Read MoreSAC agrees to end advisory business, pay $1.8 billion in plea pact
Point72 manages about $10 billion in assets, the vast majority of it Cohen's, plus some employees. The shop, which focuses on trading stocks, made about $3 billion gross of expenses in 2014, according to a person familiar with the situation.
The site includes a biography of Cohen and a quote from him on a "Mission & Values" page: "I want Point72 to be a great firm with a strong sense of community that always acts with integrity and professionalism and sets the standard for ethical behavior."
The site also notes Cohen's charitable work through the Steven & Alexandra Cohen Foundation and describes the family office as the future "destination for the industry's best and brightest talent."
Point72 doesn't appear to have a recruiting problem; the family office hired 78 analysts last year and launched a campus recruiting program for undergraduates, according to Herr.
There is no mention of insider trading issues on the site. Cohen's problems in that regard amounted to arguably the largest scandal in the hedge fund industry's history.
Manhattan U.S. Attorney Preet Bharara described "pervasive and unprecedented institutional misconduct" at SAC in a statement in November on the hedge fund firm's guilty plea
The new site does include a biography of former government prosecutor Vincent Tortorella, Point72's new chief compliance and surveillance officer, whose focus is on "improving the monitoring of contact and information flow."
Read MoreExtra cash for good behavior at Cohen's Point72
Tom Walek, president of capital markets and financial services at communications firm Peppercomm, said the website is no panacea.
"It's clear that Point72 and its founder need to rebuild their reputation, but that's just asking too much of a website. It needs to be part of an overall strategy and show real change," Walek said.
"The new website cherry-picks information," he added. "A bio that simply ignores the recent past is not going to fool anyone."
Point72 spokesman Herr told CNBC.com in response that "we are firmly aware of our past and have embraced a transformation and renewal of the firm. We are not in denial."
Others were more positive.
"There's already an awareness of what occurred in the past. This website is about the future," said Mitch Ackles, CEO of Hedge Fund PR, a public relations firm.
Ackles praised the new site for its openness and positive messaging. "It's a turning point," he said.