Just use simple Q and A form here: http://www.learn2design.net/login/secure/interface/eval.php to see if your website meets established design standards. Using this checklist form you can rate your website (or anyone's) to make sure you've got all essentials covered effectively.

Now hard part; you have to answer questions honestly and objectively! I know, it's your baby; you've spent countless hours nursing it to stardom. But now is time to make an honest assessment. (Pretend its someone else's website if that helps.)

The form should only take 5 to 10 minutes to complete and at end there is a brief description of what your score means and what you can do to improve your site.

How landing pages work. One of our clients, TravelStore, a leading California-based travel agency, started a pay-per-click campaign last year. We designed a template that’s easily modified to create a landing page for each destination. So when a prospective client searches Google for “Australia Travel” for example, they click on TravelStore’s ad to arrive at a relevant landing page.

The landing page offers just three options: fill out a vacation request form, contact a travel expert, or call toll-free number. Since we began campaign in October 2003 conversion rate is over 38%.

Measure results. Web analytical tools help you measure effectiveness of your landing pages. Google has a free conversion tool for its Adwords customers. You can learn how to improve your conversion rate by comparing two different landing pages. But change only one element at a time so you know what impact is of each change.

Barry Harrison is the author of "REDiTIPS" eMarketing Newsletter and a partner in Resolve Digital, Web Strategies for the Real World.