I think it's better to immediately try and show people what they can
make and how to get started rather than show them images of models'
and actors' made-up happy lives.
As an in-between, MOO do a pretty good job of this: http://
www.moo.com/ There is a hero box animation that's relatively
unobtrusive, but they make it clear what they offer and there is a big
call to action button "Choose a product to make" straight off plus
examples further down the page if you scroll. Their service is great
too, which helps.
On a side-note, I like the fact that MOO plugs into Flickr et al. I
hate the idea of downloading a (usually inferior) bit of software in
order to make a photobook when I've already uploaded everything once
to Flickr. I've got iPhoto for that on the Mac and the Windows
versions of those software packages are usually awful. The Mac ports
of them are usually worse (awful Java interface cack).
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