The Ultimate Guide to Trust Badges

You’ve done the hard job.

You’ve attracted people to your site.

They’ve read your copy. And they’re convinced your product is the one.

They should now be itching to click the buy button.

Well, not so fast, cowboy!

This is the internet we’re talking about. And in this world, trust is the most important thing.

This point when the person is about to turn from a passive reader to an active customer is a delicate stage.

It’s when trust issues arise. When anxiety kicks in. When doubt cripples the brain.

And if you want your target customer to click that buy button, it’s your job to nip anxiety in the bud.

There are many ways to do this:

But one of the easiest ways you can promote trust is by using trust badges or trust seals.

Put them at points where anxiety might kick in, like your product pages or near the buy button. That’s how you prevent the tragedy of a warm lead who decides against it and proceeds to click the back button instead.

What gives website trust badges this power to change minds?

Trust badges are third party proof that vouch for your site’s security and trustworthiness.

Here’s the thing.

Your customers buy online with trepidation. Not only are they on the lookout for the best product for their needs. They also have to figure out if they’re buying it from a business they can trust.

Will you deliver the exact item you say on your product page? Is your website secure? Can they trust you with their personal information? Will they get their money back if they return the item?

These are questions that linger in the back of your customer’s mind. Waiting to influence their decisions. Unless you do something about it first.

The truth of the matter is that they just want to get on with their lives and make the process as quick as possible.

So when you have trust badges on your site, you allow them to take a shortcut.

They now have third-party proof from a credible outside entity that they can trust your site.

And when they see this, they become more likely to buy.

But where and how do you get these trust seals?

Well, today, I’ll show you exactly that.

====What we’re going to talk about today===


Trust badges resource: where to get site seals for your website

First things first.

Don’t just slap any trust badge on your site expecting your customers to magically trust you.

It doesn’t work that way.

It’s an element that will only work when everything else is in place.

Things have to be built one on top of the other to make the best of what trust badges can do for your site.

This means:

The copy addresses your customer’s emotions.

The UX design is flawless.

The reviews and testimonials perfectly accentuate the benefits of buying your product.

In short, convince him that he’s on the right page and staring at the right product.

Done that?

Now add a trust badge to calm any anxious thoughts.

And he becomes more likely to convert.

Here are the places to get trust badges from. Bookmark this page for future reference.

Guaranteed Safe Checkout Trust Badges

Most of these badges cost money. With these, you pay a third party company to regularly and continuously check your website’s credibility and security.

The best places to put them on are on product pages or under the call to action button.

Think about the customer. At what point during the process is he going to be most anxious about his personal information’s privacy or his credit card’s security? Put these badges at these points of high tension.

Norton Trust Badges Powered by Digicert

In a Baymard study in 2013, Norton trust badges came out on top as the badge that gave the most sense of consumer trust.

This is all well and good. But it’s not the cheapest option. It’s worth buying, however, if the ROI is justifiable.

About Norton Trust Badge

  • The Norton trust badge used to say, Powered by Symantec. Since it was acquired by Digicert in 2017, the badge now bears the Digicert name.

To get the Norton trust badge, do this:

  1. Buy the Digicert TLS/SSL certificate here.
  2. Install the Norton seal on your site. Click here for installation instructions

Mcafee Trust Badges

GoinFlow in their trust badge research found that McAfee Secure increases conversions. They’ve consistently found that the absence of a McAfee badge decreases conversions and its’ presence increases it.

Here’s a chart of one of the sites they tested it on.

The McAfee secure trust badge is free for the first 500 visitors of your site. After that, you will need to upgrade to the McAfee Secure Certification Pro.

Here’s what you get with a McAfee Pro certification

Where and how to get it:

SSL Secure Site Seal

If you don’t have an SSL security yet, do it now. Many hosting companies offer this free so there’s no reason for you not to have it.

Depending on which SSL certificate you have, you’ll be entitled to put a site seal from that company online.

These seals certify your website’s SSL security and ensure that transactions are all encrypted. There are a few of these online. Check with your hosting company to see if they offer SSL protection with hosting.

Here are some SSL certificate providers you might want to consider buying from.

Get Comodo Site Seal

  1. Buy the Comodo site seal here. The certificate starts at $88.
  2. Go to this page and copy the code you need to add the seal to your site.

Trustlock SSL Verified Secure

Trustlock has three different site badges. You can buy them separately depending on your needs but you can also buy all three for $20/month

Each badge costs $9. Choose from either a business verification, privacy safe verification or an SSL secure verification.

Trustlock has a 30-day money-back guarantee. If you don’t increase sales within 30 days, you get your money back.

Where and how to get it:

Payment gateways as website trust badges

If you accept payments on your site, then having the logo of the payment gateway you use is also a legitimate trust badge that increases trust.

They’re cost-effective and quicker to add on to your site.


One of the most recognized payment gateways, the Paypal certified logo is the most recognizable and trusted brand.

In fact, in ConversionXL’s study on trust seals, Paypal came out to be the most trusted brand for online payments.

Stripe Trust Badges

If you accept Stripe payments, display the Powered by Stripe badge on your checkout pages.

Here’s where you get the logo kit.

Accepted Credit Cards

Alternatively, you can also include logos of credit cards you accept.

Whenever you use these logos, take note that there are brand guidelines on how to properly use them.

Other Trust Badges

Trust badges are not just limited to SSL and other secure site certifications. But you can also increase trust by showing visitors that they have nothing to lose if they buy from you.

How do you do this?

By reassuring them with things like:

  • Return guarantees
  • Easy product returns
  • Shipping guarantees

Here are some badges you can use for these. Whatever design or color you want, be it black and white trust badges or gray ones, you’ll find the image or vector you need in one of these three sites.

120+ Badges from Trustlock

Trustlock has a lot of free downloadable trust badges that you can use on your sites. You can use these badges for free with a Rrustlock subscription. If you don’t have a subscription, they require a link back.

Convertful Trust Badges

Convertful offers 60 free trust badges. You’ll need to give them your email and subscribe to their marketing materials. Then you can download them for personal and commercial use. The badges are on a Creative Commons Attribution-ShareAlike 4.0 International License.

Freepik Money Back Guarantee Badges

Choose the image that’s perfect for your website’s theme with the many vector icons available from Freepik.

You can use Freepik graphics for free with attribution. But with a premium subscription at $9.99/month, you can use them freely on all your commercial projects.

Resources: Adding Trust Badges to Your Site

Here are some tutorials to help you add trust badges to your site. This one’s for Shopify and WordPress

How to add trust badges to Shopify

The easiest way to add a trust badge to Shopify is by using an App. Here’s how it works:



As you can see, the Free trust badge by Hektor Commerce gives you a good start. The basic badges are sufficient but if you want extra features like custom css and easy drag and drop features, it will cost you $9.99/month.

A more advanced method to add a trust badge to your Shopify store is by tweaking with your theme’s code. Here’s a quick tutorial on how to do that.

  1. First you will need to have the images you need for the site such as the payment gateway or SSL certificate icons in one image.
  2. Then go to your Shopify store and upload the image files: Settings>files
  3. Now comes the tricky bit. If you’re not familiar with code, I suggest hiring a Shopify expert to add it in.
    1. Click Store on the menu.
    2. Looking at your current theme, click actions >edit code
    3. Open the Product template file. Sections>Product template
    4. Find the words Add to Cart in that code. Use Control+F/Command+F to quickly find it.
    5. Add in the image URL under the Add to cart button
  4. Click Save

Here’s a video tutorial on how to do this:


Shopify resources

How to add WordPress Trust badges

Like a lot of things with WordPress, using a plugin is the quickest and easiest way to do this. But you can also easily add it to the functions.php file.

Here’s the code to help you add trust badges below the Add to cart button.



So there you have it. Everything you need to know to put trust badges on your site.

But as well as putting this into action, bear in mind that a trust badge is only one of the ways to increase trust in your site.

If you really want to increase conversions, don’t solely depend on a trust badge to magically do the hard work. You’ll also need to sell the perfect product to the right people.

And as usual, at the risk of sounding like a broken record, always test it. You never know which trust seal your target customers respond to.

Author: Kurt Philip


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Hi, I’m Kurt, the founder & CEO of Convertica. We live and breathe conversion rate optimization. I hope you enjoy our findings.

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