How to reassure your visitors to make them feel comfortable buying from you

One of the fears people face when they buy something online is that they're not sure who they're doing business with -- whether it's a reputable business that will deliver on its promises.

They can't look a salesperson in the eye and get a handle on them. They can't go into a store and assess the atmosphere. They don't have the reassurance of other customers standing around buying things in the same place.

It's this anxiety that prevents many people from purchasing goods online unless they're totally comfortable with it.

Internet users know that the anonymous nature of the Web allows people to pretend to be things they're not. And this applies to businesses too.

It's like the old New York Times cartoon said: "On the Internet, nobody knows you're a dog."

So make sure your visitors know you're not a dog...

It's all about being open and approachable.

All this breaks down the feelings of anxiety many people feel when conducting transactions on the Internet.

This is an area where smaller business can really get one over the big companies that may well have the advantage of being a "name," but find it harder to appear personal.

By personalising your site with your name, photos and other evidence that you are who you say you are -- and through your tone of voice -- you can make people comfortable enough to buy from you.