Your second problem? Your UVP probably isn't apparent to your website visitors, either. Make it obvious right up front why they should choose your brand. Related: How to Develop a Winning Value Proposition Badges from Yelp (or other review sites) and PayPal's certification logo are two examples of trust symbols. You might have a security seal or any other industry-related symbol to share. Testimonials from customers serve a similar purpose, and you can showcase these as well. Your goal is to make sure your potential buyer feels as if he or she can trust you to provide a good experience or product. Related: The Importance of Building Trust Online If you're offering a white paper or other free item, be sure the word "free" comes through loud and clear. What are some reasons someone wouldn’t buy from you? Your website also should explain how you proactively fulfill customer needs and address issues. Potential customers don’t want to give you their city, state, last name, pet’s name and six other pieces of information just to score that free download.
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