I have gotten more into this lately trying to block off future black and white animal attacks. I do think the more legit a site is and seems to be, will help a bit.
Act like a bigger company any way you can.
Have a about us page.
Have a real phone and address somewhere.
Have a costly trust badge of some sort if the site can afford it.
Create some sort of charity/community outreach page and act like you doing something good near you.
Join a local business council or chamber that lists and links to members. You might get credibility and a legit link out of it.