This is because the majority of Internet users are looking for information when they visit a website.

If your landing page is a sales page, you will most likely lose them, since you contravened the overriding principle that the Internet should be free.

The second website marketing strategy concept, which is directly related to the first, is that 'content rules'.

Additionally, the content needs to be high quality and easy to read, with the most important points discussed first.

If you manage to convince your visitor that your information truly is first class, and they believe they need to make a purchase to solve their problem, they want you to spell out in great detail every benefit so they know the product is exactly what they want.

Thirdly, you need to do this using a one-on-one ‘fire-side’ chat approach. People are usually using the Internet whilst they are alone, so they want to believe that you wrote your pages specifically for them.

People like people, not companies, so if you do this, they will trust you and will trust your purchase recommendations.

Fourthly, try to put a review or comparison slant in your content. Remember most people are looking for information to solve a particular problem.

Also, if you compare products, your visitors won’t have to leave your site to complete their research. If your reviews are honest, you can then recommend your preferred product, and it's superiority will be immediately obvious.

Lastly, if you want people to trust you, you have to be completely transparent. The age old adage of ‘undersell and over deliver’ is as important on the Internet as anywhere else.

Everybody appreciates good value. If you can provide your visitors with value, word-of-mouth will take off, and so will your traffic and sales.

Dr Richard Croome earned his PhD in Internet Marketing in the area of Online Consumer Behavior. He researches, teaches and writes extensively on the topic of Internet and website marketing strategy and can be contacted through his website at DIY-Website-Marketing-Strategies.com