The website content must not focus on a single type of visitor. If your goal is to encourage a client for purchasing a product, then you should either update or redesign the website content in which you pursue non-regular customers to acquire your services/ products or retain the regular ones.
If you have a sign-in form or informative websites, then these guide the customers to acquire your services or products. Otherwise, any visitor will not sign in and explore your web content. It must, therefore, provide a relevant and updated content further than offering a single product.