Stop annoying me

What very few people admits openly when visiting a webpage is 'I don't trust them.' This is a natural and healthy reaction to any new page, since I have no idea who, and with what intentions stands behind it. During the first encounter the visceral level of the human judgmental system has only one question: ‘Solution or rip-off?’ Those website that fail to provide a reassuring answer fail at this very first stage. Not much point in fiddling with colours and text after that.