elements that will increase your credibility and instill a sense of trust and believability with your prospects:   Element # 1 - Provide full contact information. At the bottom of each of your webpages you should display your full contact information. Yes, even your phone number. The majority of people will not call you, but the fact that you make your phone number available tells them that they could call you if they wanted to.   Element # 2 - Include an "About Us" page.   I have found that my "About Me" page is one of the highest traffic pages on any of my websites. Why? Because people are curious and they always want to know who you are. Having an "About Us" page tells your visitor that you have no problem revealing yourself and that you have nothing to hide.   Element # 3 - Include photos of your brick and mortar presence.   If you have a brick and mortar store or office it means that you have been around and your really do have a real business. Just knowing that you do business in an office building breeds credibility. No one wants to get ripped off in a fly-by-night deal, and the picture of your office shows that youre not going anywhere soon.   Element # 4 - Include testimonials of industry experts.   Are there independent professionals in your industry that have (or are willing to) endorse your product or service? Displaying an endorsement from a known expert can give you an immense advantage in winning peoples trust.   Element # 5 - Use a reputable merchant account.   Taking orders over the web by asking your customer to send you a check or money order not only screams "amateur," but will be a huge roadblock to getting orders. To go one step further, I dont even recommend using PayPal. When net-savvy people see that youre using PayPal it tells them that you are not selling the volume necessary to afford a real merchant account.   Element # 6 - Provide a solid guarantee.   One of the fear factors that net consumers have is not being able to get their money back if something goes wrong. Providing a strong guarantee tells your visitor that you stand behind your product and that there is little risk in purchasing your product or service.   Element # 7 - Provide a picture of you and your staff.   People dont buy from businesses, and businesses dont buy from businesses. People buy