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How to win the trust of your visitors and increase conversions
The power of brand perception in online choices
When people browse or compare online, they form an opinion in seconds: Can I trust this brand?
Research from WUA shows how critical that moment is. In the past 6 months, 18,400 consumers across multiple markets shared their preferences and reasons for choosing or rejecting a provider.
Almost half of consumers, 47% to be exact, cite brand perception as the main reason they choose a provider, while 45% say it is the biggest reason to walk away.
Brand perception is far from one-dimensional. It’s shaped by a wide range of different elements, such as:
Name recognition
Past experiences
Reputation
Trust
Service
Clear communication
Design
Even how fast a site loads
How first impressions make or break trust
“Picture this:
You’re shopping for a new insurance plan and click on a site that promises a quick quote.
But the homepage loads slowly. The design looks dated. Navigation feels clumsy, and key details are buried.
All reviews are anonymous. On the About page there are no team photos, no story about who runs the company.
You start to wonder: Who are these people? Can I trust them with my details? Is this company even real?
A moment ago you were ready to buy. Now you close the tab and move on.
A lack of trust can undo the best product or price.
And it happens every day, often in the very first seconds of a visit.”
Michiel Cassee Digital Research Consultant
How first impressions make or break trust
The psychology of trust
Trust is more than a warm feeling. Psychologists describe it as both a brake and a catalyst in the buying journey. Three well-known principles explain why it matters so much in the first seconds of an online visit:
Loss aversion: People naturally avoid risk. The pain of losing feels stronger than the pleasure of winning, so the safer option almost always wins.
System 1 & 2 thinking: Our brains switch between fast, emotional reactions and slower, rational analysis. First impressions are made in the quick, intuitive mode, long before facts are weighed.
Cognitive dissonance Holding two opposing thoughts - for example, liking an offer but doubting the brand - creates mental discomfort. Most visitors resolve that tension by leaving.
The psychology of trust
20 years of research show that trust is a core requirement for buying online. It lowers perceived risk and directly affects purchase intent alongside usability and overall site quality.
The good news is that trust can be influenced: directly and indirectly.
Direct link to trust
Social proof
Brand background and transparency
Communication and responsiveness
Indirect link to trust
Visual appearance and design Usability
What works best differs by site, market, and audience. The key is to identify the friction points that erode confidence and address them. If you reduce uncertainty, visitors are far more likely to complete their journey.
The five building blocks of online trust
There isn’t a universal formula for a perfectly trustworthy website.
But after running countless benchmarks, WUA keeps seeing the same patterns: Certain gaps keep visitors from moving forward, while a few key improvements always help.
Those lessons point to five elements that matter most when it comes to earning trust:
Social proof
Brand background and transparency
Communication and responsiveness
Visual design and overall look
Ease of use
1. Social proof
“I would like to see more reviews.”
People look to the behavior and opinions of others when they feel uncertain. That is the essence of social proof, and it is one of the strongest signals of trust you can offer online.
If many customers trust a brand, new visitors are more likely to follow their lead. But when it’s missing or hidden, people hesitate and often leave.
Here’s how visitors describe it in their own words:
“I don’t know this company, I’m not sure if they can be trusted.”
“I wish this website felt more trustworthy.”
“Add more customer ratings or experiences for extra trust and context.”
How to make social proof effective Start with research and testing to learn which type of proof works for your audience and where it should appear.
Make it clickable, easy to verify, and keep it real: Anonymous quotes or unverified badges create doubt instead of confidence.
Spread it across the whole customer journey: Social proof should not live only on the homepage. Bring it into the product pages, pricing sections, sign-up flows, and even the checkout.
Positioning matters: Too much feels pushy, but burying it in a footer means most visitors will never see it. Test different placements (headers, menus, call-outs) to find the balance that works.
Example from Independer’s website
Ways to showcase social proof
Ratings and reviews: Trustpilot scores, app store ratings, customer satisfaction numbers. Always show the total number of reviews and link to the source so people can read for themselves.
Awards and certifications: Quality marks, sustainability labels, privacy or finance guarantees, industry prizes. Each signals that an outside authority vouches for you.
Partners and collaborations: Logos of well-known partners quickly confirm legitimacy, especially for lesser-known brands.
Testimonials and figures: Detailed customer stories, years in business, total users or clients served. Include photos or names to add personality and credibility.
Examples of different ways to showcase social proof (VGZ)
Best practice examples of customer ratings and reviews (Essent, Goossens, Allianz Direct)
Best practice examples of awards and partnerships (Mattsleeps, Budgetthuis, Greenchoice)
Best practice examples of testimonials and key figures (DEGIRO, De Hypotheker)
2. Brand background and transparency
“Who’s really behind this company, and can I trust them?”
Brand transparency is about clearly showing who you are: your story, values, goals and the people behind the name. Visitors often look for this context but many sites hide it or treat it as an afterthought.
The less familiar your brand, the more important it becomes, yet even well-known names benefit from an open, human introduction.
Here’s how visitors describe the gap when transparency is missing:
“I can’t get a clear picture of who they are.”
“I’d like to know more about the company’s background and values.”
“It feels distant and impersonal.”
How a strong brand story influences trust People want to know who is behind the website before they share details or make a purchase. A missing or buried “About” section leaves a gap that directly weakens trust. A visible, personal brand story reassures visitors and turns a faceless company into a team they can trust.
What works Make sure there is an obvious entry point to your brand story, such as a clearly labelled “About us” link in the main menu or a prominent element on key pages. The content should feel personal and answer the simple question: Who are you? Show real faces, explain your mission, and share milestones or history.
Team and culture: Photos of the team, leadership, or day-to-day work to create a human connection.
Mission and values: A concise statement of goals, vision, and what the company stands for.
Rich storytelling: A dedicated About page that combines images, timelines, and key achievements instead of a dry corporate summary.
Example from Lebara’s website
Examples of brand transparency (Saxo, Eneco)
Examples of brand transparency (Essent)
Social responsibility If you have authentic socially responsible initiatives, communicating them proactively can pay off. Think sustainability programs, community projects, charitable work, and similar efforts.
The noble edge effect: Genuine social responsibility is rewarded with greater brand trust and increased profits.
Examples of brand transparency (NS, Patagonia, Tony’s Chocolonely)
3. Communication and responsiveness
“Will this company respond if I need support?”
Communication, through copy, visuals, and proactive service, shapes brand perception at every step of the customer journey.
Clear, helpful language signals expertise and care, while silence or hard-to-find contact options raise doubts.
Visitors pick up on these cues instantly, often without realizing it.
Here’s how visitors describe this:
“The contact options were hidden, didn’t give a good feeling.”
“It’s not clear how I can reach this website if I have questions.”
“It feels impersonal, cold.”
How communication influences trust When a site speaks with confidence and warmth, people believe the brand is capable and approachable. Prominent contact options and a service-oriented tone lower the perceived risk of doing business. If those elements are hidden or absent, trust quickly erodes.
What works Thoughtful communication tells visitors that help is always within reach and that the brand stands behind its promises.
Clear copy: Use persuasive, reassuring language that highlights expertise and service.
Consistent tone: Carry that voice through menus, headers, and calls to action so visitors feel guided.
Visible promises: Share service guarantees such as 24/7 support or years of experience.
Contact options: Offer easy ways to reach a real person: phone number, live chat, or quick email response.
Human touch: Add team photos or names to make communication feel personal and genuine.
Best practice examples (AutoTrack, Floryn)
Best practice examples (Vattenfall)
Vattenfall uses copy to highlight expertise and helpful service.
Each menu topic includes a reassuring message, such as “years of experience” and “always well organised.” Headlines contain clear promises and actions. A prominent section at the bottom of the page lists reasons to choose Vattenfall. Visitor comments: “Looks professional and reliable.” “Plenty of images showing why you should sign a contract, sustainable.”
CentraalBeheer.nl focuses on personal service, expertise, and positivity.
Visitors are addressed personally, creating a helpful impression.
Copy reinforces the idea that they are the experts ready to assist you.
Here’s what visitors told us: “They come across as very knowledgeable.” “Good company with extensive experience and strong finances.” “I immediately see what I need and it feels professional.”
Louwman.nl creates a warm, helpful atmosphere with both images and text.
The landing page opens with a brand promise: “We are happy to help you get started.”
Visitor comments: “Beautiful, clear, calming.” “Neat site without too much advertising.” “You feel they value the customer.”
4. Visual design and overall look
“Does this site look professional and trustworthy?”
Design is a powerful driver of brand perception, shaping both trust and credibility. Research shows:
94% of people say design is the main reason they reject or distrust a website.
75% admit they judge a company’s credibility based on its website design.
46% name design as the most important factor when assessing a company’s credibility.
Even if every other element is in place, poor visual design makes trust hard to win. Appearance covers layout, images, color choices and the emotions they convey.
“The colors and images look dated. It makes me wonder if the company is still active.”
“The layout feels messy, so I don’t trust the rest of the site.”
How design influences trust A well-crafted look signals professionalism and care, creating confidence before a single word is read. Attractive sites also benefit from the aesthetic-usability effect: visitors are more forgiving of minor usability flaws when the design feels appealing.
What works
Imagery: Use warm, sharp visuals that fit the product and feel current.
Color palette: Provide enough contrast and variation to create depth and warmth.
Short copy: Keep copy concise and easy to scan.
Whitespace: Give elements room to breathe to avoid clutter.
Details: Add thoughtful touches such as icons, subtle shadows and balanced shapes to create a polished, modern feel.
Examples of good design
Examples of good design (ANWB)
Examples of good design
5. Usability
“Why is this site so slow and hard to use?”
Usability is the behind-the-scenes factor that shapes how trustworthy a website feels. Smooth navigation, fast loading, and clear information make visitors relax. Glitches, long waits, or messy layouts do the opposite.
One good or bad detail can color the whole experience. This is called a Halo/Horn effect. A single positive cue, like quick page loads, lifts confidence across the site, while one negative cue, like a broken menu, spreads doubt everywhere.
Here’s how visitors describe the gap when usability is poor:
“This site takes forever to load.”
“I can’t find the information I need.”
“There are too many pop-ups, it feels sketchy.”
How usability influences trust When a site feels effortless to use, people assume the brand is competent and reliable. If it’s slow, confusing, or overloaded with ads, they question the company behind it and leave before engaging further.
What works
Fast page speed: Keep the site fast and stable to avoid slow load times or glitches.
Clear navigation: Use logical navigation so visitors always know where they are.
Complete information: Provide well-organized information without forcing endless scrolling.
Limited distractions: Avoid intrusive pop-ups or excessive ads that break focus.
Smart layout: Check layouts on all devices so nothing appears misaligned or hard to use.
Source: Google research
Examples of poor usability: a site that isn’t responsive on mobile (1) and a site that displays distracting ads (2)
Building trust is an ongoing practice
Trust is not a single tweak or a one-time project. It runs through every click, every scroll, every interaction on your site.
Start by understanding how visitors experience your brand today.
Research where confidence grows and where it breaks.
Map the pain points before you plan solutions.
Then test. Apply the methods outlined in this whitepaper and see what moves the needle for your audience.
Every small fix matters. With each clearer page, faster load, and more human touch, you earn a little more trust and get one step closer to turning a casual visitor into a loyal customer.
Building trust is an ongoing practice
Checklist: online trust
Social proof
Integrate social proof throughout the entire website.
Identify the type of social proof that works best through research and testing.
Choose and test the most effective placement for social proof.
Make every piece of social proof clickable and easy to verify.
Show only authentic social proof.
Brand transparency
The entry point or introduction to the brand’s background is easy to find (for example, a clear menu link that isn’t buried on the page).
Create an “About us” section or page that feels personal and answers the question “Who are you?”
Add team photos, faces, goals, mission, vision, key initiatives, and company history to bring the brand to life.
Checklist: online trust
Communication and responsiveness
Use copy with persuasive words and phrases that convey expertise, helpfulness, and a strong service mindset.
Include brand promises, unique selling points, headings, and supporting text that reinforce these qualities.
Offer contact options proactively, ideally a visible phone number and a live chat feature.
Visual design and usability
Optimize the site’s look and feel so it matches the expectations of your target audience.
Remove fundamental usability issues such as incomplete information, illogical navigation, or technical flaws.
Your coach for online success
We help our clients win with a dedication to strategic insights, forward-thinking teamwork, and a growth-oriented mindset.
Leading brands like Allianz, ABN AMRO, Vodafone, ING, Google, and Suzuki have trusted WUA as their digital growth partner for over fifteen years.
Our approach empowers you to:
Systematically map out the entire customer experience
Gain insight into customer perceptions of your website and the impact of adjustments
Identify unmet customer needs
We then translate these insights into actionable priorities and a clear plan.
Start your journey here
Do you want visitors to trust your brand from the very first click? We can help you build and measure that confidence.
Book a demo and discover how our products, Website Experience Deep Dive and Digital Market Tracker, provide a complete view of your market and help you deliver the best possible digital customer experience.
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Michiel Cassee Digital Research Consultant michiel.cassee@wua.cx
