credentials and successes, the more people will feel good about doing business with you. Element # 8 - Provide case studies with successful results.   People want to know how you can help them solve their own unique problems. If they see that youve helped someone else out that had the same (or similar) problem with successful results, it proves that you can help them as well. As I mentioned earlier, use a Problem-Solution-Results format to present your case study. For a good example of this visit www.judyontonhr.com/results.php     In summary, to provide your visitor with a comfort level sufficient enough to purchase your product or service (or even pick up the phone and call you), you need to answer the questions that are being asked in the mind of your prospect. These are   1. Who are you? 2. Why should I believe you? 3. Exactly what is your offer? 4. How will it solve my problem? 5. What is your competition telling me that I should know? 6. Who else has bought your product or service and what were their results? 7. How do I get the product or service? 8. What if I dont like it?   Answer these questions and your chances of getting the sale will rise dramatically.   Mistake # 10 - Content Focused On Only You And Your Business.   NEWSFLASH! No one cares about you or any of your awards. All they care about is how you can help them solve their problem. I see this problem time and again - small business website owners focusing all their content on their company and how good they think they are.   The moment you start to understand that people dont care about you, and that what they really care about is how you can solve their problem, your sales will begin to increase. Why? Because, generally speaking, deep down, people are greedy, self-centered, and only care about themselves! Although you might find that hard to hearits true. (Why do you think capitalism works?)   Here are several tactics that you can implement to make your prospects greediness work for you, rather than against you:   Tactic # 1 - State your prospects problem then agitate it.   Step 1 - Believe it or not, people strangely feel better when others suffer anguish from the same problem(s) that they do. They feel that there is someone else out there that really understands them. So start out your copy by confirming their feelings of anguish so that they know that you know what theyre going through.