You wouldn’t design your company letterhead without your name, physical address, and phone number, so it is surprising how many business websites fail to include basic contact information.

Business or site identity and clear contact information should be included on every page. In addition, you should include phone numbers and physical address details if you are attempting to reach customers in your local area.

The Role of the Tagline

Every business site should also feature a tagline that quickly identifies your industry and target market. In his book Don’t Make Me Think, usability expert Steve Krug notes:

“A tagline is a pithy phrase that characterizes the whole enterprise, summing up what it is and what makes it great.”

Krug emphasizes that a good tagline is clear, informative, conveys a distinction and direct benefit to the customer, and is “just long enough” (roughly six to eight words). This is simple, yet often overlooked, advice.

Another pillar of digital trust is navigation. As much as possible, navigation should remain consistent throughout the site.

While it is acceptable to have a slightly different navigation layout on your home page, all interior pages should be identical. The navigation links should appear in the same position, be styled consistently, and remain visually distinct from the main body text or surrounding graphics.

Additionally, providing a clear text-based fallback or site map is essential for accessibility. The visitor should always be able to find their way back to the home page easily.

A Clear Call to Action

Finally, a call to action is an essential piece of information on any business site.

Make it immediately clear to the visitor what action you want them to take after viewing a page. Whether it is signing up for a newsletter, reviewing portfolio pieces, or filling out an inquiry form, the call to action doesn’t have to be loud or dominant, but it must be present and intuitive. Trust is built when user expectations align with clear page outcomes.