seem to find the results of surveys and studies not only interesting, but very credible. Using charts and graphs to graphically display the results of surveys and studies adds to this effect.   Displaying evidence is another very effective method of exciting your visitor while building credibility. For a good example of the display of evidence visit www.buyingwebbusinesses.com. Notice the scanned image of the check that Kirt Christiansen received when he sold his small diamond website for over $100,000. Actually seeing the check provides evidence that hes telling the truth, while getting the visitor even more excited.   Another tactic that I use in my web copy as evidence is to use actual newspaper articles. If you visit www.toxicmoldanswers.com, about half-way down the page youll notice that Ive included a full article about how toxic mold is destroying peoples lives. It is very effective.   Suggestion # 4 - Use Thumbnail Photo Galleries   Humans like to look at pictures because people are visual. Like the saying goes, "A picture is worth a thousand words." By using photos you can convey a lot of information, and by storing them in thumbnails you can enlarge the picture for better viewing and control the loading time.   Suggestion # 5 - Use Short Words and Paragraphs   To make your copy easy to read, use short words and paragraphs. There is nothing more uninviting than a 20-line paragraph that looks like a sea of words. People wont read it, no matter how interesting it really is.   If you take the same copy and break it up into smaller paragraphs with no more than five lines each, and throw in sub-headlines to introduce new topics, the amount of your copy that will be read will increase dramatically.   Mistake # 6 - Confusing Navigational Instructions   The cyberworld is impatient and unforgiving. If a visitor lands on your site and gets confused, she is only a mouse click away from another site. Providing good navigation on your small business website is a must if you want to convert your visitors into customers. Here is a three step formula for developing a good navigational scheme for your site:   Step 1 - Determine your "Most Wanted Response" (MWR)   MWR is a term Ken Evoy of SiteSell.com developed. Your MWR is the response that you most want your visitor to have when they come to your site. The reason your website exists is to achieve your MWR. This might subscribing to your newsletter, entering a contest, filling out a form, calling your office, or purchasing a specific product. Whatever