ScoreMySiteTrust
Why visitors don't trust your SaaS
By Caleb Gross · Updated · Based on Jev AI scores of 116 pages
Short answer
Show the real people behind the product, make contact easy, link to Privacy and Terms, add verifiable proof, and reduce risk with a free plan, trial or refund promise.
Trust is whether a first-time visitor feels safe giving you their email, their data or their card. Many pages give them almost nothing to go on: no names, no contact, no policies and no proof.
59%
of the 116 landing pages Jev scored have this issue
5.8/10
average first-visit trust score across the leaderboard
Why it matters
Trust is one of the lowest-scoring areas in our data. Low trust doesn't show up as a single complaint. It shows up as people who liked the page but didn't sign up.
Signs your page has this problem
- No visible founder, team or company name.
- No way to contact a human besides a form.
- No Privacy Policy or Terms links.
- No testimonials, numbers or third-party ratings.
- Signup asks for a card with no trial, refund or guarantee mentioned.
How to fix it
- 1
Show who's behind it
A founder photo and name, an About page, and links to your X or LinkedIn.
- 2
Make contact easy
A real email address in the footer, and a reply-time promise if you can keep it.
- 3
Add the basics
Privacy Policy, Terms, and your company name in the footer.
- 4
Reverse the risk
Free plan, free trial, “no card needed”, or a clear refund promise near the button.
- 5
Add verifiable proof
Named testimonials, real usage numbers, and links to public reviews.
The trust checklist visitors run without noticing
Who made this? Can I reach them? Do other people use it? What happens to my data? What if it doesn't work for me? Every one of these should have a visible answer on your page or one click away.
Trust signals for small and new products
You don't need big logos. A founder's face and story, a public changelog showing steady updates, fast replies to email, honest limits (“we're a small team”), and a generous free plan can be more convincing than a wall of badges.
Checklist
- Founder or team named and pictured
- Real contact email visible
- Privacy and Terms linked
- Named testimonials or real numbers
- Risk reducer near the button
- HTTPS and a custom domain
Pages that get this right
The highest first-visit trust scores on the ScoreMySite leaderboard.
clickup.com
ClickUp™ | Maximize productivity • Software, AI, and humans converge
zapier.com
Zapier: Automate AI Workflows, Agents, and Apps
ahrefs.com
Ahrefs—AI Marketing Platform Powered by Big Data
Questions
How do I make my website more trustworthy?
Show the real people behind it, make contact easy, link to Privacy and Terms, add named testimonials or real numbers, and reduce risk with a free trial, no-card signup or refund promise.
Do small sites need a privacy policy?
If you collect any personal data, including emails, you usually need one, and visitors look for it as a trust signal either way.
Does your page make this mistake? Find out in seconds.
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More landing page mistakes
Trust
Hiding who's behind the product
No names, faces or story, so the product feels anonymous.
Trust
No risk reversal near the button
Visitors don't know what happens if it doesn't work out.
Trust
No privacy policy, terms or contact details
Missing basics make a site feel temporary or unsafe.
Trust
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.