This is the main page of your web site. Start off by boldly stating what you are all about, so that your visitors know whether they are in the right place or not. Anyone who visits his site knows if it will be of interest to them within seconds of loading the page. Why, is simply beyond me. If the main objective of your site is to sell a product, then this is where your sales letter will be.
Many people are afraid of giving their credit card number out to some anonymous person.
Adding a picture of yourself, a quick bio, and a reason to buy from you will greatly increase the Trust Factor. It gives your potential customer a way to contact you if he or she has any pre-sale questions. More than anything though, it will help your prospect rest easy, knowing that if they need to contact you, they have a way to do so. If you are offering an information product like a set of tapes, or a video, or a book, it is always a good idea to insert a short sample into your web site. I split it up into small, one-page sections, with a link at the bottom to continue reading.