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Include customers on the homepage like we have on mindtouch.com
On the standby page include a link to a page that talks about features and benefits of upgrading to Pro:

Include info about Extensions and the feature table for Pro.

    * Page comments
    * Tagging, date and time tags, and tag categories
    * Improved support for site customization and multiple site themes
    * Complete API
    * Web-service extension model
    * Many application extensions including Flickr, YouTube, Viddler, Yahoo, Google, and Microsoft Live, and others...