Credibility of Web site can be engineered via design

There are 6 design implications that can help boost a Web site’s credibility. A site can gain
credibility only when they are able to recognize the needs of their audiences and use features such
as fresh content, quick responses to customer questions, email confirmations of online
transactions, search capabilities, printer-friendly pages, and contact information to improve a
visitor’s Web experience.

The integrity of content on a site, also, has considerable impact on how
people evaluate the credibility of a Web site. Consumers want content that identifies its sources and
provides authors’ credentials, separates advertising from editorial content, does not run too many
ads on a page, and does not display ads through pop-up windows. Web sites need to be easy to
use by being very easy to navigate. A sites’ appearance is also important. Consumers are more
likely to believe a Web site that looks professionally designed and appears visually appropriate to
the subject matter. Having simple technical errors or too many graphics that affect download times
can have devastating impacts on credibility. How respected a company is across the World also
affects its credibility online; so, a company needs to make sure they are well respected and have a
positive reputation offline to ensure positive reaction online. More at Stanford-Makovsky Web
Credibility, :
http://www.webcredibility.org/pdf/Stanford-MakovskyWebCredStudy2002-prelim.pdf