topr8 - 8:07 am on May 13, 2010 (gmt 0)

>>using credibility indicators such as McAfee

haha, these would be the guys with the aggressive telesales people who ring all the time trying to tell you how much better your sales would improve if you pay them some large amount per year for a seal!

personally i think true trust indicators are:
bricks and mortar presence.
physical address clear on website (this is usually a card processor requirement anyway but i see it ignored all the time).
genuine photos of staff - not a stock photo of a pretty girl with a headset
answering emails as quickly as possible
very clear phone number, answered by someone who knows what they are talking about.
high position in serps, ideally first (many people really believe that google are actually recommending well ranked sites)