1. Page Width

If your target audience is tech un-savvy folks - go with a narrow screen width. 780 pixels. If its folks keep up with technology, go with 960 pixels.

If you're designing for cellphones, reduce your width accordingly.

2. Column width

Readability tests have shown that 50-60 characters per line is the optimum. More text than that per line and people's reading speeds decrease. And their comprehension takes a dive too. So sticking with 500 pixels per column of text is generally a good idea.

3. Landing page style

Basic formula to keep in mind is: AIDA

* Attention

* Interest

* Desire

* Action

Follow them in sequence.

Good post to read: http://zygote.egg-co.com/designing-to-sell/

Advanced formula is creating landing pages based on your target audiences personas.

Step 1: Figure out all the types and segments of people who will visit your website. http://www.futurenowinc.com/personas.htm

Step 2: Determine what you need to do to persuade each of these types of personas to take action

Step 3: Create different navigational pathways for each of these persona types.

Good book to read: Waiting for Your Cat to Bark http://www.amazon.com/Waiting-Your-Cat-Bark-Persuading/dp/07... (Note: its a book with excellent content but reads like a boring textbook.)

Good website to deconstruct and learn from: http://www.theleodiamond.com/ (This website is created for 6 different persona types.

* Very curious analytical type people who research before buying

* Folks who are fashion conscious

* Girls choosing the diamond

* Guys choosing the diamond

* Media, investors etc

* Folks who already know about Leo Diamonds and just want to find the nearest location

Can you see how different keywords and linking / navigation structure is used for each of these personas?)