Educate. Don't Sell.
Does your website help answer important questions that customers may have about your products and services? Your website should be a resource for customers to make informed decisions.
Visitors do not want to be sold to. Yes, you want to have a clear Call To Action (CTA) when they are ready to take action. However, it is far more effective to education your customer, make them feel flexible, and empower them with the confidence to move to the next step with an inherent trust that you are the expert in your field.