One place to start is with the text from Q1210's Q&A . I beleive the 'press release' section was intended to be like an eBrochure. I think it should be augmented with maybe a little tutorial on 'how to get started' in more a step-by-step approach with the links spelled out. e.g.
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My reasoning for spelling it out in a step by step is that many people feel more comfortable (and therefore more likely to do it) with this method, especially the less computer literate. Many accomplished genealogists are more comfortable with paper and with searching the internet; not necessarily with 'changing the internet'. This is particularly true of retirees who have the time to go to the library, go to archives, go to the cemetery. My experience has been they are also the ones more likely to go in person to the society meetings. I think that audience would greatly benefit from this site, and we would greatly benefit from their participation.