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#1- GIVE YOUR PROSPECTS SOMETHING OF VALUE.
Provide something, a clear solution to their problem, that they can't find anywhere else. 

#2 - TESTIMONIALS = CREDIBILITY. It's great to have certification and academic backing, but people will always look to others for testimonials about your work.

#3 - PREPARE AN INFORMATIONAL OFFER. Visitors on your site must know immediately what problem you solve and an invitation to help them solve it.

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"You should be thinking of yourself as you're the expert, like a doctor.
How can you even give a solution when you haven't diagnosed what the problem might be?
What kind of problem or challenge do your key prospects have?  
And what is the solution that they're looking for that they'd like to get, but they don't know how?
It needs to be pretty from the center, what you do and how you help people."

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