To restate Scott: The product's main page must, in few words and clearly, tell me what the product does. It's the elevator pitch for the Web age, where surfers don't have to wait for the lift to reach the first floor before I leave.

Too many product sites start with a release note list. Or what's new. Or the features or benefits or both. Sometimes it is an exercise in reading akin to reading Delany's deconstructionist works. Screenflow gets it right from the top: ScreenFlow/Professional Screencasting Studio.