Thanks Ned, lots of good stuff there. However I would add some points.
1. The page layout should enable a person scanning the page to be in absolutely no doubt where the next click should be - ie the call to action button should stick out like dogs balls and be able to be seen by a blind person. Buttons should scream CLICK ME! They should not be cramped by surrounding text.
2. The flow of the page should be sequential - ie could use ABC or 123 or arrows to clearly show notate the intended order of reading. Blocks of text from left to right also will achieve this.
3. Images should not distract from the message - in the example the image takes up a quarter of the page - images should support not distract (no hot chicks).
4. Links - if possible there should be only one link - the link attached to the big call to action button. If not possible then privacy and links to the home page should be minimised and out of the way. No non essential links should be on the page above the fold.
5. In the example layout the bottom two text areas are just an unnecessary distraction - put non critical stuff below the fold.
Here are some landing pages from some banks. These aren't that great but were the best of the ones I could find at short notice. There's heaps of issues even with these ones but they mainly get it right.
http://www.bankwest.com.au/telenet16
http://www.hsbc.com.au/1/2/platcard
http://promos.stgeorge.com.au/maxi-saver/
http://info.westpac.com.au/creditcards/LP/debtconsolidationlowrate/
http://www.nab.com.au/wps/wcm/connect/nab/campaigns/personal/25/2
I like this one as well although the call to action buttons could be bigger.
http://www.lifeinsurancequotes.com.au/
This one tries hard but then fails spectacularly at the final hurdle (placement of Apply Now button).
http://www.nab.com.au/wps/wcm/connect/nab/campaigns/personal/45/1