It's obvious there has been a tremendous amount of development time invested in the project. Looks great, feels good. There are many site builders out there, so I think execution counts for a lot.

Two quick suggestions:

1) Get a demo video up on the homepage. Show a person what they can do.

2) Get a demo video up after a person has signed up. If my dad were using this, he could walk through the wizard up to the point where he arrives at his site. Then he'd get lost as to what he should click on next to accomplish whatever task is in his head.