Trust isn't one thing. It's dozens of small signals that compound into credibility.

This checklist covers every trust signal that affects conversion rates. Use it to audit your website and identify gaps.

How to Use This Checklist

Go through each section and check what you have
Mark missing items as priorities
Focus on high-impact signals first (marked with ⭐)
Re-audit quarterly to maintain trust

Scoring guide:

✅ = Present and optimized
⚠️ = Present but needs improvement
❌ = Missing (priority to fix)

Visual Trust Signals

First impressions are visual. These signals are evaluated within 3 seconds.

Design Quality

Signal	Status	Impact
Professional logo	☐	⭐ High
Consistent color palette	☐	Medium
Clean typography (readable fonts)	☐	⭐ High
Proper spacing and margins	☐	Medium
High-resolution images	☐	⭐ High
No pixelated graphics	☐	High
Visual hierarchy (clear headings)	☐	Medium
Professional photography (not generic stock)	☐	Medium
Favicon present	☐	Low
Consistent button styles	☐	Low

Mobile Experience

Signal	Status	Impact
Fully responsive layout	☐	⭐ High
Readable text without zooming	☐	⭐ High
Tappable buttons (adequate size)	☐	High
No horizontal scrolling	☐	High
Fast loading on mobile	☐	⭐ High
Mobile-optimized images	☐	Medium
Touch-friendly navigation	☐	Medium

Social Proof Signals

Evidence that others trust you.

Testimonials

Signal	Status	Impact
Video testimonials on homepage	☐	⭐ High
Written testimonials with photos	☐	⭐ High
Full names (not "John D.")	☐	⭐ High
Company names/titles	☐	High
Specific results mentioned	☐	⭐ High
Testimonials on pricing page	☐	High
Testimonials near CTAs	☐	High
Dedicated testimonial/Wall of Love page	☐	Medium
Recent testimonials (within 2 years)	☐	Medium
Industry-relevant testimonials	☐	Medium

Third-Party Validation

Signal	Status	Impact
Client/customer logos	☐	⭐ High
"Trusted by X customers" (specific number)	☐	High
Star ratings (Google, G2, etc.)	☐	High
Review platform widgets	☐	Medium
Press/media mentions	☐	Medium
"As seen in" logos	☐	Medium
Awards or recognition	☐	Low
Industry certifications	☐	Medium
Partnership badges	☐	Low

Case Studies

Signal	Status	Impact
Detailed case studies	☐	High
Before/after results	☐	High
Named companies (with permission)	☐	Medium
Specific metrics and outcomes	☐	High
Industry variety in case studies	☐	Low

Technical Trust Signals

Backend elements that signal reliability.

Security

Signal	Status	Impact
HTTPS enabled (padlock icon)	☐	⭐ Critical
Valid SSL certificate	☐	⭐ Critical
No browser security warnings	☐	⭐ Critical
Secure checkout (for e-commerce)	☐	⭐ Critical
Payment security badges	☐	High
Privacy policy present	☐	High
Cookie consent (GDPR compliance)	☐	Medium

Performance

Signal	Status	Impact
Page load under 3 seconds	☐	⭐ High
No visible loading delays	☐	High
Images load quickly	☐	Medium
Smooth scrolling	☐	Low
No layout shifts during load	☐	Medium

Functionality

Signal	Status	Impact
All links work (no 404s)	☐	⭐ High
All buttons functional	☐	⭐ High
Forms submit correctly	☐	⭐ High
Search works (if present)	☐	Medium
Videos play correctly	☐	Medium
No JavaScript errors	☐	Medium

Content Trust Signals

What you say and how you say it.

Clarity

Signal	Status	Impact
Clear value proposition	☐	⭐ High
Understandable headline	☐	⭐ High
Specific claims (not vague)	☐	High
Benefits over features	☐	Medium
No jargon or buzzwords	☐	Medium
Scannable content (headers, bullets)	☐	Medium

Credibility

Signal	Status	Impact
Evidence for claims	☐	⭐ High
Transparent pricing	☐	⭐ High
Detailed product/service info	☐	High
No typos or grammatical errors	☐	Medium
Professional copywriting	☐	Medium
Updated copyright year	☐	Low

Freshness

Signal	Status	Impact
Recent blog posts	☐	Medium
Current testimonials	☐	Medium
Updated screenshots/images	☐	Low
Active social media links	☐	Low

Identity Trust Signals

Evidence that real humans run this business.

Transparency

Signal	Status	Impact
Founder/team photos	☐	⭐ High
Real names	☐	⭐ High
About page with story	☐	High
Company address	☐	High
Phone number	☐	Medium
Email address (not just form)	☐	Medium
Social media profiles	☐	Medium
LinkedIn company page	☐	Low

Legal/Business

Signal	Status	Impact
Privacy policy	☐	High
Terms of service	☐	High
Refund/return policy	☐	High
Company registration info	☐	Medium
Physical address	☐	Medium

Risk Reversal Signals

Reducing perceived risk of purchase.

Guarantees

Signal	Status	Impact
Money-back guarantee	☐	⭐ High
Free trial available	☐	⭐ High
"Cancel anytime" messaging	☐	High
No credit card for trial	☐	High
Satisfaction guarantee	☐	Medium

Support

Signal	Status	Impact
Multiple contact options	☐	High
Live chat available	☐	Medium
Response time stated	☐	Medium
FAQ section	☐	Medium
Help center/documentation	☐	Low

Industry-Specific Signals

Additional signals for specific industries.

E-commerce

Signal	Status	Impact
Secure checkout badges	☐	⭐ Critical
Multiple payment options	☐	High
Clear shipping information	☐	High
Return policy visible	☐	High
Product reviews	☐	High
Inventory status	☐	Medium
Order tracking available	☐	Medium

SaaS

Signal	Status	Impact
Free trial or freemium	☐	⭐ High
Transparent pricing	☐	⭐ High
Product screenshots/demo	☐	High
Integration logos	☐	Medium
Uptime status page	☐	Medium
Security/compliance badges	☐	Medium

Services/Consulting

Signal	Status	Impact
Team credentials	☐	⭐ High
Case studies	☐	⭐ High
Process explanation	☐	High
Portfolio/work samples	☐	High
Client logos	☐	High

Priority Matrix

Use this to decide what to fix first:

Fix Immediately (Critical)

❌ No HTTPS
❌ Broken links or forms
❌ No testimonials
❌ No contact information
❌ Security warnings

Fix This Week (High Priority)

❌ No social proof on homepage
❌ Slow loading (3+ seconds)
❌ No about page or team info
❌ Vague claims without evidence
❌ Poor mobile experience

Fix This Month (Medium Priority)

❌ No video testimonials
❌ Missing case studies
❌ No trust badges
❌ Outdated content
❌ Generic stock photos

Fix When Possible (Lower Priority)

❌ No awards/certifications
❌ Limited social media presence
❌ Missing FAQ section
❌ No live chat
❌ Design polish items

Tracking Your Progress

Initial Audit Score

Date: _____________

Category	Signals Present	Score
Visual	/17	%
Social Proof	/19	%
Technical	/16	%
Content	/12	%
Identity	/13	%
Risk Reversal	/8	%
Total	/85	%

Re-Audit Schedule

30-day re-audit: _____________
60-day re-audit: _____________
Quarterly re-audit: _____________

Related Resources

Website Trust Score Guide — Understanding trust fundamentals
How to Check Your Website Trust Score — Full audit walkthrough
How Testimonials Increase Trust — Psychology of social proof
Video Testimonial Examples — See what great testimonials look like

Use our free Trust Score Checker for an instant automated analysis of your website's trust signals.

Start collecting Testimonials with Say About Us for just $5 a month. (no hidden fees)

Table of Contents