1) Stupidly simple messaging. To do this, talk to the people that are already using it and ask them how they'd describe it to someone who's not that tech-savvy. Try and phrase what they say as close to word-for-word as you can. "Supercharge your database development" meant nothing to me.
2) A very clear list of use cases/examples. I didn't actually get what it was until I saw the expense report example at the bottom of the page. These examples need to be called out very quickly.
3) A stupidly simple demo before requiring any input. I'd have the call to action say "Try a simple demo" and definitely don't require registration before seeing it. Trying to get me to start a 30-day free trial right away makes me leave the page before I even try a demo.