I took a look at the site, and before commenting would like to say that we`ve been noticing a significant reduction in sales, even though we`re still getting a lot of traffic to our site. People are still shopping, but fewer people are buying in general, I think.
Anyway, I went to your home page and it just doesn`t sell anything. By the time I tried to read through all the "which would you like" bullets, first trying to click the boxes and seeing they`re actually bullets, I got lost.
I`ve read so many stratospheric claims that if only I buy this one product, I`ll live to be 100 and look like I`m 20, that it`s just boring. "Just another health thing," is the way it comes across.
It`s a nice site, looks good, and that`s not a problem. But I don`t see how taking a pill is the same as getting fit. And you see, it`s NOT "taking a pill," but that`s how it appears.
What I`d like to see would be the first block "Small Steps" from the "Formula for Success" page, moved to the front page. Instead of making the first bullets questions, put them below that block as "If you work at it, these are some of the benefits you can look forward to:"
Then reduce it to maybe 5 bullet points. People don`t want to read all that.
From there, you could then use each benefit as a topic for a separate page. Make it more active, not passive. For example:
Reduce fat and Lose Weight
Content that talks about how this relates to the FitHeads program and system.
Protect Against Diabetes
Specifics that FitHeads offers as to how to do this.
Overall, setting aside things like copy writing, SEO and so forth, I think the main problem (for me, anyway) is the "ho-hum" factor of more health stuff.
Spend some time watching infomercials for fitness machines, foods, products. Watch the sales process. It`s much more personable, direct, and focuses entirely on benefit, benefit, benefit.
All you have is, "FitHeads can deliver all this!" Really? How...? I don`t know, it`s not easy to find on the site`s main page. :-)