Although there are no exact formulas or written laws on how to make a perfect landing page, there are some common rules that can help you to increase your chances of making a successful one.
If you are looking for tips for your next landing page than you might find these advices handy:

“The goal is not to spend more time doing your landing page than driving traffic to it or creating results with it.”

Don’t waste too much time doing it

After you are ready with putting together the sketch of your landing page go and show it to people who you find similar to your potential users.
You should think about your final customer:

Who is my landing page serving?
How is the person I want to attract with my product?

Seek advice and figure out what their objections are with your product, or what are these peoples needs. Ask for honest feed-back and make the necessary improvements, but don’t waste too much time doing it. Focusing only on the landing page itself can be a waste of time and energy. The goal is not to spend more time doing your landing page than driving traffic to it or creating results with it.

Anything you say can be used against you

Don’t lie to your customer, remember that anything you say can be used against you, and someday it will be if you don’t pay enough attention to trustworthiness. Focus on building a honest image and don’t force something that is not representative for your company. Customers can observe that from miles apart and this will generate distrust among them.

Personalize

Reflect your true image right from the start. Instead of using custom stock photos, use personal pictures of your team, make your page original and remarkable.
State from the beginning what is the main reason of your page. Use short description, don’t be boring or to generic. Show and express what are you passionate about and build your image around this. Have in mind your customer when designing your page and make sure that the colors schemes and images used speak to him. Align everything on your landing page with your audience.

“A clear CTA will keep your customers comfortable and they will feel that they are in control and they know exactly what to expect or what they will receive.”

Craft a killer CTA

The exact number of CTA buttons on a landing page should be: one, and only one.
A clear call to action will keep your customers comfortable and they will feel that they are in control and they know exactly what to expect or what they will receive.
What problem solves your landing page?
Give details about the benefits, be specific and goal-oriented. Avoid and eliminate confusing words, expressions, instead of these use action-oriented, clear language. Stand out by using contrasting colors and positioning right your one and only CTA button.

Suitable tools for your stage

Don’t use trendy tools only to create the image of a serious company. Companies often associate the usage of certain tools with the success of the company who is using it.
Use tools that you can afford and are suitable for your page. Don’t get confused: just by buying and using a tool that successful companies use doesn’t guarantees your owns success.

At the end of the process you shouldn’t only be summarizing how many sign-ups you have gained or how many e-mail addresses collected. Focusing on what have you learned during this and how can you make it better in the future are more important.