In reply to:
So, I'm open to any and all suggestions. What can be done to improve the visual attractiveness of this product?
Scream, you probably aren't going to like my answer, but my suggestion would be to hire a professional web/graphic designer to focus specifically on page layout, logo development, all that stuff and all of it together as a whole package... From what I've read here in the forums, you've probably lost sales to other products because of the look. And if you think that's the case, then it's probably worth investing some money in the design, and you can continue to focus specifically on the code, which it sounds like is what you would prefer doing.
Trying to change a header here, a color scheme there is only going to probably make it look worse, because there are too many different elements involved in this. You have a reasonably impressive client list (even if a few are running older versions) and a good look on your home page (although I'm not really partial to sites that use black backgrounds), but it sort of dies after your home page. And I'd probably dump the logo for vwdesigns on your home page since they appear to have closed shop, at least according to their site...
just my thoughts...
