Building a solid landing page seems so easy until you have tried one and failed to sell. The formula really isn't too difficult, but it does work if you get yourself out of the way: 1) outline a clear value proposition, 2) provide a call to action (+ a cost if there aren't multiple pricings), and 3) build trust. #1 and #2 should always be above the fold and the most visually prominent. Anything else on the page that doesn't build trust should be ruthlessly cut if you want to focus on pure conversion.<p>It's easy to forget that YAGNI also applies to landing pages. Don't waste your time giving secondary information. They can get to it later. If they don't convert, they ain't gonna need it.