If you want to imbue your copy with authority, creating a website that your audience trusts to provide honest information, consider using statistics, quotes, and other data on your website. These can be used to talk about the benefits of your product or service, or to discuss why your reader should become (or continue to be) your customer. Make sure all the information you release is factual, correct, and not misleading (in other words, if you want your customers to trust you, actually be trustworthy). Trust is important – if your customers don’t trust you, they won’t use your website and won’t provide you with any of their personal data, meaning you won’t be converting them. However, if your copy is honest and reliable, your readers could be more inclined to subscribe to your mailing list, or even make a purchase.