Luck: A User's Manual

Here's a site that friend wants me to critique. I've read through it a few times and I think I understand the words, but I there is something basic that I don't get.

Please check it out and tell me what you think of it. Leave comments here, even if you have nothing beyond a vague feeling.

I am missing the point somehow. How can we focus the site onto what is important? How can we render this into one simple sentence that makes people really want to read more? I know a bunch of writers read this blog and in writing terms we need to tighten the view. We need to get the reader to see through the eyes of the webmaster. What needs to be done?

I am not fond of the template used. I hope that whenever you see orange graphics or text on a web page that you think "cheap websites R Us dot com". That is not what is wrong, however. It could still be a good site if we can fix the content.

Luck: A User's Manual