Agreed.
Video is a great conversion tool, a good video can do a lot of good in helping a user to convert - but it should not get all of the real estate.
To understand a good homepage layout one has to understand marketing, or at least the rudimentary basics.
The corner stone founding principle starting point beginning is AIDA. Google this, and make every written sales copy you write from now on follow it's principle until someone comes up with something better, which hasn't happened since Adam Smith
- but there is more, AIDA alone is just a building block.
Firstly sales is emotional, we connect on a personal level to other people. Usually when I do a commerce site I use pictures of smiling people to make that emotional connection - but that would be out of place on a games site. Here is where a video could work.
It could work if the video features the devs, or at least one of them. But I know Scawen is shy of such things, Eric is so invisible he's practically an enigma, and Vic is more geeky than the cast of The Big Bang Theory.
As much as a dev presenting a video would be the best content, an alternative would be to connect through music. The music in LFS now is too much a matter of taste, for the right sound you need to look to people who've been doing it right for years, Hollywood. You could try this:
http://www.premiumbeat.com/roy ... eroic-hollywood-trailer-2
If video is not the answer then you could try connecting on the geek level by showing a picture of a simulator rig with a few speed blur lines as part of the design near it - or something of a similar nature.
Another important element is to keep all language on the page centered on the user and what is in it for them. As Bose rightly says you have only a few seconds to stop them from hitting the back button, and people are not so empathic that they even remotely care about you having only met your web site - so you must talk about them and not you or your product... What is in it for them.
Play our Online Race Simulator - Bad
Enjoy Great Multiplayer Racing - Not so Bad
Words like "You" are infinitely better than "I" or "We".
Another major element is the call to action button, it is the fourth element of AIDA so is typically last on page, it should be a high contrast colour. Page positioning is also important here, the button is ideally placed in the natural eye flow of the page. There is a science behind this, but for quicks Just shut your eyes, look to the logo in the top left and then open them... Now see where your eye goes...
The natural eye flow is usually around 200-500 pixels in, an area called the "hotzone", and runs vertically down the page. Google it for more specifics.
All of this should be above the fold, that is to say, it should be visible on screen without scrolling on a laptop.
The call to action button should be worded as if the customer is talking to you.
"BUY NOW" is the worst call to action button ever imaginable, softer terms like "ADD TO CART" work better - but ideally it should be offer related... Two line call to actions work quite well, eg:
"Get Live for Speed Now
and enjoy great multiplayer racing"
These make for quite a large button, but this is good.
Get customers to checkout in the shortest number of clicks possible. At best pages on your site will have bounce rates up to the region of around 80% - so every page a customer has to go through to check out is 20% of your retirement lost.
Lastly, do not worry too much about any of this! Yep. You can ignore everything if you like, it doesn't matter - what is important is that you make two versions of each of your important pages... And you test them side by side (not one after the other as outside factors can influence the results). Half your visitors should see one page, half the other. In terms of statistics target only new visitors and not repeats...
Then see which one works the best, then produce a variant.
The smallest detail can make the biggest difference. Your main landing page and other pages through to checkout should be constantly under test if you are working on LFS full time (if they aren't then you either aren't taking LFS as a serious business concern, or are being willfully ignorant).
Test everything, measure it, go with the winner and repeat until millionaire.