Depends on many things, specifically who your customer is, so I would keep them in mind while designing.
General things (in no particular order):
1) Follow the golden triangle
2) Keep it simple and plenty of white space
3) Try to keep everything above the fold
4) Follow the AIDA formula (thanks to WPW member Duncan Pollock for pointing this out many times over)
5) Research your competition
Amazon.com is doing a better-than-fair business with their layout, check them out. Gross profit of 719,000 this past quarter can't be all that bad ;)
Also you can Google "landing page tips" too.
Hope that helps!
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