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The five things every good web site needs 

1. Headlines
How do you read a newspaper?  Most people read the headlines first, and if they capture their attention, they will read more.  It is the same with a web page.  Use a headline to capture attention and entice your visitor to read more.

2. Testimonials
Testimonials can help provide credibility and put your potential customer's mind at ease.  For more information about testimonials, see the article Should you web site use testimonials?

3. Format for quick reading
Use bullets and numbered lists to communicate information quickly, without making your visitor read through lots of details to get the main ideas.  On the web, people don't usually read, they scan.  Format your writing to make scanning easy.

4. Guarantees
Life is full of risks, but ever customer wants to be sure they won't get ripped off.  Tell your customers about your return policy.  Even better, offer a 100% money back satisfaction guarantee.  It may help give a potential customer the comfort they need to become an actual customer.

5. Phone number
Your web site visitor wants to know that they can talk with a real person who can answer questions and help them with your product or service.

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