Google Business Profile 100% complete
A complete profile gets 2.7x more clicks and shows in Maps.
Trust Builder
Building Online
Trust Checklist
Audit the signals that help a first-time visitor believe your business is credible, safe and ready to help.
01
Google & Local Presence
For local trust, Google is your first impression.
Consistent NAP across the web
Name, Address, Phone must match everywhere or Google distrusts you.
Reviews responded to — good & bad
89% read replies. A thoughtful reply to a negative review builds more trust than 5 stars alone.
Real photos — exterior, interior, team, work
Businesses with >10 real photos get 42% more direction requests.
Hours accurate incl. public holidays
Nothing damages trust faster than driving to a closed business.
02
Social Proof
People trust people. Show real customers vouch for you.
Written testimonials with full name & suburb
'J.S.' feels fake. 'Sarah M., Parramatta' feels verifiable.
Google reviews embedded on site
On-site reviews are easy to fake. Google widgets are trusted.
1–2 detailed case studies
Case studies prove process and results, not just happy words.
Client logos (with permission)
Recognisable logos act as instant credibility shortcuts.
Real photos — no stock
Customers spot stock photos in seconds and trust drops.
03
Security & Privacy
Security isn't technical — it's respect for your customer's data.
SSL padlock visible, no mixed content warnings
A padlock is the minimum expectation for any form or payment.
Privacy policy — plain English, Australian
Required under Australian Privacy Act if you collect any personal info.
Terms & conditions / service agreement
Clear terms reduce disputes and show you run a proper operation.
Secure payments — badges & trusted providers
Seeing Stripe, PayPal, Afterpay or Visa/Mastercard logos lifts conversion.
Spam-free forms — honeypot + clear consent
CAPTCHAs frustrate users. Hidden spam and pre-ticked boxes erode trust.
04
Content & Authority
Authority is built by teaching, not selling.
About page with real people, not corporate fluff
People buy from people. A genuine story outperforms a mission statement.
FAQ that answers real objections
FAQs pre-handle doubts and reduce support emails.
How-to content or buying guide
Teaching builds authority faster than any ad.
Credentials, licences, insurance visible
Licence numbers and qualifications are trust shortcuts in Australia.
Awards, media mentions, or certifications
Third-party validation is 10x more trusted than self-claims.
05
Communication & Service
Fast, consistent communication is the fastest trust builder.
Reply time promise & kept — <2 hours business hours
78% buy from the first business that responds.
Live chat or clear contact options
Choice builds confidence. Some prefer call, some prefer message.
Returns / refund / guarantee policy visible
A clear policy reduces perceived risk more than a discount.
Consistent branding — logo, colours, tone
Inconsistency feels unprofessional or like a scam.
06
Social Media Trust
Social profiles should confirm, not confuse.
Active profiles — posted in last 14 days
Dormant socials make businesses look closed.
Consistent handle & profile photo
Mismatched handles look like imposters.
Real engagement — replies, not just likes
Comments and replies signal a real, caring business.
Link back to website & website links to socials
A closed loop proves both properties are owned by you.
07
Ongoing Maintenance
Trust decays without upkeep. Review monthly.
Monthly trust audit — 15 minute review
Small issues compound. A monthly check prevents trust erosion.
Refresh testimonials & case studies
Old dates make social proof feel stale.
Check analytics for trust drops
High bounce on Contact or Pricing pages = trust issue.
Update security & policies annually
Outdated policies or expired SSL certificates instantly destroy trust.