I'll play around with the positioning and ordering to see if I can make it easier to find answers to the primary questions.
I've been approaching it in terms of visitor archetypes, like in the case just now of a person who doesn't know what you're about, or someone looking for the spec, etc. What questions do they have, and can it be answered easily.
I also think being deliberate about where you draw attention to is big. Colors, images, do they serve a function or are they merely to fulfill an aesthetic? Regardless of why you put them there, for better or worse, they will draw the eyes of your visitors. Possibly away from what they are looking for.
I get the feeling that the page is at a "roughly good enough" phase that the largest segment of people can find it and get a little interested (or at least I hope that's the case!) The fine tuning is always a pain.
The main page is supposed to be a little markety, and then for the technically minded there's the spec and the design doc.
I've played around with what gets emphasized first. It used to be the dual format aspect, but now since switching to the security aspect I've gotten more traction.
It's always a struggle striking the right balance between information and text density. I'll probably end up playing around for awhile yet...
You're answering the questions a visitor has in a sensible enough order:
1. What is it?
2. Why should I use it?
3. What does it look like?
I think the proportions are off. In terms of detail, the first question is answered in a brief slogan that is very easily glossed over because it's put in a place where very little informative text usually gets put, then the second question gets a huge amount of space and details and the same points are repeated multiple times with different phrasing. Everyone claims to be "fast", "simple", "effective", "secure", "private", "cheap", "future-proof", "optimized", etc. It very easily gets dismissed as noise when you are at the same time scanning the page for clues as to what it even is about. It's hard to make a sell when what you're selling isn't clear.
Maybe you could overlap 1 and 2 a bit, somehow. If it had said "the encoding scheme is easy to use" rather than "easy to use", my question would be largely answered.
My sites aren't a marvel of intuitive navigation either, I don't claim to be better, but it's sometimes hard to see sometimes how other people view our sites.