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Many of us make our day-to-day, offline purchases at stores we know and trust. We also buy brands that we trust. Unless you have a site that is the online home of a huge store or brand, then you have some fears to overcome. Your visitors don't know you and they don't know how far they can trust you. They are not sure about the quality of your products, service or information. You need to keep this in mind at all times.
*Write in a way that builds trust, is reassuring, and overcomes people's natural fears.