Many Web surfers scoot elsewhere when you fail to reassure them that you won't peddle their information to others. Awards, licenses and other credentials. Similarly, if you'd put your state movers' license in your Yellow Pages ad, put it on the Web site too. In most cases it's appropriate to have a biographical profile of the company founder and other principals or of the company itself. Pictures of people involved in the company add greatly to the air of reality and trustworthiness at a Web site.
Photos also help humanize the computer environment and help invite interaction from customers.
Remember, online people can't touch the goods, try things on or gauge the firmness of your handshake. Thus, a guarantee represents the ultimate reassurance. Surprisingly, the longer the validity of your guarantee, the more it boosts sales and the less people actually take advantage of it. Offer interactive features. People love contests, quizzes, surveys and the opportunity to post their thoughts and comments.