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People don’t buy adjectives. They buy evidence that feels true. Most small-business sites talk about quality, integrity, and passion. Few show  it. That’s the gap. Believability isn’t a paragraph at the bottom of a page—it’s the pattern a visitor senses the moment promise meets proof and the next step feels safe. If Part 1 helped you clarify why you matter   and Part 2 moved you to start building , this is the moment to make your website trustworthy on contact —not after six

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Speed without proof multiplies rework. Use this field guide to stress-test assumptions, run lean pilots, and avoid costly rebuilds.

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