That's marketing, and it counts. I think Serif has three times as many employees for marketing as for development. For the good reason that it makes sense and sales.
Beyond that, they've identified their customer base, and directly (and wisely) target their marketing to customers on a regular basis. And the customers are not heavy professional customers although the word 'professional' is used about the products. They're small fish. And they're not hardcore vector graphics artists. And some of the above also applies to Amadine and the product website - even though Amadine has more advanced features.
So there's no point in looking too much at the Amadine website for inspiration. Or Affinity other than for their active strategy.
And be unique in visual expression! You have to stand out and be unique - not mix yourself into the brew of styles in marketing.
You have to completely put yourself in the shoes of potential customers:
Which customers will need Vectorstyler's many features?
Which customers will choose Vecstorstyler instead of Adobe or Corel etc.?
Is it the price or something else that has them looking elsewhere?
What designs do they typically want to do?
What output will they typically use and demand is professional and flawless?
What features in particular will typically pique their interest when looking for new but similar software?
What features of their existing programs are they typically not satisfied with? Are VS' equivalent features better? Sell, sell!
Will they use VS alone or in active interaction with other applications in their workflows?
Are they after graphical features alone or text layout too?
If so, are they posters, handouts, flyers, brochures, other?
What else are they dissatisfied with in their current solution? Examples: (Adobe: price and subscription, large, heavy programs) (Affinity: lack of advanced features, long waiting time, bugs and mediocre algorithms etc)
What features in their current software keeps them from making the switch?
And much more
Once you have the answers to such questions, you are ready to identify a strategy for the content of the website - and therefore what graphics to display.
People don't just come for shiny examples - they come for sales pitches, arguments and much else that they can actually answer best themselves.
So um... Other images, yes please, ASAP for a few of them, but from there it needs to be considered. Because VS is a solid and competent product that can carry and deliver the examples
