Trust signals: identity, support, proof

Day 11: Trust signals: identity, support, proof

Focus: AI systems and customers both look for identity and support proof before they trust an offer.

What you will achieve today

• Add or improve core trust signals on your store.
• Make support options explicit and realistic.
• Choose one proof element to add (reviews, guarantees, certificates).

Deliverables

• Improved About or Contact section with clear identity.
• One additional trust signal added to product pages.

Step-by-step

1. Check your footer: add contact email and business name exactly as registered.
2. Add an About snippet: who you are, where you ship from, how to reach support.
3. Add support hours or response time promise you can keep.
4. Add one proof element: verified reviews, photos, lab test, certificate, or press mention.
5. Ensure proof is visible and linked.

Checklist

• Contact route is clear (email or form) and tested.
• Business identity is consistent across pages.
• Proof element is verifiable, not vague.

Examples

Support promise

• Good: Support replies within 24 business hours via email support@store.com
• Bad: Support is always available

Common mistakes

• Overpromising support response time.
• Using fake badges or unverifiable claims.

Done when

• A new visitor can find who you are and how to reach you in under 15 seconds.
• At least one proof element is present on the PDP.

Next: Tomorrow you will run the top 10 merchant readiness checklist and prioritise fixes.