Many websites miss a call to action. Visitors are shy. You have to take the initiative yourself, otherwise nothing will happen. Put clear calls to action in visible spots.
Studies showed that links work better than fancy graphics. Keep in mind that anything that looks like a banner is perceived as a banner - hence it's automatically ignored. Jacob Neilsen did banner blindness studies and found that users automatically ignore anything that looks like an advertisement, even if it's not. Don't make your call to action look like a banner ad.
Sales letters can hurt and help. They can increase conversion rates but limit the audience. Going with a sales letter usually works if you're shooting for a VERY niche audience.
If your market is somewhat broad, it's harder to cover it with a sales letter. What works with one type of person falls on deaf ears with another.
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