Use language which is appropriate for your audience. If you sell technical products or services, use as little technical jargon as possible.
Don’t make outrageous claims. If you make big claims and they are REAL, back them up with REAL CASE STUDIES
Use third party endorsements which are verifiable. This can be done by using letters sent by happy customers on their letterhead. It can also be done by providing links to websites which recognise your company.
Put a live chat or some other feedback mechanism on your website. Encourage and even reward your customers for criticising you. It’s only when they criticise, can you improvise
Don’t criticise your competitors to bring yourself up. While it is OK to make objective comparisons between products or services, criticising competitors will decrease your own credibility
Use social media, forums etc to create online word of mouth
Get sitewide seo done to rank highly on organic search
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