Search engine results pages or SERP’s are often seen as a bit of a black art by business owners, as Google keeps its ranking criteria well protected, but every now and again they let us in on a little bit of the secret! In December 2020 they issued their “core update”, which detailed the E-A-T criteria, which standard for expertise, authoritativeness, and trustworthiness. Of these three elements, trust and trustworthiness are probably the easiest to deal with and we have detailed below ten effective steps you can take to ensure your website evokes trust for your website visitors. Who will hopefully become happy customers and buyers…


  1. Make your content a priority

The content on your web pages, whether it be product info, details of your services, blog articles or tutorials should be of a high quality. It should be well written, with no duplications, no broken links and factually correct.

  1. Have a professionally designed website

Would you part with your cash on a shoddy looking site? NO! A design template style may seem like an excellent idea when you’re starting out but it won’t cut it as your business grows.

  1. Show certifications to prove you can be relied on

Security is essential to your customers. Including things like SSL certifications.

  1. Link to review sites

Supplying links to websites such as Trustpilot will be seen favourably amongst your website visitors.

  1. Make sure the website loads quickly.

A client will not wait for your product web pages to load and this is certainly going to have an adverse impact on your conversion rates.

  1. Have an effective “about us” page.

The personal touch can make a large difference. Adding photos and bios for your team will add the human element and a personal spin can work wonders.

  1. Display your address as well as a phone number

Website visitors are potential customers who want to confirm the credibility of your site, so don’t let them down by failing to offer this necessary info.

  1. Proofread your material.

Sloppy material with misspellings as well as bad grammar can make a site visitor end their browsing session very quickly.

  1. Show secure buy signs on e-commerce sites

On-line buyers are smarter than in the past and actively try to find signs of secure shopping when they visit an e-commerce website.

  1. Use video where possible

Text endorsements are fine but video done right can be even better, especially for client testimonials or product demos.


Keep in mind that every page within your website should have an objective, and that objective needs to be something that adds to the overall user experience of the site. But it is important to remember that Google’s standards are perpetually changing to keep up with changes in technology, changes in user behaviour and to ultimately keep us on our toes, so do not think that once your site is published it can be left to its own devices, it needs nurturing and altering as your business grows – don’t neglect it or your website visitors.