One other thing to mention.. if you have a dedicated SSL. You can register this to the business name AND advertise it!
You will be able to have a link on your site to your SSL company showing the business name and that it is all legit.
Some dedicated SSL also come with a security warranty if your site was hacked. And though the odds are remote it could happen.. you could be insured to a certain amount.
In regards to purchasing from your site. Are you prompted via the browser during the purchase procedure or at any time regarding security. Check this out.
The cost isn't much around though you will need dedicated IP.




