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I think your page needs refining. I saw:
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in the left hand side column and some of the highlighting of the words looked unprofessional. I would fine tune it a bit to give a more professional appearance. You could also ask family members who are not as internet savvy what their initial impressions are or why they wouldn't buy. Honestly, with things like oil I tend to buy in person, maybe give some sort of incentive like be the information expert or some sort of authority.
There also seems to be a huge amount of information on the front page, too much to really be processed and be useful.
An about page would be good too, tell me who you are.
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