Starting an Online Business All-in-One For Dummies®, 3rd Edition

Displaying Seals of Approval

When most people shop at a store online, they look for signs that the business is legitimate — particularly if it's new or located in a different city or if they're just not familiar with it. Offline, people look for a valid business license hanging behind the counter or a local Chamber of Commerce sign.

The online equivalent of the local Chamber of Commerce is a seal of approval from one or more third-party organizations. Customers feel safer shopping online with you when you post a seal of approval on your site. Table 1-1 lists organizations that provide seals. Although these seals aren't requirements, they definitely boost buyer confidence.

Table 1-1 Organizations Providing Reliability and Privacy Seals

You can apply for the following types of seals:

• Reliability: Posting this type of seal on your site confirms that its sponsoring companies have verified information about your business. Additionally, it confirms that you agree to abide by certain online advertising and operating standards and dispute-resolution guidelines. Often, part of the qualifying process for the seal requires that you be in business for a certain length of time (usually, a minimum of a year).
• Privacy: You're eligible to display a privacy seal on your site if you meet stringent ...