rogerd - 2:54 pm on Dec 13, 2001 (gmt 0)
There are lots of great suggestions to build customer confidence and encourage an action, but don't overlook ease of navigation as a key component of high conversion rates. It's pretty common for half of the visits to a site to be one-page visits. If a portion of these one-page visitors can be induced to click to the next page, exposure to products/services will go up and so will conversions. I like prominent, easily understandable links. If I can get the visitor to start surfing around the site, I know I'll get more business.