When a potential customer finds your website, does the text on the screen annoyingly convey the message " BUY MY PRODUCT, BUY MY PRODUCT, OH PLEASE BUY MY PRODUCT!!!" or is it a more friendly approach to the subject showing the uses, testimonials and other good information people would want to know?

When you're making your WebPages for an ecommerce site, keep them simple and refined. When you jot off an email to a friend, it will have a friendly tone, simple language, and you keep it upbeat. Do the same with your WebPages.

Consider every person that is potentially a customer, a friend. Write your website text like you were writing to just one person and try to answer as many of the common questions as you can. Additionally, as people email or call you and ask questions about your product, take note of the question and answer and create a FAQ (Frequently Asked Questions) section for your website. Inviting people to check out this section will eliminate a lot of answering the same questions over and over from people.

When you make your website a friendly experience, not only are people more likely to refer their friends, they are more likely to become repeat customers because they feel they "know" you.

You can be friendly without being unprofessional. If you decide to keep a company blog (and they are indeed powerful tools) keep it friendly but professional. Don't talk about your personal life except how it relates to your company. Like you might put in your blog that you participated in "Take Your Daughter to Work Day" and her observations about your company. Most of all, keep it positive. No matter how bad or depressing things get, never let it out on your website. People don't want to come to visit you and leave feeling worse.

Keep it upbeat, positive and you'll positively be a success!