One of the biggest reasons people don't buy is lack of trust. Your product or service can be astounding, but if prospects don't trust you, they won't buy. A word-of-mouth referral comes with a high degree of trust compared to other advertising methods. The more trust your prospect has in you, the easier it is to sell. So why not invest in your word of mouth advertising? Why not make it easier for people to refer you? Well this is where your web site comes in!