What makes a sales website effective, particularly one that is selling
primarily a small "business-to-business" consulting service? Specifically, what
features will cause the viewer to part with money, pick up the
phone, fill in a form? How does it differ from traditional print ads?
Is it all about headlines, bullet points, subheads, descriptive
paragraphs, testimonials, case studies? How does the design facilitate
sales? What about the architecture of the site? What things DON'T work on the
internet page?

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Clarification of Question by eou-ga on 20 Dec 2005 06:58 PST

The question concerns creating a website which, in and of itself,
sells a business-to-business service, in this case entrepreneur
coaching. We are not researching the placement of ads on a website
(eg, adsense, adwords). Is there data on what webpage characteristics
hold a viewer and compell him/her to buy? Do text-heavy home pages
sell services better than other design features? What combination of
features work the best?

Is there an Ogilvy on webpages??

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Clarification of Question by eou-ga on 31 Dec 2005 09:25 PST

I need to cite more than an example. Moreover, Google is selling a
web-related service on the web. The individual with whom I am working
feels that selling professional consulting services over the internet
requires a density of copy and points to a number of industry websites
formatted in this fashion. What I need is a) research data, b) an
authoritative treatise, or c) a persuasive opinion grounded in a
wide-ranging group of historical examples. Something along that line.
I am familiar with http://www.webpagesthatsuck.com/. The useit.com is
new to me. I am hoping to pay someone else to filter through all this
and help me make a persuasive argument.

Simplicity, and a lot of white space.

Check out the Master:
AdSense: https://www.google.com/adsense/
AdWords: https://adwords.google.com/select/

If you explore these 2 sites, you'll get an idea of what works. What
doesn't work is NOT there.

I didn't mean for you to look at placement of their ads on websites,
or even to think about the product at all. Google is conducting
business to business sales on those pages. Actually, it doesn't matter
what the product or service is, you missed the point, and I stand by
my premise that there is a LOT to be learned from how Google sells
their ads.

Check out these sites: http://www.webpagesthatsuck.com/
http://www.useit.com/

This site on copywriting for the internet answer your question
http://www.copywritingdirectory.com 
If you click on the Months Recommendation of that website talks about
Headlines, Bullets, etc.
Also try this link, copy and paste into your address bar
http://getyourprofits.com/z/170/CD285200
Has a lot of tools and info for sales website this is a friends web
site and this stuff works
Good Luck

A couple recurrent themes I have seen with web developing and business in general:

1) Include valuable information for readers.  Instructive articles
that illustrate your knowledge.  Prove to them you can help their
business by offering them insightful information the second they visit
your webpage.

2) Update this information.  Start a free business newsletter that is
e-mailed once a month.  If you keep providing interested people with
valuable information they will grow to trust you and, hopefully,
enlist your service when they seek the direct help of a professional.

3) Provide case studies.  Testimonials.  How have other companies
prospered from your expertise.  People want to know they aren't the
guinea pig... your services have worked for others and it can work for
them too.

4)  I would recommend you glance over the message boards at two websites.  

Amazon.com - Amazon's affiliate program has constant banter about
creating and designing webpages for the purpose of selling.  Although
much of it is directed at increasing affiliate sales, you will find
plenty of very valuable information here.

WebMonkey.com - this offers the technical side of creating a good
webpage - everything from beginner to expert.  If you're designing the
page yourself you should definitely check this out.

Hope this helps. 
Let me know.
~Arrow~