After going through random landing pages, I've seen very few that are really targetted. Most of them are pretty general. There is really only one think to keep in mind. Who is your target audience? I'll use IncomeMatrix.com as an example. When you land on the website, you'll have a choice of seeing 2 message. One for individuals looking for a home based business, and the other for existing home based business owners. Basically, I've split up the messages instead of a combined lengthy message, which will improve your conversion rate due to having 2 targetted messages catered to the 2 groups of traffic. It's fairly simple and easy technique to use. It gives your lead one extra step before they see your message, but it makes for a noticeable improvement for your conversion.