* say who it's for. Maybe "a tool that lets business owners automatically test their websites" or "site admins" or whoever is the target. That's to grab attention and let the prospect see "ah yes, I am in this category". Then you can discuss specifics. * pricing off the homepage is fine. It just should be available somewhere. Free trial usually involves signing up for an account, so I didn't even click. I'd want to be able to estimate the annual cost for my team before signup
Your site is similar to Pingdom, but more specialized in checking site funtionality, right? You could check out their messaging for ideas.
Edit: your page is actually pretty good btw. It was your Hacker News comment that I skipped past. Only hesitation on the site was not knowing pricing. Beyond that, I guess also knowing whether I need it, but I probably do.