Listen: Here's how web users decide if online content is trustworthy.
An open-ended survey of 1,000 web users on what makes online content trustworthy. Content properties and declared sources lead, ahead of publisher and author reputation, with pictures last.
Transcript
When you read something online, how do you decide whether to trust it? A survey of one thousand web users revealed the exact clues we look for to judge credibility.
The absolute top factor is the quality of the content itself. This means the basics, like correct spelling and grammar, a professional writing style, and getting clear answers right away in the text.
The second most important factor is proof. This includes quotes, citations, and links. Interestingly, even though many people view web links skeptically as marketing tools, they still demand them as evidence to back up online claims.
The third major signal is the publisher's reputation. Users naturally trust familiar brands, as well as academic or government sources. When faced with an unfamiliar website, people will look for an about page or contact info to verify its credentials.
Other factors like author reputation, social proof, and even gut intuition play a role. But when it comes to building trust online, clear writing, solid proof, and a reputable publisher are what matter most.