counter-intuitive like that.
Don't waste words, keep it short
It's no secret that people have a short attention span and you have a matter of seconds to truly grab a potential buyer. Lose them for a moment and they could well be gone forever. Adopt the tried and trusted sales techniques, pitch to the pain, provide the solution and show them how to buy. That's more or less all you need to do.
Web pages benefit from bullet points, which are especially effective in the middle of the text as it gives the viewer a moment to recover. Also use clear headers and selectively bolded text, but steer clear of italics and a variety of fonts.
Use contrasting colours
Don't use too many colours or your landing page will end up looking like a child's art project. You should, though, make sure your call to action stands out. So use strong, contrasting colours to draw the reader's attention where you need it. Don't be afraid to use a bold colour for your CTA and experiment – different colours have been shown to raise conversion rates by up to 20%.
Branding is always important
Your landing page, by definition, is the first page your potential client sees, so make sure your header and logo are all present and correct. It's essential to maintain a coherent brand image from your landing page through to the payment area.
Lay out your page clearly and create a truly user-friendly image for each and every landing page. Make it easy to sign up for more information and always remember to make the page look like a slick, professional introduction to your company.