Regarding the "number 1" value proposition, and given your audience is the small-business type, creating the "why" from the "what" is normally a small step.

For example, the "what" is "free forever", so the "why" is "save money and not increase monthly software subscription fees, keep my budget in line with the size of my business, grow with you, etc." Just change the point of view, and you'll get your why.

The "what": super cool features that provide enough flexibility for the credit, but simple interface. The "why": because small business is about ideas, and ideas need a voice and a face. And sometimes the idea is a quick one and I only have a few hours this weekend and the site needs to be done ASAP. Hope this helps you get the wheels turning.

My other feedback is styling: make the text not be aligned or sized so one word is left hanging below a full line. Check different phone screen layouts maybe? Just bugs me to look at. But I do like the overall color a lot. Nice!