You could start by adding what you do, what your website does, and how it works to the ABOUT page.
The cutesy pictures on the ABOUT page say thousands of words of nothing.
The cutesy pictures on the ABOUT page say thousands of words of nothing.
Maybe they are missing a "how it works" page. I know the video explains it, but many people don't have time for it.
A few paragraphs work faster. I don't have time to watch a video on every throwaway site I visit from a link.
EDIT: http://www.noteslate.com/ is a perfect example.