1) Show that you are informed about your industry. Memberships in industry groups and certifications demonstrating expertise in your field distinguish you from the person who viewed a couple of webinars and proclaims himself an expert. Include logos of and hyperlinks to these organizations in your About section.

2) To help ease the uncertainty of a potential customer, share the names and logos of high profile companies that you have worked with. Similarly, include reference to partners or affiliate businesses with whom you have relationships. By aligning your business with those who have well established reputations, you grow your own credibility.

64% of customers read customer reviews before purchasing

- The Etailing Group

3) Customer testimonials (verbiage or videos) are key to instilling confidence in your visitors. Place them logically throughout your website to address concerns that a user may have. For example, next to a "Buy" button containing a price, use a testimonial that addresses how your product or service is well worth the money.

4) Utilize customer ratings and reviews software for product purchases. While some customers won't take the time to write a testimonial, they may be willing to click on a product rating scale.  

5) Don't hide your contact information. Despite our cyberspace world, customers want the ability to be able to contact you if necessary. Make your contact phone number and email address highly visible in your website header and on your Contact page. And while you're sharing contact information, provide links to your LinkedIn and other social media profiles.

6) Product guarantees are a great way to move an unsure visitor to purchase. Spell out guarantees within the purchase process.

7) Users taking a chance on a new company or product want assurance that they are able to change their mind about their purchase. Post your return policy or subscription terms clearly; don't hide termination clause language in hard-to-find pages or in tiny type.

8) Users have become accustomed to 24x7 access. Next to your contact form, state your hours of operation and your response interval. If a visitor sends an inquiry, let them know if they should expect a call back in two hours, two days, or two weeks. If you can accommodate weekend and evening hours, say so - it might be the unique selling point that closes the sale.

9) Slow website performance causes not just impatience, but also doubt in your user. Your site should load quickly and not have broken links. A skeptical user has many other sites to visit; your competitor is just a click away. Keep an eye on site performance and contact your hosting company and developer if you find your page load time is slow.

10) And finally, be sure that your content is focused on solving the user's needs. It needs to be keyword-rich to attract the attention of search engines, but user-focused to keep visitors engaged. Showing that you understand the concerns of your customer is important to establishing your credibility.