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I think you have a great start here. It's a nicely simple site with good navigation.
Purpose - you should add a tagline to explain the site's purpose.
What would you like the user to do on this page? How about adding a bright, contrasting color to the call to action?
Appearance - I think the text under the images is small and uninviting.
Best wishes!
Michelle
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Michelle Waldorf commented:Hi Ben,
Based on your description, how about "A vegetarian & health magazine for target market" where target market is your targeted reader.
I think your call to action should be a follow button to get people to follow the site. Or highlight the most recent post titles if your conversion process is to get them to read the latest article, then sign up.
Good luck!
Michelle
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Thanks for the comments, good catch on the tagline - I really should add one of those.
I'm not sure about the call to action though. The site is a magazine, site. We're not trying to sell a product (at least not currently) - at the moment we just want people to follow the site and to grow our audience.