Appearing legitimate.
WHY IT MATTERS
Visitors here are cautious, and with reason.
A site that looks unreliable loses business regardless of quality.
WHAT BUILDS TRUST
A physical address Real photographs of premises, products and people Named people A working phone number Clear prices Clear terms, delivery and returns information A secure connection Current content
WHAT UNDERMINES IT
Stock photographs No address or phone number Spelling and grammar errors Broken links and images Prices absent Contradictory information Content referring to past years
THE DATE POINT
A copyright notice or news item several years old suggests the business is inactive.
WHAT TO ADD WHERE RELEVANT
Reviews, including critical ones Registration details Membership of relevant bodies
WHY CRITICAL REVIEWS HELP
Uniformly positive reviews read as fabricated.
WHAT TO CHECK
Your own site, as a cautious stranger would.
