How a good sales webpage looks like

Print ad in Reader's Digest, November 2011

And here is the website copy on the govmint.com website. Click on the image to enlarge.

govmint website critique
govmint website critique
govmint website critique
govmint website critique


Notice that this ad does not have a lot of hype. In fact, there's too much text that it looks boring, doesn't it? Can you identify the subtle hints and appeals to the emotion?

I do not have access to their traffic and conversion stats, but if you were govmint.com's target audience, I wouldn't be surprised if you too, read every word of that ad.