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Users visit your website because they are interested in something you have to offer. However, most users will not spend money while they have doubt.

A good reputation helps minimize that doubt and ease the concerns of those users about your credibility. That is why you need to boost your reputation, so that you can convert your visitors to buyers.

Boost your reputation either through branding, which is very expensive, or through representation, which is very effective. Branding requires continuously exposing people to your message over a long period of time. Representation is much simpler.

So here is how it works. A user comes to your website. He sees that you offer what he wants, but he just doesn't trust you. He runs a search on you in Google. He comes across a couple of people giving very good reviews about you on their blog. He comes across a couple of videos on YouTube where people mention you and say they were thrilled with the service.

So, now, the user is much more likely to buy because he was reassured by others about you. Your reputation was improved through those indirect representatives.