The only way that I see service providers converting more, without spending the mortgage every month on marketing, is
PR.
Writing articles, getting published on other blogs and online newspapers, helping in forums..maybe even performing web work for charities, and churches for the free
PR.
You have to get yourself out there (online), and put your name on as many things related to your industry as possible. like Steve said..."Pre-sell" but you have to do it without "selling".
Let's face it, we all love what we do, and we think we are the best at it, but what separates how many clients we get online from the next guy is how many
other places our names and businesses are seen outside of our website...either paid advertisement or
PR work.