It's an old saw to make it as easy as possible for a prospect to give you their money.
Yet zillions of websites put artificial barriers in the way of their prospective customers.
The most important points are at the start (top half of the home page) and end (any call to action or mechanism for contact.
You want to make it as easy as possible for someone to contact you or otherwise take action:
Here's a few musts:
1. Phone number prominent on every page.
2. Addresses on every page if you have a physical location.
3. Easy to read and follow maps and directions.
4. Prominent links to contact pages, throughout the site.
5. Give people MANY ways to contact you - phone, email, multiple contact forms, various free signups.
6. Contact forms that are as short and simple as possible as possible and have as few required entries as possible
Here's a dramatic example from an actual case study. In this case it was advertising - to promote a particular service of a university's health center (vaccination for tetanus). Various efforts achieved little result until this:
one small change was sufficient to tip the vaccination rate up to 28 percent. It was simply including a map of the campus, with the university health building circled and the times that shots were available clearly listed.
(from "The Tipping Point", by Malcolm Gladwell)
Take a look at your marketing materials. Are you making it difficult on your customers by missing the obvious?
You'd be amazed at the percentage of ads, websites, direct mail pieces, commercials, etc. that make it hard to find the store location, phone number or hours of operation, amongst other things.
Make It Easy.