Your potential clients buy for emotional reasons. However, they justify their purchase based on logical ones. Credibility is one element of your copy that may appeal to both aspects of your prospect’s decision.
Credibility speaks to any doubts they may have. It helps them both believe your claims that your product or service will change their life. It also helps solidify their decision. It backs it up by telling them that you are an expert and you can be trusted. There are several different methods to establish credibility in your web copy. 
1 Testimonials
This may be the most frequently used credibility tactic. A testimonial is essentially an outside review or praise for your product or service. They work because they demonstrate to your prospect that someone else has benefitted from your business. We often turn to our peers for advice, insight and a direction. A testimonial provides that guidance and insight. It comes from a peer rather than a business owner therefore it has less chance of being biased.
You can use testimonials anywhere in your copy. Many times they’re used in the second half of your copy. Placing them around your call to action is a great idea. By this time your prospect has generally made their decision to buy and is looking for logical reasons to justify their decision. Testimonials help them support their buying decision.
2 Data and Facts
Whenever you make a claim about your product or service try to back it up with facts, data and research. This demonstrates to your reader that you do indeed know what you’re talking about. Additionally, it gives them confidence in your ability to solve their problem.
For example, if you’re selling pet training you might say that your training program helps owners provide structure to their pet’s life. You could follow that up with a quote from a famous trainer or from a study that cites the health benefits trained dogs receive over dogs that are untrained. Maybe they live longer or they have fewer health problems.
3 Endorsements and Reviews
If your product or service has been reviewed or endorsed by anyone or any organisation place that endorsement in your copy, ie An “As seen on CNN” can go a long way toward establishing credibility.
Finally, consider adding a satisfaction guarantee of some sort. Many people often feel this is a risky offer yet in the long run it sells more product than it costs in returns. Sure, you’ll have a few people who return the product. But it also offers just a bit more credibility and confidence to your buyer who may be looking to reduce their risk.
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