Some more images of food would make this much more appealing. I never buy cookbooks that don't have a lot of pictures. Maybe at least a picture for the recipe of the week. Or some stock photos of beautiful looking plates.
I think it would be good to have some content without requiring registration (ie. the recipe of the week). For me, I want to see that I'm going to get at least some value from a site before I'm willing to give up my e-mail address.
cool site, couple suggestions,
1) center the whole page.
2) the Welcome image looks pixelated to me
3) thats it for now, i think your working on it atm.