The landing page is where visitors arrive when clicking on a link that leads to your web page. Landing pages need to be maintained and adjusted to suit your clients needs. You want to make sure the landing page is easy to read and has a clear message for your audience. If you have a website that is properly optimized and getting a lot of traffic, yet not receiving adequate conversions then you should consider redesigning your land page (home page).
First, you want to look at who is landing on this page and where they are coming from. Are they coming from search engines or referring sites? If they are coming from search engines then look at they keywords and make sure they are suitable for that page. If the traffic is from referring sites, look at the sites content and see if it coincides with your content. This will make sure your traffic is the correct traffic that is ready and willing to make a purchase.
Your website should not appeal to everyone as this is too general. You want your site targeted to a specific niche within your field of interest. This will make it easier to target those keywords and get the traffic you seek.
Don’t forget that you can always try different landing pages to see what gets the best results. Try having landing pages in different colors or with a different navigation layout. Also, try different content on each landing page. Take all this research and decide on an optimal site layout.