Website credibility indicators

A couple of weeks ago web copywriter Nick Usborne queried readers of his (excellent) Excess Voice e-newsletter about what makes a website credible. The question was: "If testimonials are somewhat unreliable as a means for establishing credibility, what DOES make you trust a site and believe in its integrity?"

While the results may not be statistically reliable they raise some interesting issues for web copywriters. The respondents' biggest credibility buster was lack of a physical address and contact telephone number. This is also Jakob Nielsen's 8th biggest web design mistake of 2005.

Even if your business is conducted 100% online it's crucial to include your full contact details. Prospects will feel more confident about doing business with you if they know you have a brick and mortar office and you can be contacted by phone if necessary.

Other factors that improve credibility according to the survey are a guarantee and return policy, testimonials, independent product reviews, and good writing that's not too hard sell. To that I would add professional and attractive design, good usability, complete information about products and services, a prominent privacy policy and sensitive use of email.

Read the full results of the survey

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