However, my first impression is very positive.
1. Database First
Great way to distinguish your product from traditional ORMs. I am personally not a fan of code first approach especially as a LOB applications developer. I have been writing code for 15 years and the database/schema has outlived each and every application that I wrote. (I am in full agreement with lukaseder's comment: https://news.ycombinator.com/item?id=10880942) As an experienced developer, they immediately made their value proposition clear to me and I wanted to learn more.
2. Examples
Side by side example comparing jOOQ to SQL. A great way for me to quickly see if I like their DSL design.
3. Convince your manager page.
I absolutely loved this: http://www.jooq.org/why-jOOQ.pdf
We all have worked with 'a technical manager' who isn't really technical. When you need to purchase a tool, you need to convince your manager and this page is as good as I have seen. All commercial software development tool product websites should feature a 'Convince your manager' page.