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You can decide a website looks trustworthy or slightly dodgy before you've bought anything, signed up or sometimes even properly looked around.
PwC's 2025 Customer Experience Survey found that 29% of US consumers had stopped using or buying from a brand because of poor customer experience. More than half stopped because of a bad experience with the product or service itself. So trust isn't even all about how safe the website is.
Digital-first brands don't have a shop or somebody standing in front of you making a first impression..
They Make the Fundamentals Consistent
A brand’s fundamentals should remain the same at all times. The logo on Instagram should be the same as on the website, the contact information should not be different on Google and the contact page, and the pricing, names and basic company information should be the same across the board.
Broken links, outdated social media accounts and websites that appear to be from another entity can cause customers to second guess a brand, and, even if nothing sinister is afoot, it can look unprofessional.
TheyBuild It Into the Design and User Experience
Good design doesn't mean something looks expensive.
The basics matter more, like functioning buttons and pages that load correctly on any device.
Spinoli is one example. Its casino website is available across desktop and mobile, with third-party reviews describing the platform as modern and mobile-friendly.
That's the sort of thing digital brands need to get right because users aren't going to congratulate a company for having a responsive website. They just expect it to work.
They Create Secure Access and Have Clear Privacy Policies
Names, addresses, payment details, passwords and sometimes identity documents all need protecting depending on what the website does. Secure logins help, as do two-factor authentication and additional checks when something unusual happens on an account.
But brands also need to explain what they're doing with the data. PwC found 53% of consumers thought sharing personal information could be worthwhile when it made their experience smoother. The problem comes when companies mishandle it: 93% said that would make them lose trust in the brand.
They Are Transparent
How much does the product cost? Are there extra fees? Can you cancel? Who actually owns the company? What happens if something goes wrong? If there's an important condition, hiding it in tiny print won't make customers feel better when they eventually find it. And the same goes for mistakes.
Digital brands sometimes seem terrified of saying something has gone wrong, even when customers already know it has. A clear explanation is better than pretending nothing happened while people complain about it publicly.
Reviews play into that as well. Not everyone will be positive, and people know that. Seeing how the company reacts can often be much more helpful than reading five flawless reviews that somehow always seem to be on the same page.
The way the entity builds credibility is by ensuring that everything people see gives them a similar feeling: the brand is knowledgeable, communicates properly and does not force customers to overwork just to use the service.
