Tell them how you are going to make life easier for them. Get their attention fast. Should be clearly presented right off the bat. Stress benefits NOT features. Write your copy on the pages as if you were talking to a friend.
Most people can see through hype very quickly.
The average internet user is pretty intelligent. That builds trust better than anything. I use this paragraph and get lots of free testimonials on all our products and services. Of course, you will have to give very good support and customer service to back it up. Have your contact information very prominent on almost every page.