Focus on the customer. Offer something of value, you are building a website to please your visitors, not the board of directors. Cater to those who show up. Make sure your site is worth the time of the person visiting and that person is more likely to come back. Interact with your visitors.
Request feed back.
Timely replies create trust by developing a solid relationship with your visitors. Provide a guarantee. We've all been burned before and every time it happens, it becomes harder for us to trust anyone. Take advantage of existing fears by providing a confidence building, money-back guarantee. A good shopping cart is essential.