When potential customers come to visit your website, the ultimate goal of the webmaster is to get these visitors to take action.  If your website doesn't convert, it's not doing it's job.  Take a look at what we describe as "calls to action," or specific ways customers can engage in taking the steps you wish them to take.  Make sure your calls to action are appropriately displayed-- whether it be a sidebar that allows them to enter their contact information or a link in the text that leads them to sample a free trial period.  Make your calls to action quick and simple, obvious within the page, and most of all, put them in a place that makes it the next logical step (once the potential customer has gathered some information).  Here are a few examples of calls to action you may want to include:

• Order now via our 30 day free trial
• Click here to download your free report
• Choose the solution that best fits your needs
• Call and personally speak with one of our product specialists
• Register and be informed of new and continuing developments
• Search our database now!

These are all simple ways to engage your audience, and most importantly, collect the information you need to establish a relationship.  Without these calls to action, your website isn't living up to its fullest potential.