Up-to-the-minute thrillers now sometimes include a scene where schemers concoct a fake company, complete with a pretty website and false backstory. Potential customers know this kind of scam is possible. That's why you must provide as many “this is real” signals as you can to earn the confidence of skittish shoppers.
Effective trust builders include:
* Actual phone numbers and street addresses
* A non-formulaic “About Us” page containing both facts and values or attitudes
* Photos with an authentic rather than stock-photo feel
* Interactive social media accounts and user reviews
* Videos of company personnel or the products in action