Whether you want your website visitors to submit their email address or pull out their credit card and make a purchase, before a visitor will take any action, they need to trust your website. If visitors are concerned that your website isn't legitimate, they're unlikely to submit their email address to you, and they're definitely not going to make a purchase through your website.
If a lack of trust is hurting your conversion rate, the good news is there are some simple steps you can take to ensure visitors know that there is a legitimate business behind your website:
Add Testimonials with Pictures: Even the best copywriters will admit that nothing they write is as compelling as testimonials from customers. When a visitor is about to take action on your website, there is a little part of their brain that asks "are you about to do something you're going to regret?" Because no one wants to answer yes to this question, adding testimonials to your website will reassure visitors that other real people have taken the same action and were very happy with the outcome.