When setting up a web based business, one thing to keep in mind is that your buyers will not see sales people. They will not be meeting you, or any of your employees, face-to-face. People have an innate ability to read other people's faces and their body language. A cashier or salesperson can earn trust and appeal to buyers by engaging, making eye contact, smiling. But what do you do if you when you sell your products online and such aspects cannot be read by your buyers?
One thing to do is to avoid humor that is not overt. When someone is reading something online humor can be there, but it has to be obvious so that all potential reads can understand it. If you jokingly say something about your product, like it can cure all your ills, but someone reads that as being a statement and not a joke, then that can cause a lot of problems.
Something else you want to do is describe your product well and thoroughly. Remember, your buyer can only see a picture of the product, they cannot hold it in their hands or ask for a demonstration. So give your buyers enough details that they know what they are getting, otherwise they may be returning the product once they get it.
Some online merchants like to include a video on their web page. This is a great idea, as long as you do notset it to auto play. Having a video that buyers can watch is a great way to include not only information about your product, but to also provide your potential buyers with a demonstration of the product. I'd recommend giving the potential buyer a virtual face-to-face interaction by including an employee in the video.
Many potential buyers may have questions about your products, something you may not think to cover on the sales page. Give those people an easy to find option to e-mail you with question. But stay on top of the questions. If you are not going to be able to respond to questions on a given day, have someone who is knowledgeable about your product ready to do so. If someone asks a question about your product and you leave them waiting until the end of the weekend, or until you get back from your vacation, you may lose a sale and also any goodwill they might have had to send their friends to grab your product too.