Home page copy (probably not your H1) is an excellent place for it. Another one common in software companies is on the signup page itself. I often put it on a

Home page copy (probably not your H1) is an excellent place for it. Another one common in software companies is on the signup page itself. I often put it on a sidebar, along with other risk reducers. There are many other options if you do more involved sales with sales letters, email campaigns, or in-person sales, obviously. If your product is very involved, you can sometimes answer the objection right where you can reasonably assume it will first be raised. For example, if you require the clients to install an agent to gather some information from your server, you can reaonably assume many potential customers will immediately go "WHOA! Stop! That's incredibly risky", so that would be an excellent time to pro-actively mention that your agent runs with minimal privileges, is OSSed and hence less likely to have bugs, has run on 20k machines successfully, was tested by a reputable firm, etc.