It means looking professional, not like a site put together by high school kids. It means having policies which not only are ethical, but sound ethical as well. If you offer a money-back guarantee, don't hedge or fill it so full of caveats that it sounds dishonest. Your promises must not only be honest, they must sound honest, too. Many companies think of their visitors like a TV audience, a mass of millions of people who might look at their Web site.
Television viewers think of themselves the same way, one of millions watching a program.
But that is not how they see themselves on the Web. Online, they see themselves like a single shopper who has dropped into your boutique and find they are the only customer in the store. They want to be treated with all the patience, consideration, and personalized attention that you would devote to them in your boutique. They don't want to be treated like a number. Now serving Number 14.