I'm shocked by the number of web sites I look at... and review that never tell me a single thing about who the company is or who is behind running it.

In many cases the webmaster behind these sites try not to even use their real name if possible. This is just plain stupid.

You have to tell people who you are.

• Tell them where you live

• Tell them what you used to do for a living.

• Show them a picture of yourself.

• If you are a registered company display your company registration number

• If you are VAT registered also display your VAT number too.

• Tell them why you're qualified to sell to them.

• What have you accomplished that qualifies you?

Have you helped hundreds of other people lose weight? Have you been a fitness trainer for 10 years?

Did you spend the last 4 years of your life studying this topic? Have you spent £14,500 just on books and attending seminars about the subject? Why should your visitors listen to you instead of the other web sites they're visiting this week?

You need to tell them exactly why you're qualified to sell whatever you're selling. This applies to selling information products or ANYTHING that you sell.

If they don't know who you are, then they won't be comfortable spending money with you.

Set yourself up an "about" page....whether this is on your own website, or just on eBay... when you do, people will feel more comfortable ordering from you.

For an example my about page is here: http://www.nick-james.com/public/department13.cfm