In that vein, show some product. What does "collaborative shopping" look like on a screen? Bonus points if you show non-clipart people using your product in a way that makes sense to your users. Would they also be on a phone call w/ each other, for instance?
I find that videos are becoming a popular way to tell that story - if you choose to go that route, keep it under ~ 3 mins.
kingsley's right. My impressions (these echo others'):
1) Get rid of all that text. Make the search box huge and pre-fill it with something useful. Don't put a bunch of words underneath explaining what the user should fill it with.
2) ~30sec video in _female_ voice of buying something together. Make sure the first ("preview") frame is a picture that shows why your product is awesome.
3) Colors(!) on the front page. Looks like it was designed by a tasteful developer, rather than a tasteful designer (if I'm wrong, then tell the designer to get a bit crazier).
4) No elephants. Seriously. Nobody wants to be an elephant. Even 'gear nerd' men don't want to be elephants. Unless .. you're selling elephants?
5) Integrate with FB/Twitter/Whatever. Put the logos on your _homepage_ so that everybody knows you're 140ch-compatible. This will increase the buzz factor.
6) If your site does badass technical stuff, write some technical blogs about them and get them out to the relevant humangregators. Opinion-makers troll technical posts to find the newest cool stuff.
I find that videos are becoming a popular way to tell that story - if you choose to go that route, keep it under ~ 3 mins.