When writing content for your web site you are going to want to persuade your users, and to make this easier you need to be a credible source for information.
rhet-o-ric Noun: 1a. The art or study of using language effectively and persuasively.
The American Heritage Dictionary
cred-i-bil-i-ty: Noun: 1. The quality, capability, or power to elicit [...]
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