Visitors really don’t want to read all the generic fluff often seen on corporate websites such as “We’re committed to quality” and “Our mission is to provide great service.” That’s all well and good, but how about telling us exactly how you ensure quality in your product, such as what materials you use and what processes make your product superior to the competitions. And for service, tell us about the specific steps you take to answer our questions and respond to any problems after the sale.

The proof is in the details. The facts are far more persuasive than the typical corporate rhetoric. And even though including that data may result in more lengthy page content, it’s precisely the information your visitor needs to make an educated decision.