Besides the call to action, some pretty graphics and such what else does a landing page need? I've heard not including a contact us and privacy policies etc. can compromise your QS. Guide me.
I'm assuming you talking about landing pages from PPC since you've referred to Quality Score. You want to include the same words used in your ad campaigns on the landing page, it's not only good for your QS but also converts well with visitors to your landing page. Having a privacy policy also supposedly increases the quality score. Apart from that, 1. you may want to avoid offering more than one product or service on the page, focus on one service at a time unless they're really complementing one another and would serve as a choice for the user 2. avoid links to other pages, even those within your site, it could lead them away 3. having a simple sign up form with minimum number of fields, if you really need a long form then break it down into 2 steps where you capture the email in the first step so even if they don't complete the 2nd part of the form, you can contact them and have another go at convincing them 4. not too many graphics unless they really fit in with the concept of the page, a good and neat design will do There are many other factors that make for a good landing page but these are all that come to my head for now...I know there're many more, mind's just not working full capacity for now