A website within the area personal development and CAM – complementary and alternative medicine – needs as all sites to inspire trust to be able to attract it’s visitors to read the texts or to buy something on the site. But because of the sensitive nature of the subject even more care needs to be devoted to design a site that inspires trust.  

You might think that a strict, simple design with few colours would inspire trust and make a higher rate of people stay on the site. But ac-cording to the surveys that has been made associated with this report, a website within personal development and CAM should be personal in it’s design. This is because a too strict and simple design can repel the target group from the website: it becomes to boring and insipid for them. Links to the contents resources, information built upon science, contact information and photos of the persons behind the site – but not too many, and user-friendly design are other factors that inspire trust according to the respondents in the surveys.