Sounds daft really, if you want your site to look engaging, attract users and bring encourage your audience to take up your services. make sure that your web site is credible and focused. The basic principles focus on making sure that the content you publish and the language you use makes sense to your users.
Professor Fogg at Stanford University published a set of 10 guidelines to web credibility in 2002 that can still be put to good practice today.
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