This site has an article page ranking for a good keyword phrase and they've got a product page by the same name and the product page isn't being found for the keyword phrase, so it's not converting. Is it enough to build links with the keywords to the product page to help it rank for it? The site structure is a little wacky.
Please give more info, as the name and site etc, so we can check it out and not just do some blind guess that might be wrong. dearly, fdamours