Winning their trust will convert them to buyers at a higher rate.
If what you’re selling has competition that is good, but has an apparent flow compared to you, try directing your visitor’s attention to these by listing them and linking to them. This will increase your position (because you are confident enough to show them the competition) and their trust in you, and at the same time, they will see for themselves what is missing with the competition compared to what you offer.
You already have some independent ranking services for business entities, but what about people?
A place where you can rate a public figure (a business person, a guru, a coach, etc.) as either trustworthy or not. You can also write a review. The individuals reviewed can also comment. Others can search for a person they want to check on and see their ratings. Only people with personal experience with the ones they rate can rate them, and their rating is not used or published until that is verified.
Like google, who want you to leave their search result page as fast as possible (because you have found a good result in the search), we want you to find what you want on a specific topic. This will build your trust in us and make you return again. This is a highly desirable result in today’s world of finding things where you happen to be (Twitter, Facebook etc.)
Build a news site for each subject where all the news is sourced from somewhere else and only the best news items are curated and presented to you. When you (hopefully quickly) find something interesting you just click over there to read it. Then come back for more.