Hi Jane

Nice thoughts. I fully agree with your point about the need for the site to build trust and credibility. It has to look professional to sell even under $50 items, leave alone services worth $240 minimum and going upto $480 in many cases.

There is a small catch. We are talking about bald sites without the traditional banner-on-top with navigation buttons, stock photos and like. Do you think it is necessary to have this or even a 'bald' site can build similar credibility with the use of -

- complete address and contact information that is easy to locate

- a photo of the owner or the service provider so that the visitor can identify with the service provider and relate to him

- a signature at the bottom to make it look official - the seal of approval

- complete disclosure of all issues and terms for greater transparency and better trust

- no-nonsense guarantee for risk-reversal

- testimonials - what others are saying, am I the guinea-pig?

- case-studies to see how someone's problem was solved. This improves the confidence level as in "Oh, this is how they solved X company's problems. I am sure they can help me too!"