We have a web site (and I will not tell you the site because this is not about spam, I have a genuine question and need help!) and it looks good, and we are getting some hits, but nobody is buying the product.

What is the key ingredient in converting visitors to buyers?

I am pretty sure everything that I know of is in place, the content is good as far as information, the product is high quality (I wish I could just get people to try it and then they would know) although we do have a generic label to cut down on cost, and the site in general is a well designed site with rich graphics and a clean layout as well. But not too rich, it loads fast!

I know it is not code compliant with the W3, but it works well in all browsers, so that should not be a deal breaker as far as I know.

So, again I will ask - how do we convert the people that are just visiting, to actual buyers?

Any help is appreciated, and if you want to PM me I can send the link for review.

The problem could be both with product or marketing. Test first - product (if it is software - provide trial version), you need to obtain feedback first, then think how to improve it. Today, you need to be very open with customers, they will come back later. If product is ok (working properly) , so problem with marketing.