Jon Miller does a great job of boiling down landing page science to ten tips. These will get you 90% of the way there.
I've couched this in a somewhat negative light because there is actually an array of forces lined up against you in implementing these.
For example:
"Focus your page around a single call to action, such as a free whitepaper or demo. Avoid the temptation to include extraneous company information."
Inevitably, corporate product boilerplate wants to find it's way onto your pages as the design is implemented. It's very dangerous. The sales equivalent of this is "when the prospect says 'yes,' shut up." By clicking through to your lead generation page, the visitor has said 'yes' to your offer. Shut up and take their information.
"Graphics are the #1 thing that draws the eye"
Ever hear "our site template has a little flash animation, so we have this on your landing pages as well." Yikes. Draw the eyes to the offer and the way to take action.
Remove the Navigation
Oddly enough, this is one of the hardest battles to fight. The Web managers think that "if they don't fill out the form on the lead generation page, at least they can go somewhere else on our site." Web visitors and buyers are always looking for ways to delay the buying decision (even if it's a free whitepaper). Don't give them any. It's not in their best interest.
Happy conversions.
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