Conversion & trust
Trust badge
A trust badge is a small mark showing a security or compliance credential, such as SOC 2, ISO 27001, GDPR or HIPAA, to reassure buyers about their data.
- Also called
- Compliance badge, Security badge, SOC 2 badge, Certification badge
- Spotted on
- 95 of 422 homepages
- Browse examples
- Footers →
What is a trust badge?
Trust badges answer the question every B2B buyer's security team will ask anyway. On SaaS sites they usually appear in two places: a dedicated security band (Concurrence sets four badges for SOC 2 Type II, HIPAA, PIPEDA & PHIPA and GDPR on a dark green bar) and a small row in the footer, as on Warp, Railway and Cal.
For AI and data products they have moved up the page. Flank shows three outlined compliance badges in its hero, because data handling is part of the core pitch rather than a footnote.
Good trust badges are specific ("SOC 2 Type II", not just "secure") and link to a trust center or security page. Weak ones list certifications that are still pending without saying so, or use generic padlock icons that certify nothing.
Trust badge examples from real SaaS sites
Each one is a footer capture whose design review mentions the trust badge.
When to use a trust badge, and when not to
Use it for
- Certified productsYou hold the certification and can share the report on request.
- Sensitive dataThe product touches customer, health, financial or proprietary data.
- Enterprise salesProcurement checks compliance before anyone tries the product.
Avoid it for
- Not yet certifiedShowing a badge for an audit in progress is misleading; say "in progress" in text instead.
- Generic sealsPadlocks and "100% secure" shields with no issuer add no real assurance.
- Consumer toolsIndividuals buying a small app rarely look for SOC 2; a privacy line serves them better.
Anatomy of a trust badge
- 1Credential markThe SOC 2, ISO, GDPR or HIPAA logo or a text label in a bordered shape.
- 2DetailThe type or scope ("Type II", "27001") that makes the claim specific.
- 3Section headingIn a security band, a line like "Enterprise-grade security" introduces the badges.
- 4LinkThrough to a trust center, security page or report request.
Common trust badge variants
1. Footer row
Two to five small badges near the legal links, the most common placement.
2. Security section
A full band with a heading, badges and short points on encryption and data use.
3. Hero badges
Compliance marks next to the CTA, common for AI, health and finance products.
Spotted in our design reviews
Our reviews describe a trust badge on 95 of the 422 SaaS homepages in the catalog. A few of them:
Airtable transforms teamwork.", followed by "Start building for free" and an outlined "Get in touch", then four compliance seals under "90% of Fortune 100 companies trust Airtable".
Airtable · Above the fold
Three outlined badges follow: "SOC 2 TYPE II", "GDPR/CCPA/PDPL" and "ISO 42001".
Flank · Above the fold
The left-aligned headline fills two lines, followed by a subhead, the GET STARTED - FREE FOREVER button and a line listing "SOC 2 Type II" and "HIPAA Compliant".
Fathom · Announcement bar, header and hero
A row of "SOC 2 Type II", "HIPAA Compliant" and four tool names ends the fold, with a cookie banner overlapping the product window.
Tryterracotta · Above the fold
Below the heroBelow the hero, a strip labelled "FOR AGENTS BUILT ANYWHERE" lists eight tool icons and a SOC 2 badge.
Decawork · Logo strip and agent inventory
A rounded near-black panel follows, with framed illustrations stacked in its right two thirds: a browser at "orbit.lovable.app", an integration grid, a wireframe globe and "SOC 2", "ISO" and "GDPR" badges.
Lovable · Feature cards and dark panel
A "Trusted Infrastructure" row of six round compliance badges closes the section.
Cometchat · Stats, logos and platform overview
"Enterprise-level security and controls." follows beside four compliance badges.
Metaview · Feature grid, security and case studies
Often confused with
Trust badge vs. review badge
A review badge shows customer ratings from a review site; a trust badge shows an audited security or compliance credential.
Trust badge vs. social proof
Social proof says others use the product; trust badges say the product meets a standard, regardless of who uses it.
Frequently asked
Where should SOC 2 and compliance badges go on a SaaS site?
In the footer on every page, plus a security section on the homepage or pricing page if your buyers are enterprise or regulated. Link both to a trust center.
Can you show a SOC 2 badge before the audit is finished?
Not as if it were complete. Say "SOC 2 Type II in progress" in text so buyers and auditors aren't misled.