rogerd - 1:32 pm on Dec 14, 2004 (gmt 0)
I'd guess that most accomplished SEOs don't have an order button on their site. And, as you point out, word of mouth marketing is important for many. Some use non-web techniques, like telemarketing or targeted direct sales. Still, for professionals who rely on web-driven leads, a combination of content and compelling copy will help convince the potential client to want to learn more. Testimonials and/or case studies aren't a bad idea, either.