Website Credibility: 10 Factors that Boost It

I surround myself with experts because I don’t know everything. Search Engine Optimization? I have an expert friend for that! Website design? I have an expert friend for that! Editing? You guessed it. I know an authority on just about any topic. And if I don’t know a specialist, I find one. 

Credibility is why it’s critical to call on experts. I want clients to know that I’m a trustworthy, accurate source of information. You also want that for your clients. That’s why website credibility is crucial.

When it comes to your website, you want it to be the place your audience goes when they need information on your expertise. Of course, you want it to delight them with engaging content and exceptional storytelling that they relate to. But you also want them to trust that they’ll get reliable information.

Why is Website Credibility Relevant?

Think about it. Would you trust a sketchy-looking website with your credit card info? Heck no!

Website credibility is all about trust. If a website looks professional, has good content, and provides accurate information, you’re more likely to trust it, right?

Plus, credible websites usually rank higher on search engines, which means more people are likely to visit them.

So, credibility is a big deal whether you’re a website owner or a user. It’s all about building trust and reputation in the online world.

Types of website credibility

So, what makes a website credible? Website credibility can be categorized into four main types:

1. Presumed credibility
2. Reputed credibility
3. Surface credibility
4. Earned credibility

Let’s unpack these a little bit further.

Presumed credibility refers to the general assumptions or stereotypes that users have about a website. It’s what they think of your brand before they have any real information about it.

Reputed credibility, on the other hand, is based on the third-party references or endorsements that a website receives. People are likely to think your website is more credible if others think it is and tell them so.

Surface credibility pertains to the immediate impression a website makes based on its design and aesthetics.

Lastly, earned credibility is achieved over time through consistent reliability, accuracy, and trustworthiness of the website’s content and services.

You want each of these types of credibility for your site because they all play a significant role in influencing a user’s perception and trust in a website.

10 Factors that Influence Your Website’s Credibility

Myriad factors influence website credibility. Let’s take a look at 10 factors that are critical to helping your website be a trusted authority in your industry.

1. Consistency

Visitors want to know what to expect when they visit your website. They want content that is of consistent quality. While still enjoyable, they want it written in a standardized format that they’re comfortable with. They also crave content posted regularly, so they know when to find new information on your site.

And it isn’t just your visitors that want consistency. Google requires it as well. 

2. Respect for Data

Privacy is a real issue these days. Your website visitors don’t want to give all their information to read a blog post or web page. Registrations affect the quality of interaction you have with site visitors and potential customers. They won’t stick around if they feel like they have to give you something to get anything from you. 

This demand creates distrust. If you need website visitors to register for something, like an email newsletter, consider what information you need. Always ask for a minimal amount of data, like basic contact information, to accomplish any goal.

3. Readability

You’re writing for regular people — your potential customers — not scholars. If your web pages are full of industry jargon and written way above your audience’s level of understanding, they won’t trust you. If anything, they’ll feel like you think you’re smarter than them or your website isn’t for them. And honestly, who wants to spend time on the internet being confused when looking for answers? We bounce until we find an article that speaks to us. 

Also, make sure your website can be read on all device types. I still regularly see sites that cannot be read easily on mobile. With more than half of people coming to sites from mobile, not being able to access it that way harms your website’s credibility.

Keep sentences short and active. Make paragraphs consist of a single idea. Use headers, bullet points, graphics, and photos. Do whatever you can to keep the information accessible and scannable. 

4. Correctness

Site visitors will forgive small errors. But if your website is riddled with spelling mistakes and grammar errors, it won’t be trusted. It would be great if you could hire a fantastic editor (like those at Content Journey!). But if you can’t, follow some essential editing tips before you post your content.

5. Problem Solving

By and large, website visitors don’t come to the internet to browse. They come because they have a problem they need to solve. They’ll find your website most credible if you relate to them and tell them how to solve their problem. And in the simplest terms. Solving problems with your content means always thinking about your audience and their needs when deciding what information to post and how to present it.

I call this “unselfish marketing.” Sure, it is still marketing, but the purpose is to help someone. It still may turn into a sale or purchase, but if your goal is to be helpful, you and your website’s visitors still win. 

6. Minimal Pitches

Visitors come to your website for help. They don’t want to feel like you’re selling to them the minute they arrive. Readers won’t trust your site if they get a pop-up or a sales pitch every time they try to move anywhere on it. Let’s be honest, it is really annoying. They want helpful information on their terms, like a FAQ page or a chatbot, not constant advertising.

We want to know that other people like, trust, and admire the same things we do. It minimizes the risk of trying it ourselves. Websites are no exception. Providing site visitors with proof that others read and love your content is an excellent way to boost your site’s credibility with them. 

Consider using testimonials (we use quotes and videos) or even visit and share counts to help visitors see that others value your site too. Don’t forget to include your social media buttons to allow site visitors to further connect with you or share information they find on your page on their social media accounts. Social sharing buttons are also great for SEO, so include them on all your posts. 

Also, if your organization receives recognition, awards, or press mentions, include those on your site too. Praise and honors show visitors that others recognize your work at a significant level. Again, this is another SEO best practice. 

8. Branding

Visitors decide within seconds whether they trust your website and want to stay there. The way your site looks is a huge part of their decision. Make sure your site’s branding — logos, colors, visuals, etc. — represents your company the way you want it to. It should speak to potential customers and give them an impression of your brand before they even read a word.

9. Easy Navigation

The ease with which website visitors can find what they’re looking for on your site determines how credible they think it is. If the site is slow to load or the menu is difficult to navigate, potential customers judge your products as not good or even feel like you’re trying to hide something. Make sure your site’s navigation is intuitive and well organized and that your site runs smoothly and looks perfect on every screen size.

Site usability is also really important to search engines. They know visitors will leave if your site isn’t easy to navigate. This automatically moves your website down in search results. Navigation, like many of our tips here, is more than just building credibility with your site. 

10. Behind-the-Scenes

Visitors want to know the story behind your business. That’s why writing a winning About Page is essential. Even more than that, they want to see the people behind the brand. Having bios and photos of your staff on this web page helps visitors feel more connected to your business. It also makes your business more human. They see the people, not just the information. 

In my experience, about pages are often the second most visited page on a website. 

You also want to make contact information readily available so visitors can reach out to you with questions or concerns. The more accessible you make yourself and your team, the more credibility you’ll have online.

How You Can Improve Website Credibility

Not sure how credible your website is? Don’t think it’s credible enough? Don’t worry. You can improve your website’s credibility in some simple steps.

Improve your site’s credibility by:

• Focusing on Design. Ensure the website has a professional design, as a well-structured and aesthetically pleasing site can significantly enhance its credibility.
• Listing Contact Information. To establish trust with users, provide clear and accurate contact information, including a physical address and phone number.
• Updating Content. Regularly update the website’s content to demonstrate that the site is active and reliable. Refreshing content also helps it keep working to lead people to your site.
• Including Social Proof. Incorporate testimonials or reviews from customers to showcase the quality of your products or services.
• Showing Security. Secure your website with SSL to protect user data and privacy.

Content Journey Can Help Your Website’s Credibility

I love to see Content Journey’s clients grow their businesses. And I understand the importance of website credibility in making growth possible. After all, I won’t do business with people I don’t trust. I don’t expect others to either. 

That’s why it’s so important to me that we work with trustworthy, credible clients who focus on helping people. Then, we make sure your content fulfills that mission. 

Content Journey is here to help your business, too. Book a call! We’d love the opportunity to help you along your content journey.