You see it everywhere on-line, we all do.

A business has an amazing product, incredibly well written sales copy and a killer position on the search engines, but something about the website appears to be incomplete, almost shady if you will.

Why? Because often websites lack credibility!

And I bring this up because while most of the posts here at The Copywriting Store are focused on crafting good copy and a good message, it’s all for nothing if your target audience doesn’t feel you’re a credible source.