Welcome to the Q&A Forum

Absolutely. If the content of the page matches the apparent query intent, then the problem may be that people simply don't want to give their money to this company. Does the site look professional? Does it look reputable? Is the information laid out in a clear, attractive way? Are the pictures bright and appealing? It's the difference between walking into a dim, dirty shop with tacky decor and messy displays and a comfortable, beautiful department store. Conversion rate optimization is a huge topic -- as big as SEO itself. Rand did a high-level overview webinar about CRO recently, but they had repeated technical problems so I don't think they uploaded it to the SEOmoz webinar section (http://www.seomoz.org/webinars). He recommended Conversion Rate Experts' blog (http://www.conversion-rate-experts.com/).

Thank you Marie for the insight! I think you've led me to a better understanding of this!