The Web Credibility Project: Guidelines - Stanford University

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Paul Barnes

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Maggie Wolfe Riley

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Sandro Feuillet

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PIERRE ULMER

The Stanford Web Credibility Project: Part of the Stanford Persuasive Technology Lab our goal is to understand what leads people to believe what they find on the Web. We hope this knowledge will enhance Web site design and promote future research on We...

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Melanie Wiscount

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Joan J. Osborne

These guidelines can be used to facilitate a discussion about what factors a user should consider when determining the quality and credibility of a Web site's content.

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Jose Sanchez

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Rachel Resnick

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dmj_ellis

"We have compiled 10 guidelines for building the credibility of a web site. These guidelines are based on three years of research that included over 4,500 people."

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23 Jan 08

nick forsberg

10 points to help make your site credible

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Ben Schlaepfer

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27 Sep 07

jozek grzymala

Typographical errors and broken links hurt a site's credibility more than most people imagine. It's also important to keep your site up and running.

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Mr. Smith

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Thanasis Priftis

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Nadine Davis

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Mr Maher

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13 Mar 07

Richard Sedley

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Chris Jobling

Stanford University Guidelines for Web Credibility.

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03 Jan 07

Andy Breeding

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09 Dec 06

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08 Nov 06

David Leal

Avoid errors of all types, no matter how small they seem.
Typographical errors and broken links hurt a site's credibility more than most people imagine. It's also important to keep your site up and running.
Design your site so it looks professional (or is appropriate for your purpose).
We find that people quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues, and more. Of course, not all sites gain credibility by looking like IBM.com. The visual design should match the site's purpose.
Use restraint with any promotional content (e.g., ads, offers).
If possible, avoid having ads on your site. If you must have ads, clearly distinguish the sponsored content from your own. Avoid pop-up ads, unless you don't mind annoying users and losing credibility. As for writing style, try to be clear, direct, and sincere.
Make it easy to contact you.
A simple way to boost your site's credibility is by making your contact information clear: phone number, physical address, and email address.
Update your site's content often (at least show it's been reviewed recently).
People assign more credibility to sites that show they have been recently updated or reviewed.
Make your site easy to use -- and useful.
We're squeezing two guidelines into one here. Our research shows that sites win credibility points by being both easy to use and useful. Some site operators forget about users when they cater to their own company's ego or try to show the dazzling things they can do with web technology.
Show that honest and trustworthy people stand behind your site.
The first part of this guideline is to show there are real people behind the site and in the organization. Next, find a way to convey their trustworthiness through images or text. For example, some sites post employee bios that tell about family or hobbies.
Show that there's a real organization behind your site.
Showing that your web site is for a legitimate organization will boost the site's credibility. The easiest way to do this is by listing a physical address. Other features can also help, such as posting a photo of your offices or listing a membership with the chamber of commerce.
Highlight the expertise in your organization and in the content and services you provide.
Do you have experts on your team? Are your contributors or service providers authorities? Be sure to give their credentials. Are you affiliated with a respected organization? Make that clear. Conversely, don't link to outside sites that are not credible. Your site becomes less credible by association.
Make it easy to verify the accuracy of the information on your site.
You can build web site credibility by providing third-party support (citations, references, source material) for information you present, especially if you link to this evidence. Even if people don't follow these links, you've shown confidence in your material.

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elle m

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10 guidelines for building the credibility of a web site based on three years of research involving over 4,500 people

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Ten guidelines for building the credibility of a web site.

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We have compiled 10 guidelines for building the credibility of a web site. These guidelines are based on three years of research that included over 4,500 people.
Useful as a guide for students to determine a websites credibility as well.

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