Mostly small, unglamorous signals, not big design flourishes.
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Actual photos of the shop, the team, or the work, even if imperfect, read as more credible than stock imagery. Stock photography has become a quiet red flag for a page that might not represent a real, currently active business.
A phone number, a real address, named opening hours, and direct answers to specific questions, like whether the work comes with a guarantee or how long a job typically takes, build more trust than broad claims like "quality service you can trust." Specific, checkable details read as more honest than general reassurance.
Reviews work best shown directly on the page itself rather than hidden behind a link to another site. Dated reviews, and more than just one or two of them, help avoid the impression that they've been cherry-picked. If you're short on reviews to show, see our guide on getting more reviews.
Correct opening hours matter more than they might seem, nothing undermines trust faster than a site implying a business is closed when it's actually open. Current pricing and any visible sign of recent activity help too.
Broken links, a contact form that clearly doesn't send anywhere, stock photos of obviously different people or locations, and hours that contradict the business's own Google listing all chip away at trust quickly, often before a visitor consciously notices why.
No. Clarity and honesty read as more trustworthy than expensive-looking design. A clean layout with real, specific information usually beats an elaborate one with vague content.
It's usually better to address a genuine pattern in negative feedback than hide it. An otherwise strong review score with a couple of average reviews often reads as more authentic than a suspiciously perfect one.
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