But it's also important to reassure visitors explicitly. For example, if you are determined to provide great customer service, tell your visitors so, right on your site. Guarantee that they will be satisfied with what they buy from you, or you will refund their money with no questions asked. So make sure that you ship orders quickly. Web users want fast results.
Customers deserve to be treated like gold.
If you can, make it a policy to respond to email within an hour or two at most. Customers will be delighted to see that you care about them. If possible, include an image of your catalog or your company's building, customer testimonials, or even a brief company history. Apply for a Certified Safe Shopping Site by organizations such as Better Business Bureau, PublicEye, RSACi, etc. If so, be sure to use a package service that provides proof of delivery.