There’s three types of visitors to your web site and you need to target all of them.
From the category archives:
Customer acquisition
Poorly presented copy is a barrier to customer conversion. Your text needs to propel visitors through your site, answer their questions, and persuade them to act.
Most visitors leave your site after landing on the homepage. Conversion rates are notoriously poor. Why?
Your homepage needs to be persuasive, not just usable. It needs to compel visitors to dig deeper, to taste the honey.