Websites can be very effective lead generation and selling tools.  Unfortunately, most website design fails miserably at it because page layouts and content (text, pictures and images) would fail Marketing 101.  Heard about AIDA?  No, I'm not talking about your aunt from California.  I'm talking about a tried and true selling process that should always be part of your internet marketing strategy.  AIDA stands for Attention - Interest - Desire - Action.  The AIDA method is the foundation for selling and marketing programs worldwide.  Think about it.  First you get someone's Attention.  That's not easy with all the things we have going on in our lives.  Next, you provide information that generates some Interest from your prospect.  Then you fuel that interest with some features and benefits information creating Desire.  Once your prospect has a desire to take the next step, you present him/her with a call-to-Action. 

To make this a little easier to understand, think of AIDA this way.  Get Attention through an engaging, unique headline that generates the website visitor to read more - just like reading a newspaper.  Generate some Interest by providing a good, short opening sentence or paragaph.  Then, gain the Desire by listing in bullet point fashion some features and/or benefits.  Finally, get your prospect to take Action by providing them an obvious and interesting call-to-action like "sign up" or "call today" or "add to cart" or some other action you'd want your website visitor to take.  Integrating AIDA into your website design will certainly improve your online conversion rates.