.Highlight the expertise in your organization and in the content and services you provide.
Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don’t link to outside sites that are not credible. Your site becomes less credible by association.
What makes you different from your competitors? Is it just lower prices, or do you have something substantially unique, whether it be experience, value or knowledge, that you can provide your visitors? Whatever it is, flaunt it. Let your visitors know why they should do business with you rather than your competition.
Let your visitors get comfortable with you and your team. People are more apt to buy from those whom they are more familiar with, even if a competitor seems to have a better offering. You can build this kind of trust by adding bios to your about us pages, talking about your self and your interests and pointing out the organizations you belong or participate in. You can also talk about your particular experience in your industry, detailing where you have particular expertise and demonstrating your accomplishments.
In all, you want to “put your best face forward”, showing your visitors you can be trusted to provide them the quality and results they expect.