Badges and Site Certifications: Do Users Even Care

Badge Of Excellence!Badges are small graphics that are usually included on the bottom of a page that denote that your site has met some standard or that offer a particular functionality to users. If you want to include these elements, it’s important to be selective. Some of them cost money and some of them may not even be interesting to users, whether or not they seem like a good idea to you. Your web designer can give you more information, but here are some basics to consider.

Third-Party Certifications

If your site has a particular type of certification that will make it more impressive to users, there may be a way that you can use an industry standard logo or a particular brand-name logo to convey that.

For example, there are well-known logos that you can add to let users know that you use a secure server on your site. Rather than adding a long paragraph about security and how much it means to your business on your site, consider adding one of these logos to the bottom of your page.

You can purchase site certifications from some security vendors and display their logo on your site to add an element of credibility to your domain, Ask your designer if this might be a good idea for your site. If you run an eCommerce site, for instance, having a logo that indicates that your site has been tested and has been demonstrated to be secure could make your site a more attractive option than a competitor’s site.


If your site has received any type of award, you’ll want to display this on your site. These awards can come from many different sources, but some of them may be more appropriate for your site than others.

In many major cities, there are newspapers—typically free presses—that give out awards based on votes cast by the readership. If your site has a local flavor, be sure to ask your designer to include these awards. For instance, if you were voted as being the best pizza restaurant in Chicago, you’d want that award displayed prominently on your site. Ask the venue that gave you the award if they have a graphic that you can include on your site and, if applicable, ask your designer to link it to the site that awarded it to you. Not every user will care about these types of acknowledgements, but they’re not expensive to include and they could persuade some users to patronize your business rather than others.

Industry Affiliations

Sometimes, your industry affiliations will be important and sometimes they will not. If you have an ISO certification of some sort, for instance, it’s worth putting on your site. A badge or a logo is great for this.

If you belong to an industry or trade group, you may want to include that on your site, as well, as it may add credibility. A locksmith, for instance, would most certainly want to include the logos for their locksmith trade organization as well as their license number on their site. If it’s important to your industry, include it.


Some sites—ones that have to go with video games, for example—may have ratings relevant to their content that they need to display. For example, if you designed a video game that you’re marketing through your site, you would definitely want the ESRB rating for your game displayed prominently. Make sure you ask your web designer how you should go about doing this. They’ll know how to place this type of information so that users see it without crowding out other elements of your site.

Some certifications and the badges that indicate them matter and some really do not. Ask your designer about this. Web designers know enough about what users look for to help you make a good decision about what should be on your site and what users will likely not even notice.

Matt Dandurand is the CEO of, offering web design in Los Angeles, CA.