[thetrumanshow]

Specifically, why not open with a question that addresses the problem that people want solved?

"Are you certain that your SQL/TomcatInstance/RailsApp is secure?"

Then you can either branch off into teaching them how bad the problem is (e.g. "YOUR STUFF WILL EVENTUALLY BE HACKED FOR CERTAIN!") ala patio11, or tell them how you're going to help them.

[orangethirty]

Well, the problem is that he doesn't have any type of structured sales path in the page. Its all cobbled up together. To sell something you have to make sure the path to purchase is clear. You also need to get people on that path right from the start. I'd say that giving away the stuff for free right on the page where you want to sell it is just a bad idea. You are conditioning people to not pay for your valuabe product.