The Web Credibility Project at Stanford University is designed to study what makes people believe the information they find on the web. Based on the research they've conducted so far, the project has published 10 guidelines for web credibility

They include:

• Make it easy to verify your accuracy
• Show that there's a real organization behind your site
• Make it easy to contact you
• Make your site easy to use and useful
• Update often
• Avoid errors