That brings us to this week's tip: Since we've been talking about True this issue, let's look at something good they do right on their front page - they differentiate themselves from the competition and the differentiation is in a highly visible place.
They let users know that they do background checks and that they prosecute married people.
They also let people know that their compatibility test is scientific in nature (versus just a questionnaire).
True does a good job of letting new people know right off the bat why the member should sign up with them.
The first tip was about the vital importance of offering a free lifetime membership and the second was about using incentives to get people to sign up.