What Makes a Website Feel Trustworthy?
Feb 1, 2024
Why creating a trustworthy website is the first step to growing your business online
Globally, 66% of U.S. consumers believe that 76% or more of the news on social media is biased. 60% of people say news organizations regularly report false stories.* These statistics show people's skepticism in the online space.
Imagine this: you click on a new brand’s website. The images are grainy, the fonts change from page to page, and you can’t find their contact info. What’s your gut reaction? You think "Is this a real company?", "Is this a scam?", "Are they really an expert in this space?".
Now on the flip side: the site loads fast, everything looks clean, there’s a friendly photo of the founder, and it’s easy to find exactly what you need. You feel a sense of calm and confidence, even if you don’t know this brand yet. That’s what trust feels like. This is what your customers are looking to feel on their first click.
Whether you’re selling a product, offering a service, or booking discovery calls, your website is often your first and most important impression. Let's break down what it means to build a trustworthy website.
Ensure Visual Consistency
First one is simple but often overlooked. Think of your website as a handshake. If your branding colors, fonts and tone is all over the place, it feels like a limp or awkward shake. People will subconsciously question your professionalism and expertise. A consistent look and feel tells your viewers: “I know who I am, and I know what I’m doing.”
What does it mean by visual consistency? To name a few, it would be:
Use a small set of brand colors (2–4 max)
Stick to just 1–2 fonts site wide
Make sure your buttons are the same size and treated visually the same (i.e. 50 pixel width and bright blue)
Align your photography style and don't mix moody filters with bright flat lays
Use the same words to refer to the same thing (i.e. prospects vs account vs client - just pick one)
Create Simple Navigation
Confused viewers don’t convert. Your visitors shouldn’t have to think too hard to find your product, service, or contact form. If they feel lost, they’ll wonder if your business is as disorganized as your site.
What does it mean to have a simple navigation?
1. Use clear and conventional menu labels like “About,” and not "We're the Best" or "This is Us"
2. Keep your navigation to a limit of 4–6 top-level links
3. Add a clear call-to-action like “Book Now” or “Inquire” in the header
Choose High-Quality Images
Stock photos are okay, bad stock photos are not. Generic business handshakes or pixelated iPhone selfies from 2016 can undermine your legitimacy. Visuals are a major trust signal. The more real and on-brand your images are, the more credible you feel.
What are some image tips?
Commit to not using images at all. You can still use icons to communicate messages.
Curate thoughtful stock (check sites like Pexels or Unsplash)
Make sure images are not pixelated by checking the size of the container they appear in. Choose an image that is larger than the container, at least 2x the container size to ensure it looks sharp on retina and large screens.
Or simply invest in professional photography
Consider adding a photo of you, people want to see who they’re buying from
Make it Mobile Friendly
As of April 2025, mobile devices account for approximately 63.15% of all global website traffic*, and that number is even higher for small businesses with local or social-driven audiences. Even if your content is great, people will bounce if the experience is frustrating. Your site will feel dated and broken if it's not adapting to the mobile devices.
What should I avoid on mobile?
Requires pinch-zooming
Images and text being cut off
Has buttons too small to tap (i.e. must be at least 44 pixels in width and height)
Add a Human Touch
People trust people. Especially in this age of AI and virtual this-and-that. Sharing even a little bit about your journey, values, or personality makes your business feel real. You don’t need a full bio but a friendly tone and presence go a long way in building connection and credibility.
How should I add a human voice?
Add a short “Meet the Founder” section
Add a photo of you working behind the scenes
Add few lines about why you started your business
6. Social Proof
We all crave reassurance when making a decision, especially when it involves spending money or trusting someone with our business. If we see that others have already taken the leap and had a positive experience, we feel safer and more confident doing the same. Adding social proof will elicit “If others trust this, it must be a smart move."
What is social proof?
Add testimonials with names and photos
Add customer reviews
Add client logos
Add case studies
Add screenshots of positive DMs or tweets (with permission)
For most businesses, you don’t need a flashy, award-winning website to build trust. What you need is a thoughtfully designed site; one that’s clear, consistent, and focused on your customer’s experience.
When viewers feel like your website understands their needs, they’re more likely to stick around, take action, and come back. That trust translates directly into higher engagement, more inquiries, and ultimately, more sales.
Need a hand?
At Design Notepad, I help small businesses build websites that don’t just look good they’re designed to earn trust, feel professional, and grow with you. With strategic layouts, consistent brand visuals, and unlimited revisions, we focus on creating a site that supports your business goals.
Let’s build a site your audience trusts
Reference:
*https://redline.digital/fake-news-statistics/
*https://explodingtopics.com/blog/mobile-internet-traffic