Psychological background of trustworthiness on the internet

In business life, we are more often confronted with a situation that hardly any of us like to experience. We are on the road for our company. We meet strangers somewhere and start talking to them in a friendly way. That’s the way etiquette dictates. At some point it turns into a sales talk. Maybe because we want to sell something, maybe because the other party wants to sell. But somehow there is always a stale feeling. Although it is like that in business, trust is missing. It is missing because we now know that small talk is used as an introduction to influence emotions. But where there is no trust, there is no turnover. Webmasters and online marketing agencies face the same problem. How to create the necessary trust on the web?

Building trust on the Internet is an extensive task. People react to the most diverse, subjective signals – mostly subconsciously. One small deficiency and they switch to escape mode. Here are some factors you can use to build a better relationship with your target group on the web.

Prove social proof – clearly and recognisably

Probably the most important step is to show social proof signals on your website. Social Proof – these are signs that your company is highly trusted in the community. Helpful for this are:

Visible references from well-known companies or recommendations from customers who thank you. They can easily be inserted as small snippets between the content – as an image. References are also valuable because they are a testimony to years of experience.

Show excerpts from customer reviews.

Appearances in social media where you show the greatest possible transparency into the inner workings of the company.

Certificates on your website that clearly show that everything is legal. For example, the Trusted Store seal for the online shop.

Psychological determinants

There is a kind of scale in every human head. This evaluates every product and every company we know. So many things play a role in this that this post could go on forever. However, the most significant factor is that trust always comes when you are perceived as a friend of a friend. That is, when recommendations come from people the target group particularly trusts or likes. Then the score is always highest.

For such situations, marketing companies look for influencers. These are people who have built up a certain level of awareness among their fans over the years. It’s not for nothing that this form of marketing is virtually rampant. And this was also the reason why Facebook ads worked so well in the beginning. Because in the new network, friends recommended something to their friends. In the meantime, this is changing again. As is often the case, people have realised that recommendations from friends cannot always be trusted. Moreover, many citizens are fundamentally distrustful of what happens in social media.


As a conclusion, it can be said that trust has to be built up in different ways. It is best to use as many elements of social proof as possible instead of putting all your eggs in one basket.