Using Web 2.0 to Customize Your Sales Process
Usually, you have a long block of text that tries to appeal to several types of people at the same time. You can use the power of Web 2.0 to create a path for each person to follow so that they only view text that's appropriate for them. This way, they don't have to read as much, and they're more likely to go through your entire sales page and go on from there. You can also use their route through your site to determine which up sells or down sells to offer them when they check out.
For more complex tasks and customization, don't be afraid to hire a programmer on something like elance.com or oDesk.com. It shouldn't take them more than a couple hours to do most site customizations, unless you have a large site with many products.