It reminds me of Roger (the alien) from American Dad. Not sure how I feel about that, but do agree that it seems a bit "friendly." The bulgy(sic?) right eye is what does it.

My biggest qualm is with the italicized header text. You use it as your logo text, the header, and the pricing, but it is difficult for me to clearly read.

6 items on the menu seems a bit much. While legality always seems to come up when talking about electronic signatures, I don't know if you need a completely separate item for it. Maybe Partners and Legality should go under FAQ, and Discover and About should be merged too?

How do you plan on taking market share from your larger competitors such as DocuSign, EchoSign (Adobe), HelloFax, etc.? I notice you do not have an API (yet?) and that would seem like a great way to increase your customer base (especially coming from HN).

Disclosure: I work at DocuSign