Whether you’re B2B or B2C, establishing trust is more vital then ever. Generally speaking your audience are on a knife edge. Tread softly.
It’s easy to get into the mindset that to increase sales, you need to increase your call to actions. In fact, by allowing users to browse comfortably without flooding the page with eyeball grabbing “killer” messages you can guide them through a gentle decision making process. The more they interact, the more likely they are to buy in and the more likely they are to remember you. The more comfortable they feel, the more likely they are to interact.
If you are offering a service, use the web to allow potential customers to get under the skin of your business. Create a level of transparency. Be open. Tell them about your people and your talents. Be honest. If you’re cheap, say so. Don’t be excellent and cheap though - it doesn’t wash.
Also, evidence is more important then ever. Avoid hollow statements. Use testimonials (ideally in a visual way) and for B2B service providers mention who you work with.
Build trust. Be honest. Be open.