The Google Search That Should Terrify You

The Search Nobody Wants to See

A brand I worked with had solid products. Loyal repeat customers. 59% returning customer rate.

But new customers? They were Googling: "Is [brand name] legit?"

Before adding to cart. Before checkout. Sometimes during checkout.

And by the time a customer is fact-checking you on Google, the sale is already dead.

Because trust, once broken, doesn't come back.

The Silent Panic Before Purchase

Here's what happens in the 30 seconds before someone buys from you:

They're excited. They've found what they want. They're ready to commit.

And then: doubt creeps in.

Is this site secure? Will my package actually arrive? Is this a scam?

Your brain is wired to protect you from threats. And online shopping is full of perceived threats:

• Will they steal my credit card info?
• Will the product look like the photo?
• Will they ghost me if something goes wrong?

Every tiny signal on your site either builds trust or erodes it.

And when the erosion outweighs the trust? They Google you.

70% of Consumers Research Brand Legitimacy Before Checkout

This isn't paranoia. It's normal behaviour.

Especially for first-time customers. Especially for brands they've never heard of.

They're not Googling after a bad experience. They're Googling before they even risk one.

And what are they looking for?

• Reviews (real ones, not fake 5-star spam)
• Reddit threads ("Has anyone actually bought from [brand]?")
• Scam reports
• Social proof

If your site gives them any reason to doubt, they'll go looking for validation elsewhere.

And most won't come back.

"Too Good to Be True" Pricing Triggers Threat Detection

Your brain has a built-in scam detector. And it's very sensitive to:

• Prices that seem impossibly low
• Offers that sound too good ("70% off everything!")
• Urgency that feels manufactured ("Only 2 left! Deal expires in 3 minutes!")

This brand ran frequent sales. Big discounts. Aggressive messaging.

And instead of driving urgency, it triggered suspicion.

If these pants are really worth A$150, why are they always 50% off? Are they fake? Defective? A scam?

Discounting isn't inherently bad. But constant discounting trains customers to distrust your pricing.

Every Hidden Fee, Typo, or Pop-Up Adds to Subconscious Doubt

Trust is fragile. And it's built (or destroyed) in tiny, barely-noticeable moments.

A typo in your product description? Your brain registers: unprofessional.

A pop-up that looks like a phishing attempt? Your brain registers: threat.

A hidden shipping fee at checkout? Your brain registers: deception.

None of these alone will kill a sale. But together? They compound.

This brand had:

• A "Deal Unlocked!" pop-up that looked like malware
• Hidden shipping costs until checkout
• Cluttered product pages with unclear navigation
• Inconsistent branding across platforms

Each signal whispered: something's off here.

And when enough whispers add up, customers leave.

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The Trust-Economy Mechanics

Trust is built in microseconds. Before you read a single word, your brain has already decided: safe or threat?

Predictable Design = Safe Brain Response

Your brain loves patterns. Predictable layouts. Expected placements.

When a site follows standard conventions, your brain relaxes. I know how this works. I'm safe here.

When a site breaks conventions "to be creative," your brain tenses. This feels unfamiliar. Is this a trap?

Standard conventions:

• Navigation at the top
• Cart icon in the top right
• Logo links back to homepage
• Checkout flow: cart → details → payment

This brand tried to be unconventional. Creative layouts. Non-standard navigation.

And customers found it confusing. Not charming. Confusing.

Confusion = friction. Friction = abandonment.

Clear Copy = Competence

Vague messaging signals uncertainty. And uncertainty kills trust.

Compare:

Vague: "Style for Every Day"
What does that mean? Who is this for? What do you sell?

Clear: "Everyday Pants for Real Women — Sizes 8-22, A$10 Flat Shipping"
Oh. I know exactly what this is. And if I'm the target, I'm in.

This brand leaned into vague, "lifestyle" messaging. It sounded nice. But it didn't say anything.

And when customers can't figure out what you do in 3 seconds, they leave.

Secure UX Patterns = Reduced Cognitive Load

Certain design patterns make your brain feel safe:

Drawer carts (side panel that slides out when you add to cart):

• Instant visual confirmation
• No redirect, no friction
• Feels smooth and modern

Visible contact information:

• Email, phone, physical address (if applicable)
• Signals: "We're real. You can reach us."

Clear return policy:

• Not buried in fine print
• Stated upfront: "Free returns within 30 days"

Trust badges (when real):

• Secure checkout icons
• Payment provider logos (Visa, Mastercard, PayPal)
• Real certifications (not generic "100% secure!" graphics)

This brand had none of these. No drawer cart. Contact info buried. Return policy hidden. No trust badges.

Every missing signal added cognitive load. Is this safe? Can I trust this?

And cognitive load kills conversion.

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What Triggers the Legitimacy Check

Your brain's scam detector trips on specific signals. Here are the biggest ones:

1. Pop-Ups That Look Like Phishing Attempts

This brand's "Deal of the Day Unlocked!" pop-up appeared the moment you added something to cart.

It had:

• Aggressive, urgent copy
• Bright colours and flashing elements
• Immediate interruption

To the brand, it was a fun promotion.

To customers, it looked like malware.

Result? They Googled the brand before proceeding.

2. Hidden Costs

You see a product for A$100. You add it to cart. You go to checkout.

Suddenly: "Shipping: A$15."

Your total is now A$115. You didn't budget for that.

And your brain flags this as deception.

If they hid this, what else are they hiding?

3. No Clear Contact Info or Return Policy

If customers can't find a way to reach you, they assume you're hiding.

And if they can't find your return policy, they assume it's bad.

This brand buried both. Contact page required digging. Return policy was in the footer, in tiny text.

Customers didn't find it reassuring. They found it sketchy.

4. Cluttered, Unprofessional Design

This doesn't mean your site needs to be "perfect." But it needs to feel competent.

Signs of incompetence:

• Typos in product descriptions
• Broken links
• Slow load times
• Inconsistent fonts/colours
• Low-quality product photos

This brand's site had cluttered product pages. Too many variants displayed at once. Confusing navigation. Slow load times.

It didn't feel premium. It felt chaotic.

5. Inconsistent Branding Across Platforms

Your Instagram looks one way. Your website looks another. Your email campaigns look different again.

To you, it's "evolving."

To customers, it's unstable.

Consistency signals competence. Inconsistency signals disorganisation.

And disorganised brands don't feel trustworthy.

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