On average you have 2-4 seconds to impress and gain confidences with potential customers. When you’re paying between 50p and £1.50 a click it can be an expensive and painful lesson if you get it wrong.

You must always have your phone number in sight on the home page, please don’t rely on customers using the internet more than they have to, a lot of people still only have confidence talking to someone on the phone. This also offers a great opportunity for you to increase the value of your sale. For example a client of mine is a florist, on phone orders she offers a teddy or chocolates to go with the order, her average sale value has increased by £25 % on phone orders.

Always have your business address on the bottom of your home page If you have a limited company add you registration number.Remember the internet industry is still relatively new; there are a lot of horror stories where your potential customers have met dubious companies running internet businesses, so make it easy for your clients to feel comfortable.

Always have a link showing feedback from previous customers; don’t make up good reviews, people spot this trick from a mile off. The best way to get some good feedback from previous customers is simply to email them and ask if they were happy with your site, the product they purchased, and customer service if needed, and explain that you would like to use their review on your site, im sure they will be happy to oblige. Obviously making sure you remove any contact details.

We all love a good deal, special offers are a must, a good idea is to have a discount code on the home page that they can use when reaching the checkout. Always make sure you have a good choice of products to choose from.