Signals we look for
Credibility is built from many small, verifiable facts. A visitor who cannot find your address or company number, or who sees a copyright line from 2019, starts to wonder whether the firm still exists. The audit scans the visible text, links and structured data of your homepage for the signals that answer those doubts.
- Business name, physical address, phone number and email address.
- Company registration or VAT number in recognised European formats — VAT ids by country prefix, Reg. No, CUI, HRB, KvK, SIREN or Companies House numbers.
- Imprint or legal notice, terms and privacy policy links.
- About and team pages, client reviews, testimonials, case studies and client logos.
- Memberships and certifications, such as a bar association, chamber or professional body.
- Social profiles, a map or directions link, business hours, a current copyright year and HTTPS.
Why it matters for regulated professions
Clients of law firms, notaries and accountants hand over sensitive information and often money held on account. Fraudsters know this and set up look-alike websites. Clear, consistent identifying details — the same name, address and registration number on your site, your business profile and the professional register — make it easier for a client to check that they are dealing with the real firm.
Some details are also legal requirements. Under the EU E-Commerce Directive, service providers must make their name, geographic address, contact details, trade register number and VAT number easily accessible, and regulated professions must name their professional body and title. Germany and Austria require an Impressum. How exactly this applies to you depends on national law.
Small fixes with a big effect
Most gaps can be closed in the footer: add the registered company name and number, the VAT id, the full office address, opening hours and a link to your imprint and privacy policy. Update the copyright year automatically. Add a team page with real photos and short biographies and link the professional bodies you belong to.
Reviews only help when they are genuine. Link to your profile on an independent platform rather than copying selected quotes, and never publish testimonials you cannot verify.
Consistency across the web
Trust signals work best when they agree everywhere. Check that your firm name, address and phone number are identical on the website, your Google Business Profile, your professional register entry, LinkedIn and legal directories. Small differences, such as an old office address on one directory, confuse both clients and search engines and make it harder for AI assistants to describe your firm accurately.