Stanford Web Credibility Project

While this research remains popular today, please note we are no longer maintaining all of the links in this project.  

The Persuasive Tech Lab did early research on the factors that affect the credibility of websites. Since our investigations in the 1990s, we’ve found that online credibility has morphed. With the rise of Web 2.0 services, the focus of credibility evaluations extend beyond the page to the people represented. In other words, Credibiltity 2.0 has become more like reputation, or perceived reputation.

The researchers compiled 10 guidelines for building the credibility of a web site. These guidelines are based on three years of research that included over 4,500 people. It is still a popular resource today.