Your visitor has a "conversation going on inside their head." If you can join that conversation by providing the information they need and "meeting them where they are now," you may win their trust. But first you must convince them you understand that need or problem. Until you create the trust and credibility required you have little chance of getting your Most Wanted Response (MWR).

So what is a Most Wanted Response? Your MWR could be many things including...
Sign up for your newsletter
Fill out your contact form
Call you on the phone.
Buy your product or service

Actually there are many Most Wanted Responses on a website. Sure the ultimate MWR may be to get someone to buy something, but before that happens there are many intermediate MWRs you must gain first,

Getting your visitor to stick around
Getting them to read your story, pitch, or information
Getting your visitor to trust you
Convincing them your product or service is right for them
The Conversation In Your Visitor's Head

So to gain any of your MWRs you must put yourself in your visitor's shoes and understand the conversation in their heads. They may be thinking...
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Is this website professional?
Is their information reliable?
Do they understand my problem?
Are they experts in the field?
Can I trust their shopping cart to be secure?
Are they trustworthy and will they deliver on promises?

People are skeptical of sales pitches — especially on the web. Buying online is impersonal and still scary to many folks. Establishing a website's credibility is Job #1 for every website. Until you establish some level of trust with your visitors you have little chance of getting them to do anything... especially give you money.

Establishing Trust On Your Website
In order to convince your visitor that you are trustworthy there are certain things you must do.

Put a personal face on your website with photos of principals and images of happy customers experiencing the benefits of your product or service
Tell your story if it is interesting and helps your visitors relate to you as a person and your company as good neighbor

Clearly state your Guarantee — you must have some sort of guarantee
Show your Privacy Policy and exactly what you do with personal information
Use videos whenever possible — a video establishes trust far better than static images — your voice tone and body language can come through
Help your visitors — your tone throughout your website should be one of a "solution provider" that sincerly wants to help your visitors solve their problems
The most important thing you can do to create trust is to provide testimonials from happy customers. This is the best way to turn a prospect into a customer
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