Building Website Trust: The Complete Checklist for AI

Building website trust requires implementing specific elements that AI systems check. This complete checklist covers every trust signal: legal compliance pages, contact information, security configuration, advertising practices, content maintenance, and disclosure requirements. Most trust signals are binary—you either have them or you don't. Work through this checklist to ensure you've covered every base.

Legal Compliance Checklist #

Privacy Policy #

• □ Privacy Policy page exists and is accessible
• □ Linked from footer on all pages
• □ Explains what data is collected
• □ Describes how data is used
• □ Covers third-party sharing
• □ Includes contact for privacy questions
• □ Dated with last update

Terms of Service #

• □ Terms page exists
• □ Linked from footer
• □ Covers user responsibilities
• □ Includes disclaimers appropriate to content
• □ Dated with last update

Cookie Consent #

• □ Cookie consent banner (if using cookies)
• □ Options to accept/reject non-essential cookies
• □ Cookie policy explains what cookies are used
• □ GDPR-compliant for EU visitors
• □ CCPA-compliant for California visitors

Contact Information Checklist #

• □ Contact page exists and is accessible
• □ Email address provided (not just a form)
• □ Contact form works and sends notifications
• □ Physical address (for businesses with locations)
• □ Phone number (for customer-facing businesses)
• □ Response expectations set (“We respond within 48 hours”)
• □ Multiple contact options available

Security Checklist #

• □ Site loads over HTTPS (not HTTP)
• □ SSL certificate is valid (not expired or self-signed)
• □ HTTP automatically redirects to HTTPS
• □ No mixed content warnings (all resources load over HTTPS)
• □ Security headers implemented (HSTS, X-Content-Type-Options)
• □ Forms protected against spam

Test your security at SSL Labs and aim for an A rating.

Advertising Checklist #

• □ Ads don't outnumber content
• □ Ads clearly distinguishable from content
• □ No pop-ups blocking content
• □ No autoplay video ads with sound
• □ Mobile ads don't break experience
• □ Sponsored content labeled as such
• □ No misleading ad placements (“fake download buttons”)

Content Maintenance Checklist #

Broken Links #

• □ No internal 404 errors
• □ External links still work
• □ Regular link audits scheduled
• □ 404 page provides navigation options

Content Freshness #

• □ Publication dates displayed
• □ “Last updated” shown for evergreen content
• □ Outdated information corrected
• □ Old statistics updated
• □ Recent content published

Technical Health #

• □ Site loads quickly
• □ Mobile-friendly
• □ No JavaScript errors in console
• □ Images load properly

Disclosure Checklist #

Affiliate Relationships #

• □ Affiliate disclosure at top of relevant content
• □ Clear language (“This post contains affiliate links”)
• □ Disclosure before first affiliate link
• □ Overall affiliate disclosure policy page

Sponsored Content #

• □ “Sponsored” or “Paid” labels on sponsored content
• □ Clear distinction from editorial content
• □ Follows FTC guidelines

Methodology and Process #

• □ How you test/evaluate products disclosed
• □ Editorial independence stated
• □ Review methodology explained
• □ Criteria for recommendations transparent

Risk Warnings (YMYL) #

• □ Health content includes “consult your doctor” disclaimers
• □ Financial content includes risk warnings
• □ Legal content notes jurisdiction limitations
• □ Appropriate caveats for advice content

Quick Trust Wins #

If you're starting from scratch, prioritize these:

• 1HTTPS: Mandatory, non-negotiable
• 2Privacy Policy: Required for virtually all sites
• 3Contact Information: Shows accountability
• 4About Page: Humanizes your brand
• 5Fix Broken Links: Easy technical cleanup

Summary #

Website trust is built through implementing specific elements:

• Legal pages: Privacy, Terms, Cookies
• Contact info: Multiple ways to reach you
• Security: HTTPS, valid SSL, no warnings
• Clean advertising: Reasonable, labeled, non-deceptive
• Maintained content: Working links, current information
• Transparent disclosure: Affiliates, sponsors, methodology

Work through this checklist systematically. Most trust signals are binary—implement them and you're covered.

Related: Trust in EEAT: The Foundation of AI Content Evaluation

About the Author

Yue Zhu@Seenos.ai

Product Manager at Seenos.ai. Pioneer in AEO research since 2024, exploring the convergence of SEO and GEO (Generative Engine Optimization). Led multiple AI-powered content optimization projects that achieved 300%+ citation increases in ChatGPT and Perplexity.