Many people come to online marketing agencies for online strategies. Many strategies involve ranking better on the major search engines. The desire makes a lot of sense. There is a greater chance of garnering conversions if you work on creating more exposure. However, exposure does not guarantee the conversion. As a marketer, I'm not involved in the production phase. I'm not involved in the quality of the product or service. I help brands introduce purchase opportunities to target markets. That being said, there are a number of things a brand can do to make 'getting to the buying part' easier.
Homepage
The homepage construction can look very different depending on the nature of offered goods and services. But it's essential that customers understand the breadth of offered goods and services immediately. This is achieved through a well organized 'header.' It's so important, yet often overlooked, as if some brands believe the fact that a virtual page exists is enough. It is not. You must inform the customer of your suite of offerings.
Checkout
The checkout process is hugely important. It's the last stop; yet, if any kinks are involved, all the stops on the sales cycle have been for naught. You don't want that to happen! Ensure your site's checkout processes (if existing) are always working well. Such a duty may be given to one or several in-house employees. Don't wait to 'hear' of a kink from a customer. At that point, it's likely your brand has missed out on more than one opportunity to make money.
About Us
Personalization and transparency are becoming more important and expected by consumers. I hope your brand has noticed the building trend. You may not care about who you're buying your toilet paper from; however, many people care about 'who' is providing the services/products. Even if it's not largely important to the consumer, having a transparent and informative about us page builds credibility regarding products and services. Some may not care about 'knowing' the provider; but, a complete absence of that kind of information can raise red flags.
Contact
I often see contact forms; yet, a de-personalized contact form is not optimal. When will the provider get back to me? Who will get back to me? Those are two important questions you could answer for consumers rather than inspire their wonder. Make things easy for the consumer at all points of engagement, not just in finding you to start.