Trustworthy online? Prove it
People know your real-life reputation. But what about your digital one? People want to know where they stand. Are they dealing with a cloned website that shares malicious content? Or is this a fake email designed to steal payment details, writes Louise McKeown Doogan, chief growth officer at .IE.
We live in an age where some ransomware companies now have customer care departments, and the online health of the nation needs to improve as a consequence.
And if you are running an SME, you can probably feel that shift yourself. Customers are more cautious. They double-check links. They hesitate before entering payment details. They might even abandon a purchase altogether if something does not look or feel quite right. The reality is that trust online is not automatic. It has to be earned, and then re-earned, every single day.
Meanwhile, cybercriminals are getting better at what they do. They copy branding, clone websites and craft emails that look almost identical to the real thing. For many customers, it is becoming harder to tell what is genuine and what is not and that uncertainty affects all of us.
Our research
Recently, we issued a piece of research which showed almost one in five of Ireland’s top companies have experienced significant cyber-attacks in the last two years. Conducted by Amárach on behalf of .IE, this research surveyed nearly 400 essential Irish firms in January 2026.
Our findings are most definitely concerning. Particularly when we know phishing scams (60 per cent) and the exploitation of system weaknesses
(21.3 per cent) are the most common ways attackers gain access.
For many Irish businesses, that is a sobering statistic. It is not just large multinationals in the firing line. Irish businesses of all sizes are being targeted. And while the financial impact can be serious, the reputational impact can be even harder to recover from. Once trust is shaken, it takes time, effort, and clear signals to win it back.
Digital Trust .IE
This where we want to introduce the concept of ‘digital trust’. Digital trust is about having confidence in your digital reputation so you can thrive online.
Here in .IE, Ireland’s national domain registry, we believe that digital trust is built on three cornerstones: your domain, website and email. If these are solid, people can have confidence in you. If not, they will ask serious questions.
The Digital Trust Mark
Last month, stood on the windswept Dún Laoghaire pier alongside five Irish wolfhounds, we launched Ireland’s Digital Trust Mark. This is an evidence-based evaluation service where your business is measured across 28 tests, assessing your domain, email and website.
Why these three areas in particular? Let us explain:
- Your domain is who you are online. If the domain is not trustworthy, nothing built on it is;
- Your website is what people see and interact with. Websites are where trust is tested; and
- Finally, email is who is allowed speak as you. If email is not protected, your brand can be impersonated.
We like to think of the Digital Trust Mark as the NCT for your online identity. Websites and emails carrying the mark will give customers confidence that they are operating to meet the highest digital standards.]
How can I get the Mark?
If you have an online presence, you can now be assessed on www.digitaltrust.ie, in just a few clicks. It is also important to note that the Digital Trust Mark is open not only to .ie domains but also to .com and other domains used by Irish organisations.
The process has been designed to be straightforward and accessible, removing complexity for businesses that may not have in-house tech expertise.
Once you receive your Digital Trust Score, you will either be entitled to carry the Mark, or you will have clear next steps to reach the required standard. This structured feedback element is aimed at helping organisations strengthen weak points and improve their digital configurations in a measurable way.
What is the pay-off for businesses?
Firstly, enhancing your digital trust can lead to more conversions. Research from Baymard.com shows that 19 per cent of users abandon an online purchase solely because they “do not trust the site with their credit card information”. Therefore, greater trust improves cart abandonment statistics.
Secondly, better customer retention. According to the Edelman Trust Barometer, 71 per cent of consumers say it is more important to trust brands today than in the past. 59 per cent will stay loyal to a brand even when offered cheaper alternatives.
Finally, you will achieve a higher shareholder return. Cited by Forbes, it has been identified that high-trust organisations delivered a 286 per cent higher return to shareholders than that from low-trust organisations.
Conclusion
To conclude, businesses of any size cannot afford to take their digital reputation for granted. As technology evolves rapidly, including the rise of artificial intelligence, maintaining customer trust online is a strategic investment.
An online presence that appears to function may not always demonstrate the authenticity and trustworthiness customers expect. Until now, there has been no visible way for consumers to know that a website meets a recognised standard and no way for businesses or organisations to signal that they do.
The Digital Trust Mark, and distinctive wolfhound symbol, signals that they demonstrate authenticity, responsible digital practice, and a trustworthy online experience.
