[ColinWright]

Imagine you could use their solution, that you have the problem that they're solving, but you don't know that they have the solution. Now imagine that you end up on their landing page. Have a look. What is there that tells you that:

a) they understand your problem, and

b) they have a neat, clean, efficient and effective solution.

Nothing.

They need to make it clear that they have a solution to a problem that you might not at this moment remember that you need solving.

I understand that you think I'm not in their target market. In fact I am, but that's not the point. The point is that a landing page should bring to mind why they need you, and make sure you know that they are a brilliant solution.