I don't know how many of you guys have been here for how long, but the "Decentralized Exchange" thing has been tried on bitshares.org website for a few months before the "2.0" announcement and it didn't work either.
The current iteration of bitshares.org is the best yet. In fact, looking at it again, it's almost perfect, just needs some split testing and small improvements.
For starters, the title claim should to be constantly split tested against alternatives, like "Bitshares 2.0 is a decentralized financial universe"; "Bitshares - cryptofinancial independence" etc.
Secondly, the NASDAQ claim is confusing, untrue and most importantly: countereffective. Do you know what doesn't approach the speed of NASDAQ? The NASDAQ itself and any centralized exchanges that don't have to worry about speed. We are framing ourselves as "almost as good" as this other, established thing - that's a big no no in the marketing realm.
The purpose of informational claims is to invoke certain emotions. The emotion that the NASDAQ line brings, along with implication of inferiority, is automatic distrust and the feeling of being bullshited.
Also, the website should link to a simple USD-only mobile app.