People research and get information online.
The Internet is called the Information Super Highway because people are there to get information. Your job is to lure them in with information, show them the benefits of your product and convince them that your product is worth money. If you are selling information, you have to convince them that your information is worth money compared to all the free stuff that is out there. If you are going to be selling some kind of product or service online, you have to offer great information at your site to attract them. They have another 300 results in a search engine to go through and they will just click to the next website if they see you are not giving them the information they want and just trying to sell them something.