The Growing Importance of Privacy Policy & Terms Pages for Your Website

Trust is a valuable asset for your business.

We need only look to the Facebook scandal of last year to see how diminished trust impacts a brand’s reputation – even when it’s a top performing company.

One way to establish trust in your company is by including two important pages on your website:

  • Privacy Policy

  • Terms & Conditions (or Terms of Use, Terms of Service)

Both pages help lay the groundwork for positive brand association. Let’s take a look at how these two website pages can impact your business.

Trust from Search Engines

When your website includes privacy policy and terms pages, search engines take notice. Google’s TrustRank considers them “trust signals” – they tell Google whether or not the links and content on your pages are legitimate.

That means when your website is trusted by search engines, your website has more authority. It is more likely to appear higher in search results!

Trust from Consumers

Privacy policy pages, as well as terms and conditions pages, help consumers feel better about doing business with your company.

The privacy policy page tells people how your website collects and uses personal information. In an age when the majority of consumers do not trust brands with personal data, your privacy policy can set an expectation of protection that consumers need.

Terms and conditions pages, on the other hand, set forth the rules and guidelines for website visitors. It tells them what is and isn’t allowed on your site, and how you deal with misuse when it happens. The terms page can legitimize your company, too, so it helps consumers feel good about getting on board.

All in all, when consumers trust your business, they are more likely to become customers and recommend you to family and friends. You have the opportunity to grow your business, because you have the support of customers who trust you.

The Impacts on Your Business

Aside from the trust factor, privacy policy and terms pages also offer protection for your business.

If your website collects any type of personal information, then a privacy policy is required. Having this in place protects your customers when they use your website, and protects your company if any litigation matters arise.

The terms page also offers protection for your company. While it’s not required, it does lay out the rules of using your website, which can safeguard your business in a legal matter.


Trust is becoming the linchpin to business success. It creates confidence and positive brand experiences for consumers, and it generates more opportunity for businesses. Taking the time to put privacy policy and terms pages on your website is a small – yet very impactful – way you can create a storehouse of trust for your business.

Reach out with any questions you might have regarding how RSO can help you with your digital marketing.

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