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In response to your questions-
1) Yes, it is clear when you come to the site what is on offer. That is not an issue.
2) First impression is that not much time was spent concerning the graphics. It is fairly bare bones. Also, the color scheme could use a little work. The background grays are perfectly fine, but the yellowish green used in the logo and much of the text is a little harsh on the eyes.
3) I would not be enticed to sign up.
4) The site is missing a little more visuals, pics, to personalize it a bit. Also, I find it very odd that upon signing in you are taken to a WordPress admin page. Seems like an odd choice. Also, with your 'tools', the fact that you would have to enable 'Google Gears' to use, makes it seem like a site for 'fishing'
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