I think that the real key to this is measuring and testing. Not many of us get very excited by statistics, but I once heard it said that if you don't measure it you can't improve it.
I have owned a number of small businesses and I work with small business owners, and small business is a process of continual improvement. Measure this, try this and measure again.
Your small business website is no different.
There are lots of great tools on the web to help you do this. Google analytics givesd you the chance to do this with the site optimisation service. You can test different elements of your page and see which works best.
Websites are not set and forget. In order to get the best results online you need to be continually testing and refining the different elements of your site and measuring your conversion.
