A new notes on the web site/design
A the bottom of the page you have a nice summary of the product:
RecipeMod is the easiest recipe management software available, built for people who love cooking. Track and store your recipes securely in a system that is optimizesd for efficient preparation and cooking. Great for home cooking, catering or restaurants.
I would put this at the top of the page. It’s much clearer than the headline/lead text you have there now.
I might change the wording slightly though. Possibly take out the “software” part. Instead of focusing on it being software, focus on what it does and what value it brings. For example, something like this:
The easy way to manage your recipies. Track and store your recipies in a system optimized for efficient preparation and cooking. Suitable for restaurants, caterers and home cooking enthusiats.
Your “call to action”
What does the button “Create your first recipie” do? It’s unclear what to expect when clicking this, which means I won’t click it. Same goes for the “Start creating recipies” button. What does it mean? Does it mean I will be sent to a page where I start writing a recipie, or is it a button to sign up for a trial version of the service?
I might be a bit traditional, but I prefer an explicit “sign-up” or “start trial” button. (I’m sure a horde of A/B testers can prove me wrong on this one.)
Regarding the business case/your target customers
If I owned a restaurant, I’m not sure I would be willing to depend on an Internet-service to access to my recipes. It would mean that if my venue went offline (for whatever reason) I could no longer access my recipes. This may not be a big issue if the service had a good printing feature, but I think you need to find out how your potential customers would actually use the software to answer this. Do they want to print the recipes in advance, or maybe they want to view the recipes on a tablet in the kitchen as they are preparing the food?
Personally, I would prefer a “local” solution, such as a desktop/tablet app with a centralized recipe storage (possibly on-premise), or at least with a copy/cache of the recipes on each client for offline access.
I guess a hybrid approach could be to deliver the software as a device-installable and then charge a monthly fee for keeping their recipes synched/backed up “in the cloud”. I think this could be useful for people running more than one restaurant, or even just chiefs and managers who want to work from home and have their recipes available when they get to work.
It all depends on who your intended customers are. Small resturants/single venue? Chain-restaurents/multi-venue? On-premise/off-premise use?
I think the nutritional info part could be of value, as would being able to get a list of allergens from recipes. For example, a catering business could use this to print a list of the allergens based on the recipes for the food they prepared for a specific delivery. In Norway (and the EU) caterers and restaurants are required by law to provide a list of allergens for all food they serve (it’s normally printed on the menus).
As for getting (more) customers (and for purposes of product development) I would simply walk into some (nearby) restaurants and ask them how they organize and use their recipes today. I would also ask them if they vere interested in trying out the software, for free.
I think geting a few pilot customers this way could be very benificial for validating the market and figuring out how they want to use the software, what features they need (and don’t need), etc. You don’t need to let them have it for free forever, just in the pilot phase (however long that may be).
I would also ask them if they would be willing to pay for such software, and possibly how much. If they will only use it when it’s free it’s not much of a market.