It’s quite possible that you have a brilliant piece of collateral on your website, such as a catalogue, a great explanatory document, even a great freebie. Even the opportunity to sign up for a blog or newsletter is something which many visitors would be interested in, if they only knew of its existence. It often amazes me how many companies just give this offer its own page, and a single unique path to get to it. Many of the first-time visitors to your website might land on lower-level product pages, from where your excellent downloadable or requestable item would be several clicks away, even for visitors who knew that it was available in the first place. Why aren’t you advertising the item’s existence on every page, in the header, the footer or the sidebar? And not just a plain link – give it a proper panel, the way you’d want it to appear if it was being advertised on someone else’s website.