Highlight positive reviews of your offer by explicitly mentioning ratings you have received by customers and news outlets. Reviews, like testimonials, can ease the concern of potential customers. This is especially powerful if you have a high priced offering, or are competing in a saturated space. A positive review can be the reason a person chooses your offering over the competition. (Tip: use Google Adword review extensions - they can boost clickthrough rate by up to 10%) Example: “Rated 5-stars by an independent rating agency.” “Tech Weekly gave our product a 10/10 rating.” “The highest rated electric toothbrush on Amazon.”