And on that note I'll reiterate a comment I had made earlier which was so frowned on by the 'experts';

'conversion' is not a closed sale, it is the process of transforming quantity (visitors)into quality (callers). I agree, a website is incapable of making a sale, it can only comfort a visitor that they are making the right decisions in being there.

'Conversion' now has meaning, it's the ability of the site to move people forward in the process.