Get to the point quickly!
As a microISV you most likely create your web sites yourself (and even design them yourself). You want your pages to be very persuasive and irresistible, so that your visitors jump to the order page without much hesitation.
In trying to persuade web site visitors, many microISVs do the mistake to crowd their pages with all things imaginable. An example would be the countless download site ‘awards’. Another would be the ‘happy faces’ of people, from stock photography. If you really insist on using these, use just one photo.
Seth Godin explains that despite the numerous signs explaining not to carry liquids on a plane, many people still manage to ignore them. Guess what? These same people are visiting your web site. They are in a hurry. Not in a life-threatening hurry, in the ‘I don’t care enough to bother’ hurry.
Do you really want to bore your prospects enough to make them abandon your web site and your product? What can you remove from your pages today, that doesn’t matter?