In everything you show on your website it is important that you stay focused on your audience. It means that you have to upload only relevant content that your audience needs to make a good decision. It also means that you have to try to really connect with your visitors. So don’t use a difficult terminology and try to be real, not perfect, but real. People aren’t looking for the ‘perfect’ thing, but for something that shows the owners of the website really understands them.