A good landing page is something that is tailored to your audience.  Any good brand knows their audience and will create a different landing page for each one its customer types.    A personal brand is no different.    When brands advertise on the web and present a link - that link should go to a customized landing page not to your home page.  I am currently reflecting on how I can create better landing pages for my personal brand.   I am going to start by listing everything I know about landing pages. 

• It should deliver a simple message and not try to do everything.  This is the difference between being a jack of all trades and a branded specialist.
  
• Let the visitor know they have landed in the right spot.   If you are trying to pitch your skills dont dilute the message by talking about an unrelated hobby.
  
• Use a catchy headline that resonates with the offer and relates back to where the user found the navigating link.  This is related to the point about landing in the right spot.   If my link advertises an software architect then the landing page should reflect this.
  
• The content of the Landing Page should match your advertisement.  Hell, Im repeating my self - but its an idea worth reinforcing.
  
• Dont include too many images and extraneous links. 
  
• It should contain a look and feel of your brand.
• Determine ahead of time who will be landing on the page and write copy that is specific to that persona
• Communicate your value in words the reader will understand not gobbledygook.  Use strong factual language.  Everything else is unsubstantiated puffy words.  
  
• Include testimonials to allow the visitor to feel some affinity and to factually demonstrate your worth.
  
• The landing page should just do a single thing - its not your home page.  I think too often we just list our website - and we should instead list a more targeted page.
  
• Make your call to action simple and clear.  I think that as a personal brand it may not be a call to action but a strong factual statement of value.
  
• Present more than one call to action to allow the visitor to have some easily understood choices. 
  
• Dont use drop downs to force the reader to navigate.  
  
• Spell out your offer in a clearly choosable way without extra navigation
• Dont ask me to read a bunch of other stuff - Im not gonna do it
• When asking for information only ask for the very minimum.  And for God's sake dont ask for credit card information.
• Write using the second person - For the love of Pete - dont talk about yourself.  Are you the kind of person who writes about themselves?   I think this holds true for the personal brand too.   Your value should be stated in terms of how you help your customer.
  
• Beware of using too many words.   Its best if you keep the copy short - particularly for a customer persona who is just looking to get a free paper or to register for a service.   If your visitor is clearly ready to buy or is at least investigating then you could probably use more words.
• Say the most important things first - people barely read these days.
• Keep your paragraphs really short and above the fold if you can.  Write using bullet preferably
  
• Get rid of the usually home page navigation - its a distraction
• Clearly state your anti-spam and privacy policy if this is pertinent
• Use different Landing Pages to test different offers
• The page must be neat and clean and convey an element of trust.
• Use the graphics, whitespace and text to lead the eye to the conversion form. 
  
• Signup form should look easy to fill out.  We are always thinking about reducing friction.
  
• Your pitch should be factual.  Dont say "Increases Productivity" - instead say "Increases Productivity by 24%"
  
• First impressions matter.  A decision is made in seconds whether to continue.
• If you use a graphic - give it a caption and make it clickable to get more information
• You can refine your landing page on the fly by providing links to other more targeted landing pages.  The links would have keywords of interest to the visitor - if they are attracted to the keyword then they might drill down to a more tailored page
• Did I mention - all this stuff should be tested.  Adjust the text and layout to increase conversion.
• Consider using a "Thank You" page if they register.
• Give your landing page an easy to remember url
• Figure out your keywords and use them in the link text that get a visitor to the landing page.  Good keywords are not generic like "Business"  but like a good brand are qualified as "One Person Business" or something like that
• Try not to be boring
  

Marketing Sherpa - Landing Page Handbook