ScoreMySite

Trust

No privacy policy, terms or contact details

By Caleb Gross · Updated · Based on Jev AI scores of 116 pages

Short answer

Link Privacy, Terms and a real contact email in your footer, and show your company or founder name. Visitors look for these before signing up.

Footers without a privacy policy, terms or contact details are surprisingly common on new products. To a cautious visitor, that's a sign the site might not be around next month.

5.8/10

average first-visit trust score across the leaderboard

Why it matters

These pages are rarely read, but often checked. Their absence is a red flag; their presence is a quiet signal that a real business stands behind the product.

Signs your page has this problem

How to fix it

  1. 1

    Add a privacy policy

    Say what data you collect, why, which services process it, and how people can delete it.

  2. 2

    Add terms of service

    Cover billing, cancellations, refunds and acceptable use in plain language.

  3. 3

    Show a real contact

    A support email that a human reads, in the footer and on the pricing page.

  4. 4

    Name the business

    Your company or legal name in the footer (“© 2026 Acme LLC”).

Checklist

Pages that get this right

The highest first-visit trust scores on the ScoreMySite leaderboard.

C

clickup.com

ClickUp™ | Maximize productivity • Software, AI, and humans converge

8.6/10Z

zapier.com

Zapier: Automate AI Workflows, Agents, and Apps

8.5/10A

ahrefs.com

Ahrefs—AI Marketing Platform Powered by Big Data

8.5/10

Questions

Does a small SaaS need terms of service?

Yes. They set expectations about billing, cancellation and acceptable use, protect you in disputes, and signal to visitors that you're a real business.

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More landing page mistakes

Trust

Why visitors don't trust your SaaS

Pages that feel risky to a first-time visitor.

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Hiding who's behind the product

No names, faces or story, so the product feels anonymous.

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No risk reversal near the button

Visitors don't know what happens if it doesn't work out.

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Fake urgency and dark patterns

Countdown timers that reset and “only 2 spots left” that never changes.

Headline

Your headline doesn't say what you sell

Clever or abstract headlines make visitors guess what the product is.

Headline

Buzzwords and jargon in your headline

“AI-powered, all-in-one platform” tells visitors nothing they can picture.