So basically, we can divide the target audience into two broad types. First is the emotional (who doesn’t trust) and the intellectual (who has objections).
The important thing to understand here is that once trust is built, your target audience will beg, borrow, steal, or rob a bank to buy from you!
Remember, if your website can build trust, people will go to any limits to buy (or basically do anything that you set up your website and funnel for, be it booking a call, going for a free trial, AND buying what you have to offer at the price YOU WANT!
EH Marketing is a strong advocate of Design and Branding, because great design is just so much better at creating trust! And honestly, this feeling of trust is what will sell your products or services.