Okay so here's basically how I usually do these things, just so you can see where my head is going.
There are a lot of things that are true about any project/company/whatever.
There are statements that are broadly true, and there are statements that are narrowly true.
The game that I'm always playing is "what is the most narrow truth that is also a broad truth?" or, in other words "how specific can you get while still being universal".
For example (these are really bad examples) a broad truth might be:
Futureland is a community where your output creates your identity.
I call this a broad truth because it's true about FL, but it's also true about many things. This statement is basically true about all visual platforms as well: DeviantArt, Instagram, etc.
A narrow truth would be:
FL is a creative community where there are no negative comments.
It's a narrow truth because, well, it doesn't apply to that many things. Maybe Behance is like this? At least from my experience. But YouTube certainly isn't. etc. etc.
The issue with words, of course, is that they're just symbols. And so even these placeholders are probably raising semantic red flags for people.
An issue that a lot of companies have when trying to come up with explainations, positioning, taglines, or whatever, is that their narrow truths aren't narrow enough.
In most cases, you'll know that you're narrow enough when superlatives like "the most" or "the only" is /implied/. If somebody hears that statement and automatically associates it with your company/project/whatever.
Basically the beginning of the process is to rack up every possible thing that Futureland /is/ and start narrowing it until we land at something that /only/ futureland is.
As an example, the existing landing page says "Tools to help you repeat and store process". Firstly, it's hard to tell what that even means (your statement should be incredibly simple and feel self evident) but also, there are other tools that do those things. Without the implied "best" or "only", that sentence is basically "Undifferentiated tools to help you repeat and store process".
[also I think all inputs are helpful. and so I'm harping on the extisting text because it's much easier to /improve/ something than it is to invent something. by identifying what's wrong, it'll likely guide me towards the right answer much faster]
But that also just solves the first part. The question, actually, is broader than just how to describe FL to people. It's a more complicated question: How should people be introduced to FL?
Implied in that question are the extants of "…in a way that makes the tools most useful for them"