Does your website design start the conversion process the second a visitor lands on one of your site's pages? It's not that you want to start "selling" from that first second – that's a sure way to alienate your visitors. That being said, your website design should be based on a conversion process that first grabs your visitors and then gently guides them through to making a purchase.
Your first priority is to make sure that your arriving visitors immediately find what they are looking for, which is information that relevant to the search term they used to find your site in the first place. Do this by placing that same search term in a place on your landing page that your visitor will see immediately.
The next phase is to create interest in your product. This is where creating high value content comes in to play. This high value content is what will separate your site from your competitors while creating interest in your product.
Creating desire is the bridge between interest and getting an order. This is where you can discuss features but emphasize benefits. Telling potential buyers about how your product will improve their lives because they will be richer, skinnier more beautiful, etc. is a great way to create the desire needed to generate a purchase.
After that bridge has been crossed it's time to ask for the order. This is known as the "call to action" where you prompt the visitor to make the purchase. Your call to action should be very clear in directing your visitor toward the purchase whether it's a "click here", "buy now by...", or some other command.
Your website should always be built around getting the sale. Follow these steps and those conversions you're missing now will start showing up on your bottom line.