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2:2 Increase Web Site Credibility

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2:2 Increase Web Site Credibility

Relative Importance:

Relative Importance rating of 4 out of 5

Strength of Evidence:

Strength of Evidence rating of 3 out of 5

Document Type: Guideline


General User Experience


Optimize the credibility of information-oriented Web sites.


Provide a useful set of frequently asked questions and answers (FAQs). Provide articles containing citations and references, and show the author’s credentials. Ensure the site looks professionally designed. Provide an archive of past content (where appropriate). Maintain the website’s content so that it is up to date. Make sure that links to outside sources are properly referenced, and ensure that all links coming to the site are from credible sources.


  • Fogg, B.J. (2002). Stanford guidelines for web credibility. A research summary from the Stanford Persuasive Technology Lab. Retrieved November 2005, from
  • Fogg, B.J. Marshall, J., Laraki, O., Osipovich, A., Varma, C., Fang, N., Paul, J., Rangnekar, A., Shon, J., Swani, P. and Treinen, M. (2001). What makes Web sites credible? Areport on a large quantitative study. CHI 2001 Conference Proceedings, 3(1), 61-6. 
  • Lightner, N.J. (2003). What users want in e-commerce design: Effects of age, education and income. Ergonomics, 46(1-3), 153-168.
  • Nielsen, J. (2003, November 10). The ten most violated homepage design guidelines. Alertbox. Retrieved November 2005, from

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