"no money = no value" is reductive
[Roast a popular company to target their audience.]
[Help visitors feel the pain associated with a problem, and point to your offering as a solution.]
[Show visitors what to focus on instead of expecting them to imagine everything.]
[Some calls to action can be de-emphasized to guide visitors to what you truly want.]
[Highlight longevity, by showing a timeline of how long you've been at it.]