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All you have to do is put yourself in the position of your site visitor, articulate their specific issues or problems, and gently offer solutions that they can choose without feeling as if they are being "sold."
Here are some simple ways you can warm up your site so you get as close as you can to a natural two-way dialogue:
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* Remember the "Written Word" module from the Self-Study Program?
Beware of over-using "I" or "We" on your home page or at the beginning of your written message.
For example, rather than immediately pushing your product as the first thing visitors see on your home page, use language that addresses problems you know you can solve.
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State those problems, and you'll find that your visitors are drawn more deeply into your site.
* Create a clear path through your site that lets visitors make their own decisions about what's best for them.
* Give your visitors a taste of your solutions so they can feel that you can actually solve their problems or issues. Downloads, "test drives" and other "free samples" give visitors the live experience of your solution and make them feel more comfortable with it.
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* Last, and maybe most importantly: I'm always surprised by how few website owners seem to actually want to communicate with the potential customers who visit their website. But...have you ever gone to a site to order a product or service and ended up calling the toll-free number instead? Have you ever thought about why you did that? Maybe it was because you could ask questions of the live person who took your order, and this increased your sense of trust.