As someone who has built his fair share of websites, I would like to share with you what I believe every good sales website should have "Above the Fold", meaning the space the potential buyer sees before they start scrolling down a page.
1.
A call to action.
If you ultimate goal is to get a visitor to buy your product, tell them to.
A giant Buy Now or Subscribe button that stands out by being the only element on a page that is a certain color, like green, lets visitors know what your site is about.
A good rule of thumb is that you have about three seconds to let people know what your site is all about.
Think of it as a billboard.
2.
Credibility indicators.
This is huge.
If you are not a well known brand, enhance your image by placing Visa/MasterCard logos somewhere near your Buy Now button.
And put your contact info, such as a company telephone number and email address, in plain site.
It puts the buyer at ease that they are on a safe, secure and legit site.
3.
Bullet points.
Summarize your product in as few words as possible.
People are in a hurry and no one reads any more.
You should have one attention grabbing statement that summarizes your product in one sentence, followed by a few important highlights.
That's it.
People get intimidated by text as it makes your product seem more complicated than it is.
Keep it simple.
4.
A shopping cart icon, preferably in green.
You would be surprised at the amount of international business you will receive, assuming you are interested in shipping worldwide, from people who can barely read English but are simply looking to buy.
A shopping cart icon stands out and makes it very obvious as to where they need to go to buy your product.
Follow these tips and your site will improve its conversion rate substantially.