Trust Signals & Compliance
Only 36% of UK SME Websites Have an About Page, Contact Page and Privacy Policy: The Trust Page Gap
Only 9 out of 25 UK SME websites (36%) had all three basic trust pages: About, Contact and Privacy Policy. Privacy policies were most common at 84%, driven by GDPR. About pages were found on just 52%.
Last updated: March 2026
We checked 30 UK small business websites for three foundational trust pages: About, Contact and Privacy Policy. Barely a third had all three.
TL;DR
- Only 9 out of 25 accessible UK SME websites (36%) had all three basic trust pages
- Privacy policies were the most common at 84%
- Contact pages were present on just 56%
- About pages were found on just 52%
- Terms pages were the rarest at 28%
- Law firms and estate agents had some of the weakest trust page coverage
Why these three pages matter
About pages, contact pages and privacy policies serve straightforward purposes for both humans and AI systems. For AI, these pages provide entity information that helps platforms understand who a business is, where it is located, and whether it appears to be legitimate.
What we found
Trust page presence across 25 accessible UK SME websites
| Page type | Sites with page | Percentage |
|---|---|---|
| Privacy Policy | 21 | 84% |
| Contact page | 14 | 56% |
| About page | 13 | 52% |
| Terms page | 7 | 28% |
| All three (About + Contact + Privacy) | 9 | 36% |
Industry breakdown
| Industry | About | Contact | Privacy | All three |
|---|---|---|---|---|
| Accountancy (9) | 3 (33%) | 4 (44%) | 8 (89%) | 2 (22%) |
| Personal Trainer (3) | 2 (67%) | 2 (67%) | 2 (67%) | 2 (67%) |
| Legal (3) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) |
| Plumber (3) | 0 (0%) | 1 (33%) | 2 (67%) Source: Rank4AI Research (2026-03-12) Related Research AP Adam Parker AI Search Visibility Specialist Adam is the founder of Rank4AI, specialising in AI search visibility. He helps businesses get found across ChatGPT, Gemini, Perplexity, and AI Overviews through technical optimisation and strategic content. Last reviewed: 7 April 2026 Is your business one of them?Get a Free AI Search Visibility Audit →Trust, Legal and Governance Rank4AI is a UK based AI search agency operated by Rank4AI Ltd. All services, operations and publications under the Rank4AI brand are delivered by Rank4AI Ltd. Legal and RegistrationRegistered in England and Wales. Company number 16584507. DUNS 233980021. ICO registered. UK Government procurement supplier. Details publicly available via Companies House and OpenCorporates. Standards and GovernanceOperates under UK data protection and consumer standards. Aligns with UK GDPR, ISO 27001 and ISO 9001 principles. Working towards Cyber Essentials certification. Domain ContinuityPrimary domain www.rank4ai.co.uk. Business ownership, entity and services remain unchanged. Reviewed quarterly. Last reviewed 31 March 2026. |