Trust Anchors Linguistic and Cultural Audit

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When you have localised your website for a new target country but are experiencing a poor conversion rate, it is a good idea to check you are displaying culturally-appropriate trust anchors (e.g. using the correct currency and localised language) as these encourage your audience to stay on your site. A native speaker from your target region will conduct a cultural and linguistic audit on your website, identifying positive and negative trust anchors and delivering these to you in a PowerPoint format or PDF file.


Here’s when Trust Anchors Linguistic and Cultural Audit can help!

  • 1

    When your website has been localised for another target country

  • 2

    When your website shows poor conversion rate



When an internet user lands onto your webpage, it takes few seconds for them to decide if they trust your website or not. They will look at different visible elements on your page and decide if they want to continue to browse your site. “Trust Anchors” are features of web pages which link strongly to ideas of trust and relevance for a particular audience (e.g. using the correct currency, localising the language correctly, referencing the appropriate laws) and are therefore very helpful in encouraging users to continue through to a conversion.

Trust anchors vary from one country to another and depend on cultural references. By conducting a linguistic and cultural audit you will be able to understand why your website converts into sales for some markets and not for others.

A native from your target region will conduct an audit on your website to identify trust anchors and will classify them into two categories: positive trust anchors and negative trust anchors.


Quality process

The process begins by completing a briefing questionnaire with your project manager to clarify your target region and any relevant information about the sector/market. This briefing will be visible to all the team members involved with delivering the audit and is the foundation for all our quality checks.

A native speaker of your target language, under the supervision of your project manager, will conduct an audit on your website to identify positive trust anchors (that foster trust with the user) and negative trust anchors (that create distrust with the user and could damage your credibility and website performance). Lists of these two types of trust anchor will be delivered to you in a PowerPoint file or a PDF file.


Webcertain Group is passionate about generating business growth for its clients in any part of the world. A team of native speakers of all the world’s major languages works together to achieve client objectives - no one understands working with different cultures and the nuances of language in the globe’s search engines better than the Webcertain multilingual teams. Webcertain operates in 44 languages.

Benefits of working with Webcertain:

International specialist since 1997

Transparency and online portal management

No minimum contract period

No minimum order value

International know-how shared

Quick response times

Trust Anchors Linguistic and Cultural Audit

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