Ditto the above really.
Why not try and break the mold and make a site that would reflect a professional and trustworthy “shop” and reduce the size of the font.
You have to think about what the customer wants, what if the bit of information they want is towards the bottom of that very long page? Do you think they will read on….?
Try a different approach and build a site around the product with various sections of information under specific tabs for example. People can be worried about buying online as it is and getting to a site that they may not trust due to the look of it wont do much for sales!
If you offer a RRP price dont make the sale price too unrealistic otherwise you get the ‘too good to be true’ feeling from the customer and they just head off somewhere else.
I may be completely wrong of course.