Don't try to appeal to everyone. Target those with whom you share interests and values. If all of your business is on the Net, your chances of success are less than if you also do selling and marketing off the Net. Provide useful information that will keep potential customers coming back for more. As with an offline venture, Web-based business requires constant marketing.
People buy from vendors they like.
Although they can't see or touch you, you have to reach out to your potential customers in some way. Let them know that you are reachable person who cares about them. Keep the design clean and easy to read. Carefully check all links and make sure that viewers can easily navigate from one page to another. When you are selling, remember that people only want to know what's in it for them.