Be competent and instill confidence
People rate confidence in a business as the number one reason why they buy from that business -- ahead of price, selection, service and quality. Online, where you have no intrinsic credibility, it is vitally important that you instill confidence in your prospective customers.
You do that by answering email promptly, having no "missing links" in your Web pages, no Web pages that are "under construction", by updating your information frequently, and making sure that there are no outdated references or information.
© 1995 Ralph S. Marston, Jr. All rights reserved.