Did you read the other submissions? He's a sage among retarded monkeys. At least one half of the submissions aren't even serious, and the rest are elongated "hello"s. There's probably someone else in there that realized "Hey! We can't beam any kind of message without a mutually understood language or medium. This is kind of pointless without that" but that was the first one I saw.
I wouldn't even actively try to make contact if I was in charge. I'd just send some unmanned probes to observe as long as possible without contact. And that's if we find them first rather than vice versa. I really doubt aliens would make contact without a very long period of observation first.
I have to admit I didn't check out the site, but i'm sure what you say is true.
My first message would be a series of pulses 1,2,4,8,16,32,64...etc followed by 1,1,2,3,5,8,13...etc, it is a show of intelligence that shows some complexity of thought that can be understood without language. It also provides opportunity for a response, as they could continue the sequence where we left off. It can also give some insight into what extent we share commonalities in thinking. If they understand the sequences they may continue them, if they don't understand they may simply mimic them.
I think we have little to fear from contacting any life that might be discovered. If an alien race isn't interested in the resources in our system at the moment, revealing that there is life here would not suddenly drive them to waste resources attacking us. On the other hand if there is a race that is interested in our system, but don't know there is life here, revealing that there is could only serve as a deterrent, and reason to look elsewhere.