Your website sucks because I don't even know what you're selling
Every single visitor to your site is a victory, and an opportunity. Out of all the queries they might have typed into the search engine, they chose one that points to one of your pages. Out of all the search results, they clicked on yours. Amazing.
Even more amazing is when someone comes in with some trust and familiarity already established. Maybe they googled you because a friend mentioned your product favorably. Even more amazing!
Unless what they see upon landing is completely inscrutable.
Unless, after developing an interest in self-hosted alternatives to Google Drive / Dropbox, and talking to a trusted friend and expert in the field, and finding out that they use a thing called “pydio” for file storage, and excitedly typing “pydio” into the search engine and clicking the top result … unless after all that, they see this:
What is Cells? Why should I care about a new data architecture format? “Makes compliance monitoring and reporting easier” - easier than what? What am I looking at?
The fact that there’s no visual representation of the product is a problem I’ve complained about before, but this goes further. There’s no indication of what the product even is.
Here's what you can do
Make sure the top section of your homepage clearly communicates what your product is, what problem it solves, and what steps a visitor can take to become a user.
(For bonus points, you should also convey who it’s for and what makes it different from alternatives.)
Test and iterate on this language until it’s as elegant as possible.
For inspiration, here are some examples of homepages that state what the product does:
If you have an exciting announcement to make, use a narrow banner at the top of the page, or a section further down the page, or even an annoying popup. Or even all three.
But remember that (a) nobody is as excited about it as you, and (b) new visitors have to understand what you do before they can celebrate amazing new features.