I`m not saying that the site is offensively thoughtless. I`m using the above phrase to highlight what I mean by "passive." The reason to become more active is to make a sale....get people emotionally involved with the product to the point of wanting to subscribe, purchase, etc.
What I get is a result of a combination of small cues. For example, on your home page you have:
- Guardrail is an easy-to-use product.
- It`s easy to install and manage
- It lets you decide on content
- It allows you to review sites.
Now on the surface, all those are excellent statements as to the features. That`s why I like the site, generally. I get it, I understand it, and saw right away what`s the product.
But where are the benefits? And that`s the subtle problem for a lot of businesses.
What if you went to buy a car, and the sales person tells you that the cars are easy to drive, simple to maintain, let you decide where you want to drive, and that you can choose when to start or stop? Would that build your passion about buying a car?
Ultimately, the question is what are you selling? Are you selling Guardrail, the software?
Or are you selling something intangible, relating to the health, safety, and happiness of a family and children?
I`m suggesting that you`re really selling the value of child safety. But your site focuses on selling a piece of software. Does that help?