Trust Signals & Compliance
Only 36% of UK SME Websites Have an About Page, Contact
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%.
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% |
| 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% |
Source: Rank4AI Research (2026-03-12)
View as plain-text Markdown
### Trust page presence across 25 accessible UK SME websites: key figures | 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% | Source: Rank4AI Research (2026-03-12)
“These figures come from our own audits of UK business websites, not a national census. Treat them as directional: they show the pattern across the sites we have tested, and the exact numbers will move as the sample grows and as AI platforms change how they pick their sources.”
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%) |
| 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%) |
Source: Rank4AI Research (2026-03-12)
View as plain-text Markdown
### Industry breakdown: key figures | 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%) | Source: Rank4AI Research (2026-03-12)
Source: Rank4AI Research (2026-03-12)
Related Research
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: 21 July 2026