Hi Chris,

There's too much going on the hompage... so no obvious path for someone to know what to do next. Too many type faces, styles, graphics. And way too many choices.

You want people to register their interest. Selling is a multi, step process. Don't assume they'll do it all at once. (For the textbook answer - Attention, Interest, Desire, Action) etc..
Capture browser interest with an offer "Try it for free".
Offer them a free asset number to use for 3 months in exchange for a completed registration form. If they lose an item in this time, charge them £10 if someone calls - to pay for the reward and your costs.

Of course, during the 3 months, you'll be trying to sell them the asset tags yourself...

Your competition - yellowtag (who now have an international link... and brand with the colour...yellow)
and most importantly...

Apathy - why don't I just put on my address ?

You need to answer the found but not returned, as well as the found and rewarded for return arguments.

So - I'd take selling the tags off the front page... it only matters when someone wants to protect their assets with a 3rd party code...

Focus on the only 2 messages that matter. Found a tag and claim your reward, and Try us for free.

Good luck