10 Landing Page Optimization Tactics gives this advice.

In today’s “give-it-to-me-quick-or-I’m-out-of-here” world, you need to keep your landing page very focused and pretty simple.

Why do people have such a quick draw on relevance?

Perhaps it’s because the barrier to entry for new products, new services, new advertising, … let’s face it, new annoyances … has become so small that any clown with a computer can get his voice on the street.

If you were going to pay $100,000 on an ad campaign, you’d going to take some time and do it right. But if you can whip something up in five minutes and start driving paid search traffic in another 30, you might not be so concerned about quality.

The web is full of cheap garbage and shoddy pages because it’s so easy to do.

Your visitor is looking for something. To find it he has to wade through 100 pages and decide if you’re one of the 99 bozos or the 1 keeper. He doesn’t have a lot of time to fool around.

You have to build trust by making it clear that

• your page is relevant to his search,
• you’re a trusted and trustworthy merchant, and
• it’s easy for him to do what he wants to do … get information, buy a product, whatever.

I don’t believe the problem is short attention spans. Once you build trust and convince the user he’s in the right place, he’s willing to hear you out.