Customers will connect with you when they feel two things: first, you understand their pain, and second, you can be trusted to help them. Therefore, here are two things your website must convey in order to position yourself as a Guide: 1) Express empathy Show that you care about your customers by assuring them that they are not alone and that you understand their problems. This will help create a bond between the two of you, making it easier to build trust in your products and services. Examples of empathetic statements: We care, We understand, We know how hard it is to deal with, Many of our customers have struggled with, We understand how it feels, Like you we are troubled, Express Empathy, 2) Demonstrate authority It is also necessary for you to have the authority and competence to solve their problem. Customers need to see proof that you know what you?re