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All that work on the backend and, sadly, the lack of time put into the landing page will make it all for naught.

* 7 steps? Why would I want to be involved in something that complex? 3-4 steps max.

* 11 benefits? I'm not going to read or be able to process all that. 3 max, give me something I can quickly understand and tell friends about.

* That screenshot has got to go. Looks amateur at best.

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Nothing they can't tweak "over the next few weeks". They're not open yet.

But they have a landing page explaining what they are, and they're obviously already doing their PR push. How many eyeballs are they getting that, instead of saying "I'll have to come back and check it out when it goes live", are saying "Uh, what?" and won't go back?

Never too early to do a good impression.

I don't think any of these things are a big deal. Real people don't religiously follow the 37signals blog and shun any company that ignores their principles.

Did my friend recommend this? Does the site save me money? Great, I don't care that there are 7 steps instead of 4.

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