How do you increase website trust? Everyone is an advocate of the saying: ‘actions speak louder than words, ‘ until it gets to your business, and you hope people just trust a total stranger brand and stake their hard-earned resources to patronize a digital hub of red flags? Common, let’s be for real. That saying is just as relevant in the context of your business, and any brand hoping to stay at the top of their game must be doing these seven things to make visitors know their brand can be trusted.
1. Show people your website is safe, don’t just say it
Did you know that 58 respondents look out for trust seals in a study that was published by the Ecommerce Institute? Buyers trust a website more when they see a security seal. That’s because people are naturally skeptical about sharing personal information online. If your site looks even slightly shady, they’re out. In the strife to increase website trust, it’s all about making sure crucial elements that denote safety are professionally represented on your website.
How to fix it:
- Get an SSL certificate (that little padlock next to your URL matters, read our previous article on Five Hidden Reasons People Leave Your Website (It’s Not What You Think) to learn more about this).
- Display payment security logos (Visa, MasterCard, PayPal) in your footer.
- Use third-party trust badges (like BBB accreditation or Norton Secured).
2. Let others praise you, not you praising yourself – the power of reviews
Key stats from BrightLocal reveal that an astonishing 87% of people read online reviews before making purchases. Let’s do some quick math, take out that percentage from your yearly or monthly visitor inflow and look what’s left. Reviews increase website trust in the same way as getting recommendations from If reviews are this big of a deal to consumers, then you must make themt count for you.
How to fix it:
- Add real customer testimonials with names and photos (not just vague “John D.” reviews).
- Show off ratings and reviews, especially ones that mention how you solved a problem.
- Feature user-generated content: pictures, tweets, or even DMs from happy customers.
- Got media coverage? Show logos of publications that have mentioned you.
This is a perfect example of reviews that work of a skincare brand named Jirelle. Anyone would absolutely be convinced.
3. Make your products look so good that they cant doubt you
Don’t blame people for their trust issues with brands. Blame the brands that promised and failed. In an era of “what I ordered vs what I got”, you’re going to have to put in extra effort to make your products and services not only stand out, but believable. 761 billion dollars worth of returned goods should sound an alarm, making you know this is a valid struggle and the last thing you want is people thinking you’re part of the brands that are responsible for that number. The way to go about this isn’t by saturating your website with stock photos. That does not increase website trust. It’s time to invest in good photography.
How to fix it:
- Use high-quality, realistic product photos (not over-edited, AI-generated junk).
- Add 360-degree views so customers can see every angle.
- Include video demos (how it works, what it looks like in use).
- List detailed specs: size, weight, materials, leave no room for doubt.
4. Be upfront about your policies, no hidden games
Here’s a fun fact: Baymard Institute has uncovered in a study that unexpected fees at checkout are the #1 reason people abandon their carts. If they don’t trust your pricing, they won’t trust your brand.
How to fix it:
- Show your shipping and return policies clearly, don’t make them hunt for it.
- Provide transparent pricing (no surprise fees at checkout).
- Offer multiple delivery options (fast shipping, free returns).
- Break down refund policies in plain English, no legal jargon.
5. Create an emotional bond. People trust people, not websites
Customers don’t just buy products; they buy stories, values, and emotions. A Study by Harvard Business Review found that emotionally connected customers are 52% more valuable than satisfied customers.
How to fix it:
- Tell your brand story on your “About Us” page (why do you exist? What problem do you solve?).
- Show real people behind your brand, founders, employees, happy customers.
- Use a friendly, human tone in your copy (skip the robotic “We are a company that…”).
- Create content that aligns with your audience’s values and emotions.
6. Make it easy to get help, and actually respond when reached out to
I know you’ve felt the pain and frustration of being ignored at one point of your life or the other. Have you walked into an establishment to table a complaint and gotten ignored by the personnel there? The same annoyance and humiliation you felt applies to customers who reach out to a customer care department of your business, only to discover it’s merely there as filler content, an aesthetic element or for officialities. That experience shapes their perception of your brand and that’s a negative score as far as the discussion of “how to increase website trust” is concerned.
How to fix it:
- Clearly display your contact info (email, phone, and even a physical address).
- Offer live chat (or at least an AI chatbot that answers FAQs).
- Be honest about response times, if you can’t do 24/7, don’t promise it. It’s not just some marketing buzz phrase, live up to it!
- Consider a dedicated social media support channel for faster responses.
7. Don’t be a mystery, tell people where to find you
Customers trust businesses that feel real. Hiding your physical location or team info makes people suspicious. People are skeptical enough, don’t feed their insecurities.
How to fix it:
- Add a dedicated “Contact Us” page with an address, phone number, and email.
- If you have an office or store, share Google Maps directions.
- Show pictures of your office, warehouse, or team at work.
- Use a business email (yourname@yourbrand.com > random123@gmail.com).
Let your website rekindle trust and not otherwise
In your push to increase website trust, it isn’t always about fancy words, it’s earned with proof. Now that you know what makes people trust (or not trust) a website, start implementing these changes. Your customers are looking for reasons to believe you, give them that.
