When you create your website you have to think about the sale throughout its development. From start to finish you have to eliminate all friction that is both on the page, and in the visitor's mind.

Friction on your page is anything that causes the visitor frustration in their quest for whatever they are on your site for. People are on your site for information (whether its a silly video or technical brief, its information), they are there on accident or they are there to buy something. A certain amount of friction is always going to be present. But if the level of friction is higher than the tolerance of the person visiting, you have a problem. Most likely your bounce rate will be high (People coming to the site and leaving immediately). Lay things out well, and target the money. Don't try to alleviate friction for information mongers unless they are making you money, spend your time on the sale, not the friction.

Friction in the mind of your visitor is something you do not have any control over before they get to your site. But after you have them, you need to clarify, rectify and make them trust you. They can have friction for any number of reasons. I've worked in marketing health products, and people in that market are especially skeptical since they've tried 100s or products saying they'll give you the moon and stars and end up getting space debris.

If you are trying to market to a very skeptical crowd, what do you do? Give them a tacky big red headline and 5 page sales letter? Everyone in the book has tried that, and they do so because it works. But for the ultra skeptical, I recommend the "un-marketing" approach. The health market is the same as the SEO market. If I were to write you and say "join SiteSource101, its the most amazing thing ever, you won't believe how great it is, just believe me" I would have no members at all. But if I write 100s of article and design 100s of free templates to give away the "what" through information, then sell people the "how" I can get a lot more people to join. It's called "un-marketing" its saying "I know and you know what we're doing here, lets just get over it, and I'll spare you the hype."

Focus in on the sale. It seems simple, but much harder in practice. Your goal on your website is to do one of two things, get a name and email address, or make a sale. If you can't make the sale, get the email. Set up a javascript to come in if they try to leave the page and say "Look I'd love to stay in touch and give you as much info on this topic as possible, please let me add you to my list". Remember that people are money. Having people equals having money. People buy things, they must buy things, and they want to buy things, so having them go through you is a great way to do it. Get their name, their email, and you got their money.