So why heartfelt disdain? Part of negativity is simply result of audacity and arrogance of young Internet entrepreneurs. The dot coms showed up in virtually every business sector, announcing they had arrived to turn industry on its head, all without any depth of experience in industry. For all their audacity, they were rewarded with sky-high IPO results after just a few quick months. Suddenly these interlopers were valued higher than decades-old industry stalwarts. If young dot com smarties had half a brain, they would have purchased some of those traditional dinosaurs. In their arrogance, they didn't see value of dinosaurs. Steve Case of America Online was one of few with wits of nab a traditional industry leader, Time Warner, while AOL's stock was soaring. Executives of traditional companies had good reason to fear these upstarts. There was a moment when an upstart could become your new boss.

Most of dot com arrogance is gone, and with it went swaggering entrepreneurs. Now it falls to dinosaur companies to implement transformation. And do it they will, even while they trash concept of B2B ecommerce.

I recently attended annual executive conference of National Electronic Distributors Association. The dot coms that two years ago came to disintermediate and destroy these distributors are now "dot gone." In their place are humble software companies that sell e-business functionality to industry dinosaurs. The leaders of these software companies are former distribution executives whose start-ups were funded by very dinosaurs they now serve. Better to buy B2B solutions from a former colleague than a whiz-kid college dropout who knows nothing about your industry.

The executives in this industry won. They're eating their cake. They vanquished un-scrubbed dot coms and are now happily hiring their former colleagues to transform their companies. Yet bitter disdain over B2B persists. It likely stems from quiet anger over reality that young no-nothings almost captured age-old industries.

Another way to lend third party credibility to your site is to join either Better Business Bureau or Better Internet Bureau, and display their logo on your home page and your order page.

Pictures of your product(s) will greatly increase sales. If you are selling a service or a book, putting your picture on site will build your visitor's confidence in doing business with you.

Clearly state your policy on returns, including any time limits you impose on accepting returns.

Clearly spell out any guarantees you offer on your products and services.

Let your visitors know how your products and services will be delivered, and how long delivery will take.

Anything you can do to personalize your website will make people feel they know you, and this will make them more comfortable doing business with you.

The key to adding credibility to any site is to put yourself in visitor's shoes. Ask yourself, what would make me more trusting of this site? You may be able to come up with better ideas than ones I have listed in this article.