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Does Your Website Inspire Confidence?

Hi! I'm Caitlin.

I'm a business strategist for creative freelancers, here to help you find a calmer & more strategic way of doing business.


When we meet someone new, our brains rapidly absorb their nuanced expressions: the look on their face, the inflection in their voice, their quirky mismatched socks and the dirt under their fingernails.

And it all informs how we feel about that person.

Our ability to process these small cues is a skill we’ve honed over billions of years to help us suss out risky situations. 

It’s the same skill that tells us whether a Facebook message is an old friend reconnecting, or an old friend about to pitch some shoddy MLM product under the guise of reconnecting.

Humans are excellent at noticing tiny cues that cause us raise an eyebrow. 🤨

How trustworthy is your website?

If you want to grow your business beyond friends, and beyond friends of friends, eventually you’ll be selling to people you don’t know. 

And to them, you’re just a stranger on the internet!

It can be really unnerving to send large quantities of money to people we have never met before. I know I’d be nervous…

So how can we remove that reservation?

Social Proof

We are social creatures, and we look to others to validate us. This is called “social proof”.

Social proof looks like: 

  • Logo lists
  • Testimonials
  • Reviews and star ratings
  • Photos of happy, smiling faces

Current Content

If your site looks like an abandoned blog from 1997, people are going to think no one’s home. Let people know you’re an active business by keeping your website reasonably up to date.

Current content looks like:

  • Modern design
  • Links to active social media profiles
  • Recently published blog articles

Transparency & Clarity

Unless you specialize in impulse purchases, few sales happen without questions and considerations. As someone evaluates what you’re offering, be sure to supply them with the information they need to feel confident in their decision.

Transparency & clarity looks like:

  • A Frequently Asked Questions section
  • A 1-2-3 process, illustrating what happens after they buy
  • A face and name so they know who you are
  • Your business location (If you’re a virtual business, keep it general)
  • Easily accessible contact information

Preventing Buyers Remorse

To make a purchase, people need to feel reasonably certain that if they take that leap of faith and fork over their credit card, it’ll all work out in their favor. 

Preventing buyers remorse looks like:

  • A guarantee policy
  • A return policy
  • Free samples

Privacy & Security

Buyers are getting increasingly savvy about data privacy and fraud prevention. If you’re an ecommerce website, make it clear that your website is safe to transact with.

Privacy & security looks like:

  • A SSL certificate (This will show a padlock icon in the browser bar, instead of a “not secure” message)
  • Terms of service
  • Privacy policy

Note: I got my TOS and Privacy Policy from The Legal Paige. (Heads up: I may receive a commission for purchases made through this link!)

Need help putting this in action?

If you want to DIY, check out this digital course:

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Learn how to nip and tuck your website to thoughtfully guide customers towards buying something from you.


If you want it done for you, book a 1:1 session:

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Hands on, high impact support to help you blast through obstacles and get stuff done – fast.



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Hi! I'm Caitlin.

Hi! I'm Caitlin.

I’m a business strategist for creative freelancers.

I'm here to help you escape the trap of "hustle culture" and find a calmer, more strategic way of doing business.