What Trustworthy Websites Look Like in 2025 (According to Consumers)

Have you ever clicked on a website and immediately felt something was off? Maybe the design looked outdated, the product descriptions were suspiciously vague, or the return policy was nowhere to be found. You probably didn’t stick around long, and you definitely didn’t make a purchase.

You’re not the only one who has clicked away. In fact, 87% of consumers have immediately left a website because it didn’t look trustworthy.

The reality is this: trust issues don’t just cost you clicks. They cost you customers.

But what exactly makes a website earn or lose trust?

This report reveals what online shoppers notice in those first few seconds, what makes them leave, and how to design a website that builds trust and drives sales.

Key Takeaways

• First impressions are everything. 83% of users judge a website’s credibility in under 20 seconds. If your website doesn’t feel professional or secure, you’re losing customers before they even scroll.
• Good web design equals credibility. Your website’s design isn’t just for aesthetics. It’s a trust signal. 84% of consumers say design influences whether they shop with a brand, and 23% say it’s the top factor they assess to determine if a website is trustworthy.
• Customers need to feel secure before they are willing to spend. Security features play a significant role in building that confidence. 33% of users say the lock icon from an SSL certificate is what makes a site feel secure, while 14% look for trust badges. Small details go a long way in earning customer trust.
• Even small mistakes cost you trust (and sales). Typos, broken links, and slow loading times quietly erode web credibility. 65% of shoppers distrust websites with grammar issues, while 46% say broken functionality is a red flag.

Website Trust Begins with the First Click (and Impacts Every Sale)

Customers determine whether a website is trustworthy almost as soon as they land on it. According to Clutch survey data:

• 28% of users judge a website almost immediately.
• 55% of users form an opinion within 10–20 seconds.

Not to mention, only 13% judge your brand after thoroughly interacting with your site. That means you have a very short window to build trust with your visitors, and they aren’t giving you the benefit of the doubt.

If you lose the trust of a website visitor, you’ve essentially lost a potential customer. Forty-five percent (45%) of users say that the first impression of a company’s website completely shapes their decision to further engage, and that they’ll leave if it seems untrustworthy.

With the stakes this high, your business needs to start building trust with each visitor as soon as they click onto your website. Otherwise, your revenue is taking a massive hit. 

Web Design is the First Thing Users Notice to Determine Trust

What are online shoppers assessing to determine credibility? The number one factor is design, with 21% of users saying a site’s design and layout are the biggest indicators of credibility.

What users notice first matters more than ever. However, not every design detail carries the same weight, and some elements instantly shape a user’s perception. According to consumers, these are the first things they notice when they land on a new website:

1. Design and layout (e.g., a clean, professional look) (30%)
2. Ease of navigation (19%)
3. Imagery of visuals (13%)

Together, these visual cues either build credibility or break it. If your website’s design is outdated, the navigation is confusing, or the images are blurry, you’re likely losing more than half of your visitors before they even have a chance to explore your site.

Website Design Tweaks To Build Trust

To retain and build trust with users on your website, it’s essential to have a clean, professional, and user-friendly design. Some areas to focus on include:

• Prioritize a clean, scannable layout that is also mobile-friendly.
• Be consistent in your branding by using the same colors, fonts, spacing, button styles, etc., for a cohesive experience.
• Create intuitive navigation for the user throughout the site.
• Update imagery to be clear and relevant. 

The Top Features That Make a Website Feel Secure

While having a professional website design is a major key to building trust and establishing credibility with users, there are several other factors consumers consider when evaluating a website’s security.

Our survey showed that 33% of shoppers say having a lock icon in the address bar (from an SSL certificate) is the strongest trust signal that makes them feel a website is secure.

Other top trust signals include:

• A clean, professional design (23%)
• Visible and recognizable security badges (14%)
• Two-factor authentication for logins or purchases (11%)

Less notable, but still helpful, trust signals include clear privacy standards and terms of service (8%), transparent data practices (5%), and testimonials or reviews on the website (4%).

The least impactful trust signal? An “About Us” page that shows people behind the business, with only 2% of consumers saying it's their top indicator of trust.

How To Help Customers Feel Secure on Your Website

To get your target audience to make an online purchase, they need to feel secure on your website. Here are a few action items you can take to boost that sense of security:

• Ensure your site has a valid SSL certificate and that the lock icon is clearly visible in the browser.
• Display recognizable security badges, especially in the checkout process.
• Offer two-factor authentication for account logins to add an extra layer of protection.

Lastly, don’t underestimate the power of clean, professional design. It not only helps your website appear more credible, but it also makes users feel safer while browsing and buying.

If you’re unsure if your current web design is giving the right impression to your visitors, ask your audience. Conduct a survey to gather honest feedback from your existing customers or target audience. Then, use their insights to guide improvements to your design.

Website Mistakes That Drive Users Away

Shoppers consider several other factors in addition to design and security features when determining if a website is trustworthy.

Of those surveyed, 65% say typos, bad grammar, and placeholder text make them distrust a website. Confusing navigation comes up again as it is next on the list, mentioned by 49% of respondents.

Other factors that cause distrust in a website include:

• Broken functionality, such as broken links and 404 errors (46%)
• Outdated or clunky website design (45%)
• Slow website / long loading time (44%)
• No visible way to contact the company (42%)
• Pop-ups (39%)

Simple Fixes to Build Website Credibility

Many elements on your website can erode trust. Luckily, though, most have simple fixes. Here are a few tactics you can use to improve your website’s credibility and reduce bounce rates:

• Run regular site audits to catch typos, outdated content, and broken links.
• Update your website with a refresh or invest in a full redesign.
• Test navigation on both desktop and mobile to ensure it’s intuitive.
• Make your “Contact Us” page easy to find and use, and consider adding a live chat feature.
• Remove third-party pop-up ads and limit the number of pop-ups overall.

Additionally, prioritize increasing your website’s speed. Not only does a slow website undermine a user’s trust, but 48% users only wait 10 seconds or less before giving up on your website.

To keep your site fast and responsive, upgrade your hosting, compress or resize images, and reduce third-party tools. These improvements help create a smoother, more trustworthy experience from the moment someone lands on your site.

Final Thoughts: The Cost of an Untrustworthy Website

Trust is the bridge between hesitation and purchase, and it’s easier to break than you might think. Whether it’s poor web design, overlooked errors, or missing security signals, even small missteps can raise red flags that send potential customers running.

Thankfully, trust can be earned. By addressing those doubts through clear design, functional usability, and visible security, you create a website that feels safe, professional, and worth engaging with.

Ready to increase your website’s credibility? Explore our list of top web design companies to find the right partner to help you build a more trustworthy website.

Methodology

This report is based on a survey conducted on June 24, 2025, using the online polling platform SurveyMonkey. We surveyed 263 consumers in the United States between the ages 18-99 of all income levels who are the primary decision makers in a household. The respondents were 49% male and 51% female.

Participants were asked a series of multiple-choice and single-selection questions about their experience, frustrations, and preferences when establishing trust and credibility on a website. Quotas were applied to ensure a balanced distribution across demographic segments. All respondents were required to complete the survey in full to be included in the final analysis.

The findings provide insights into consumer behavior and sentiment around website trust and credibility in 2025. 

About the Author

Jeanette Godreau Senior Content Marketing Specialist at Clutch

Jeanette Godreau crafts in-depth content on web design, graphic design, and branding to help B2B buyers make confident decisions on Clutch.  

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