EEAT · 20 January 2026 · 9 min read
Trust pages that actually convert
Trust pages are not just compliance. The right structure measurably lifts conversion on commercial pages.
About, contact, privacy and terms pages are the four trust pages every site needs. They are also the four most often skipped by quality raters and conversion auditors. A 30 minute polish on each usually moves trust scores enough to lift conversion.
About page
Before going further, get clear on the following. Each point below covers a different part of the picture.
- Real photos of real people.
- Founders' names, roles, and short bios with sameAs links.
- Mission statement in one sentence.
Contact page
A few things are worth unpacking here. The points below cover the main ones, so read them as a set before deciding what applies to you.
- Working contact form with response time commitment.
- City or address (real businesses have a real location).
- Named contact person (not just "the team").
Privacy and terms pages
These pages rarely get read in full, but their absence or vagueness is noticed by both quality raters and cautious buyers deciding whether to hand over payment details.
- A privacy policy written in plain language, not just boilerplate.
- Clear statements on what data is collected and why.
- A terms page that matches what the business actually does.
- A visible last updated date on both documents.
Measuring the impact
Trust page improvements rarely show up as a dramatic spike, so measure them alongside the pages they support rather than in isolation.
- Track conversion rate on the commercial pages linked to trust pages, not the trust pages themselves.
- Watch for a change in form completion or checkout abandonment after updates.
- Ask a handful of new customers what almost stopped them converting.
- Revisit all four trust pages roughly twice a year.
Questions
Not usually as a direct ranking factor, but they contribute to the overall trust signals quality raters and, indirectly, algorithms take into account.
At least once or twice a year, and immediately after any change to how data is collected or the service is delivered.
It is workable for some service area businesses, but a genuine location or clearly stated service area is generally more convincing to both visitors and reviewers.