Crypto and Web3 companies face the hardest trust environment of any industry. After years of rug pulls, exchange collapses, and vaporware projects, your average visitor assumes your project is a scam until proven otherwise. That's not cynicism — it's pattern recognition.
The average crypto site scores 34 out of 100 — among the lowest of any industry we track. The irony is that many legitimate projects score poorly because they unconsciously mimic the design and messaging patterns of the scams that came before them.
You have a scam-signal problem
Dark backgrounds with neon gradients. Hype words like "revolutionary" and "next-generation." Vague promises of returns. Anonymous team sections. These aren't just bad design choices — they're active scam signals that legitimate visitors have learned to recognize. Every one of these patterns on your site costs you credibility, whether you realize it or not.
The crypto projects that convert mainstream users have figured something out: looking different from scams is itself a competitive advantage. Clean, professional design. Specific language. Named team members with verifiable backgrounds. These signals matter more in crypto than any other industry because the baseline trust is so low.
What we evaluate for crypto & Web3
- Scam-signal audit — We flag design patterns, copy phrases, and structural elements that match known scam templates. Not because you're a scam, but because looking like one costs you users. This is unique to crypto analysis.
- Team transparency — Named founders with verifiable LinkedIn profiles and track records. Anonymous teams may be acceptable in certain crypto subcultures, but they severely limit mainstream adoption. Pages with named teams tend to score dramatically higher on Trust.
- Security posture — Audit reports, bug bounty programs, insurance funds, regulatory compliance. These aren't nice-to-haves anymore. Post-FTX, they're table stakes for any project handling user funds.
- Jargon calibration — Who are you trying to reach? If it's crypto-native users, "permissionless composable DeFi primitives" might work. If it's mainstream adoption, that sentence is a wall. We evaluate whether your copy matches your target audience.
- Value explanation clarity — What does this actually do for the user? The best crypto pages can explain their value proposition without using the word "blockchain" at all. If you can't explain it to a smart 15-year-old, your page has a clarity problem.