Remove choices: You should be very clear about your desired conversion action (whether it is a sale, download, form-fill, or simply a click-through to another page). All other clickable links or choices on the page should be eliminated or at least visually de-emphasized.

Keep your promises: Your visitors arrived from somewhere, and an expectation was set before they even landed on your page. This could have been in your pay-per-click ad, a third-party blog posting, or a comparison shopping engine. Make sure that you understand the context from which they arrived. It is critical to align the content of your landing page with their intent and expectations.