Every website or ad should have Call to Actions. These are ways of leading the viewer through a process you want them to by completing an action. It may be to fill out a form, purchase a product or share information. When creating a page on your website, you need to keep going back to the main aim of the page. When a visitor lands on that page what is it you want them to do? Once you know what you want them to do you can then start to think about how you are going to get them to do it.
People often have a limited amount of time when browsing a website so you need to make it quick and easy for them to do what they came to do. If you are trying to sell a product, you may want to give bullet points and even a video stating the many advantages of the product. You may have a more detailed description below for those that want to find out technical spec etc. If you want them to buy the product you need to ensure that you are giving them enough information to satisfy them to make a purchase and make the call to action lead to the checkout process. You need to make the buy now or add to basket buttons stand out and often this is done by putting them in a different colour but one that is still in keeping with the rest of your site.