You're making very unfair judgement about the types of people that might land on his site and not have the barrier of a form overcome by their perceived utility

You're making very unfair judgement about the types of people that might land on his site and not have the barrier of a form overcome by their perceived utility of his service. > You know the service you are providing. But someone landing on his site might not. Letting them in without any barrier but a click will let them see for themselves. At that point, a sign up form is no barrier because they have seen the utility. This should not take weeks or days. If built this way from the start, it should add almost no extra time. You gain nothing by asking for this info upfront but gain plenty by not.