From the worst to the best converting site

What are all the things you would change on this site to turn it from a bad converting site to the best converting site ever.
http://www.eternalsigns(dot)com

I am going to be implementing all the best changes that the BHW community can come up with and I will share pictures of the completed site here when its finished.

I would suggest adding unique and catchy content first of all.

Holy crap. Too much to write.

Yes, you must optimize your site content both for search engine and your visitor like eye catching title, description, gfx etc. And don't forget to get penguin safe back links!