Organise as many possible secure payment methods.

Use friendly and simple terminology so that it will not confuse even the less skilled of users.

Site layout to colours to be suttle, and a sharp clean layout.

Avoid powerfull gradients such as Red and Orange.

Release you're webhost's statistics of uptime and you're experiance in the field.

Describe you're products as much as possible, with advantages to certain users.

Assure you're prices, will stay the same, and why to choose you over other hosts.

Several contact methods including IM such as MSN messenger.
Provide appropriate customer support.