The headlines and copy you use to interest a product customer will probably be quite different from the way you pitch someone interested in your business opportunity. Remember to have your entry pages clearly tell readers what you want to offer them. Give them some exciting copy. Don't make them click through several pages to find out what benefits you offer. Some time back I beefed that too many web sites didn't have enough words to explain their offers.
Some sites are all pictures with very little copy.
Now it looks like a lot of sites have gone the other direction. In an effort to maximize sales, they put dense copy about all their offers on the opening page of their site. The latest thinking among advertising experts is a page filled with lots and lots of copy is jarring. I don't have time to read all this. It's often better to trim your opening page offers down to just your most essential elements.