This page requires particular attention for two main reasons. One,iIt is the first impression new visitors/customers get when they arrive at your site. Two, it is likely to be the same page return visitors see each time they come back to your site.
In the first instance it is important that this page provide immediate value for your visitors. If it doesn’t have something they are looking for and can make use of right away they are going to “bounce” right off of your site, most likely never to return.
Give first time visitors value on the welcome/landing page of your site and you will be rewarded. Visitors will stay longer, come back more frequently and tell others about your site. All of the behaviors that will lead to your site becoming more successful.
In the second instance, the returning visitor, your welcome/landing page needs to provide familiarity. It should be thought of as the dashboard for your site, letting returning visitors memorize the navigation controls so each visit they become more efficient at interacting with it.
The pedals and steering wheel in your car don’t change places or function from day to day. This makes it easy for you to get behind the wheel and operate your vehicle with very little frustration. Your welcome/landing page should follow this model. If you have to make changes make sure they would provide drastic improvement to your visitors experience otherwise try to keep the page as familiar as possible.