Tom
Just my opinion - BUT I HATE!! websites that come up ALL BLACK.
It makes the copy hard to read and looks fuzzy.
I think you should loose the BLACK in favor of a light color with BLACK COPY which will give good contrast and make it easy reading. (And easy on the eyes)
My usual first time visit to a black site is about 3 nano seconds - unless the content material has something to do with SOHC4's - then I grudgingly give them a little slack.
I agree with NO FLASH - GOOD DECISION!!
You want to pull them in - wow them with what you can do for them and make them ask for more. Anything that detracts from that goal should be kept to a minmum. Once you hook them, you can have this other WOW stuff available but buried down in the site - If they want to see it they can click it up. Don't make them suffer through it just to get to the $ale$ page.$
The copy should be straight to the point - I got the stuff you gotta have, the best quality, the best service, the best prices, the best pics, etc.
I agree with Jeff and cbjunkie - The point is - don't drive them off before they land.
I'll get off my soapbox now - but you said "be honest"
Tom