I'm convinced that the greatest barrier to online business is lack of trust. When potential customers are afraid they might not be able to get in touch with the e-tailer if there's something wrong with the order, they shop elsewhere. If possible, list a phone number as well as a physical address. A message machine can record messages from daytime callers that you can return by phone or e-mail that evening.

Other ways to build trust are:

• A photo of yourself, your staff, or your physical place of business.
  
• Testimonials from satisfied customers.
  
• Your story, explaining why you are in this business, with personal anecdotes that help readers visualize you as a real person.
  
• Logos of trusted organizations you are a member of, such as TRUSTe, BBB Online, or BizRate.
  
• Links to your privacy policy.
  
• Guarantee and return policy.
  
• Shipping costs and policies.

The more trust your website exudes, the more sales you're likely to make.