Your company has put careful thought and time into building trust between your brand and your customers, and for you, it is a top priority to ensure that this trust remains intact. Don’t let website errors negate your efforts! Discrepancies in content and problems with your site’s web design can instantly change how your client base thinks about your brand’s integrity, and can even dissuade them from purchasing your products again.

Neustar recently conducted a study to identify the most common factors that will instantly dissolve trust in a brand. Interpreting these statistics and understanding the way your customer considers their trust in an online company is essential in preventing customers from being permanently turned off by your website.

[ File # csp6501428, License # 3132532 ] Licensed through in accordance with the End User License Agreement ( (c) Can Stock Photo Inc. / barneyboogles

Here are 3 things you can do to secure online trust:

  1. Provide Consistently Accurate Information

You are the first and foremost authority of information about your company and its services, and customers expect content on your website to be relevant and invariably accurate. Neustar identified inaccurate content as the #1 reason customers will lose trust in a brand, with 91% of people surveyed answering that unreliable information on a website will cause distrust.

Companies must be vigilant to ensure that their website not only displays correct spelling and grammar to project professionalism, but also accurate pricing and product availability. To keep a customer’s trust from the first click to checkout, content must remain consistent throughout your entire website. This means regular checkups to safeguard against information discrepancies, such as updating special offers to keep them relevant, to avoid frustrating consumers.

  1. Prioritize Website Performance

The second most significant factor in customer trust identified by Neustar was site stability, as 88% of participants in the study stated that site downtime was a factor in their trust in a brand. It should be a priority to make sure that your site works correctly in every situation, including on the various browsers that your customers may be using to view your website. Fonts, animations, and formatting may appear differently on one browser than it does on another, and in some cases may not even function. Web designers and business owners should take the time to ensure that the company’s website displays properly on every platform, especially mobile, as most customers use their phones to online shop.

  1. Eliminate Security Issues

Ranking third on the list of important factors in online trust is security. This is easy to understand – problems with a site’s security can result in severe consequences for the company. Besides causing widespread customer distrust, businesses will be required to compensate for the damage caused by the security breach.

Even though security placed third on the list, it is the factor with the most serious and long-term repercussions. The Neustar study shows that 63% of consumers do not trust brands that have had security problems, and 50% retain these negative views for up to a year after the breach.

To prevent customer doubt in your brand’s reliability, here are two solutions provided by the Neustar report. 78% of customers fear faulty security if a website’s page load speed is dragging, and page optimization is a quick fix to resolve these concerns. Companies should also consider site authentication with at least two-factors, since 55% of respondents stated that they distrust brands without less secure authentication.

To keep your customers secure in your brand’s authenticity and trustworthiness, take a little extra time to make sure that these three factors are not a problem for your company’s website.