Every great website has testimonials from satisfied customers. These testimonials help set potential customer's mind at ease that products or services sold online will perform as promised.

Truly great testimonials not only endorse product, but clearly state how product increased sales, saved money, or benefited previous buyers in very specific and tangible ways. Testimonials should present real benefits others can readily identify with, understand and, more importantly, want those same results for themselves!

** Headlines **

Headlines capture visitors' attention and get them involved in website. How do you read newspaper? If you read like most people headlines first catch your attention and determine whether you'll actually read a story. Similarly headlines on a website determine whether visitors get involved in information or surf away never to return.

My own experience has shown that proper headlines can easily and quickly double, triple, or even quadruple a website's sales almost overnight.

** Bullets **

Server Side Includes (SSI), for many marketers, are a bit like U.S. National Security Agency - it's something you've heard of, but you don't understand completely what they do. In this article, rather than bore you with technical details, let's just take a look at benefits and drawbacks of implementing SSI on your site, to see if learning technical details is worth trouble.

SSI has several capabilities, but for our purposes, we just want to make our site easier to maintain. For example, if we want to change a color, we normally have to make that change separately on every page of our site. Five or ten pages isn't really a problem, but what if you have 100, 200, or thousands? Even a simple addition of a menu item will take hours, and chances of making an error increase. SSI will let us easily make such changes, one time, and apply them across your entire site.