Kristine,
On the web is somewhat the same as having a store, however because they can't see you & have no idea who you are, you have to work harder to build trust & prove you are a business of substance & integrity.

Many people who surf the web will buy online once they feel they know you.

If you were to add a sign-up for a free report or a newsletter to each page you would have the opportunity to form a relationship with possible purchasers.

It gives you a chance to offer special deals & information to encourage previous visitors to your site to return.

Marketing is a tough go if you are always selling to new visitors and have no base on repeat customers to generate cash flow.