{"id":78494,"date":"2026-01-06T07:00:00","date_gmt":"2026-01-06T15:00:00","guid":{"rendered":"https:\/\/dhblog.dream.press\/blog\/?p=78494"},"modified":"2026-03-11T08:49:36","modified_gmt":"2026-03-11T15:49:36","slug":"dreamhost-2026-local-business-trust-index","status":"publish","type":"post","link":"https:\/\/www-dev.dreamhost.com\/blog\/dreamhost-2026-local-business-trust-index\/","title":{"rendered":"[STUDY] Young Consumers Say Websites Matter Most \u2014 Even As AI and Social Commerce Boom"},"content":{"rendered":"<div class=\"tldr-block\" style=\"display: none;\">\n\t<div class=\"svg\">\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 119.25 37.8\">\n\t<g>\n\t\t<g>\n\t\t\t<path fill=\"#ffffff\" d=\"M23.4,6.93h-8.1v24.57h-7.2V6.93H0V0h23.4v6.93Z\" \/>\n\t\t\t<path fill=\"#ffffff\" d=\"M45,24.57v6.93h-18.45V0h7.2v24.57h11.25Z\" \/>\n\t\t\t<path fill=\"#ffffff\"\n\t\t\t\td=\"M90.9,15.75c0,8.91-6.61,15.75-15.3,15.75h-12.6V0h12.6c8.68,0,15.3,6.84,15.3,15.75ZM83.97,15.75c0-5.4-3.42-8.82-8.37-8.82h-5.4v17.64h5.4c4.95,0,8.37-3.42,8.37-8.82Z\" \/>\n\t\t\t<path fill=\"#ffffff\"\n\t\t\t\td=\"M105.57,21.15h-3.42v10.35h-7.2V0h12.6c5.98,0,10.8,4.81,10.8,10.8,0,3.87-2.34,7.38-5.81,9.13l6.71,11.56h-7.74l-5.94-10.35ZM102.15,14.85h5.4c1.98,0,3.6-1.75,3.6-4.05s-1.62-4.05-3.6-4.05h-5.4v8.1Z\" \/>\n\t\t<\/g>\n\t\t<path\n\t\t\tfill=\"#0173ec\"\n\t\t\td=\"M53.97,37.8h-5.4l1.8-13.27h7.2l-3.6,13.27ZM49.02,12.55c0-2.34,1.93-4.27,4.27-4.27s4.27,1.94,4.27,4.27-1.93,4.27-4.27,4.27-4.27-1.94-4.27-4.27Z\"\n\t\t \/>\n\t<\/g>\n<\/svg>\n\t<\/div>\n\t<div class=\"tldr-wrap\">\n\t\t\n\n<p>We surveyed over 1,200 U.S. consumers about trust, discovery, and spending behavior with local and small businesses. DreamHost&#8217;s 2026 Local Business Trust Index found that businesses with websites are perceived as <strong>41% more trustworthy<\/strong> than those without \u2014 making a business\u2019 website the strongest credibility signal outside of online reviews. Younger consumers (ages 18\u201324) rate websites as more essential than older adults, with <strong>72% saying a website is necessary for credibility<\/strong> compared to 69% overall. And consumers are comfortable spending an average of <strong>$177 on a business website<\/strong> but only <strong>$36 on Instagram or TikTok shops <\/strong>\u2014 a 7x difference when it comes to purchases over $100.<\/p>\n\n\n\t<\/div>\n<\/div>\n\n\n<p><strong>Key findings at a glance:<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Websites deliver a 41% trust lift:<\/strong> They\u2019re the strongest credibility signal outside of online reviews.<\/li>\n\n\n\n<li><strong>Consumers use social media for discovery, but websites are where real money is spent:<\/strong> Consumers are 7x more comfortable making $100+ purchases on websites versus social platforms, with average spend comfort at $36 on social compared to $177 on websites.<\/li>\n\n\n\n<li><strong>Gen Z is the most website-dependent generation:<\/strong> 72% of 18-24-year-olds say a website is essential for credibility.<\/li>\n\n\n\n<li><strong>Your industry matters:<\/strong> Restaurants, contractors, and retailers all see double-digit trust gains when they have a website.<\/li>\n\n\n\n<li><strong>Consumers use websites for verification:<\/strong> 58% check a business website to confirm info they see on social or Google.<\/li>\n\n\n\n<li><strong>AI recommendations without a website still feel risky:<\/strong> Only 35% of consumers say they\u2019d consider working with a company recommended by an AI that doesn&#8217;t have a website.<\/li>\n\n\n\n<li><strong>Website quality is also a trust signal:<\/strong> Outdated information, unclear details, and poor design harm credibility.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Imagine scrolling your Instagram and finding a furniture maker whose work is genuinely stunning: handcrafted walnut dining tables with gorgeous live edges, priced somewhere between IKEA and &#8220;please schedule a consultation with our design concierge.&#8221; You&#8217;re ready to buy, but when you try to learn more, they don&#8217;t have a link to their website \u2014 just an Instagram bio with &#8220;DM for pricing&#8221; and a vague reference to &#8220;select showrooms.&#8221;<\/p>\n\n\n\n<p>Do you DM? Do you make a potentially risky purchase? Or do you go to a competitor with a functioning website, <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/independent-web-hosting\/\">transparent pricing<\/a>, and a checkout button?<\/p>\n\n\n\n<p>In 2026, plenty of consumers make purchases on social media, use AI search tools, and trust algorithm-driven shopping recommendations. But when it comes time to spend real money on purchases that matter, the absence of a website is something that gives many pause.<\/p>\n\n\n\n<p><strong>DreamHost&#8217;s 2026 Local Business Trust Index<\/strong> <strong>\u2014<\/strong> <strong>a survey of over 1,200 U.S. consumers conducted in November 2025 \u2014 reveals that websites remain the single most powerful trust signal a business can deploy, even as discovery increasingly happens everywhere else.<\/strong><\/p>\n\n\n\n<p><strong>Consumers find businesses on TikTok, Google, and AI. But when it&#8217;s time to verify, evaluate, or actually spend money, they <\/strong><strong><em>still<\/em><\/strong><strong> go to the website.<\/strong><\/p>\n\n\n\n<p>At DreamHost, we&#8217;ve long believed your website is <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/news\/announcements\/keeping-the-web-open-content-policy\/\">your home base on the open web<\/a>, and this survey set out to understand whether everyday consumers feel the same.<\/p>\n\n\n\n<p>The short version: websites still matter, but the reasons why are more interesting, more surprising, and more urgent than ever.<\/p>\n\n\n\n<p>Let&#8217;s get into it.<\/p>\n\n\n\n<div class=\"liftoff-cta-card\">\n\t<div class=\"line\">\n\t\t<svg width=\"834\" height=\"469\" viewBox=\"0 0 834 469\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path opacity=\"0.7\" d=\"M865.739 -59.8017C865.739 -59.8017 832.792 123.045 744.31 182.376C655.829 241.707 562.417 143.097 474.164 202.767C386.505 262.036 442.275 384.659 354.504 443.76C266.434 503.061 98.0198 364.278 4.7754 318.308\" stroke=\"url(#paint0_linear_8_19)\" stroke-opacity=\"0.25\" stroke-width=\"19.8\"\/>\n<defs>\n<linearGradient id=\"paint0_linear_8_19\" x1=\"918.374\" y1=\"-112.088\" x2=\"147.486\" y2=\"548.265\" gradientUnits=\"userSpaceOnUse\">\n<stop offset=\"0.0576923\"\/>\n<stop offset=\"0.350962\" stop-color=\"#0073EC\"\/>\n<stop offset=\"0.825067\" stop-color=\"#C265FE\"\/>\n<stop offset=\"1\"\/>\n<\/linearGradient>\n<\/defs>\n<\/svg>\n\n\t<\/div>\n\t<div class=\"liftoff-cta-card__content\">\n\t\t<div class=\"headline_1\">\n\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" viewBox=\"0 0 32 32\" fill=\"none\">\n<path d=\"M24.0006 16.0019C19.5835 16.0019 16.0015 19.5839 16.0015 24.001V32.0001H32.003V15.9985H24.0039L24.0006 16.0019Z\" fill=\"url(#paint0_linear_3747_604)\"\/>\n<path d=\"M16.0015 7.99911V0H0V16.0016H7.99906C12.4162 16.0016 15.9981 12.4196 15.9981 8.00247L16.0015 7.99911Z\" fill=\"url(#paint1_linear_3747_604)\"\/>\n<path d=\"M7.99902 16.002C12.4168 16.002 15.998 19.5832 15.998 24.001C15.9979 28.4186 12.4167 32 7.99902 32C3.58137 32 0.000149208 28.4186 0 24.001C0 19.5832 3.58128 16.002 7.99902 16.002ZM24.001 0C28.4185 0.000241972 32 3.58143 32 7.99902C32 12.4167 28.4185 15.9978 24.001 15.998C19.5832 15.998 16.002 12.4168 16.002 7.99902C16.002 3.58128 19.5832 0 24.001 0Z\" fill=\"url(#paint2_linear_3747_604)\"\/>\n<rect x=\"8\" y=\"8\" width=\"16\" height=\"16\" fill=\"#FFFFFF\"\/>\n<path d=\"M16.0015 7.99902H24.0006V15.9981C19.5835 15.9981 16.0015 12.4128 16.0015 7.99902Z\" fill=\"#18181B\"\/>\n<path d=\"M7.99908 16.0015L7.99908 8.00235H15.9981C15.9981 12.4195 12.4128 16.0015 7.99908 16.0015Z\" fill=\"#18181B\"\/>\n<path d=\"M16.0015 24.0005H8.00246V16.0014C12.4196 16.0014 16.0015 19.5867 16.0015 24.0005Z\" fill=\"#18181B\"\/>\n<path d=\"M24.0007 16.0015V24.0006H16.0016C16.0016 19.5835 19.5869 16.0015 24.0007 16.0015Z\" fill=\"#18181B\"\/>\n<defs>\n<linearGradient id=\"paint0_linear_3747_604\" x1=\"16.0001\" y1=\"16.0002\" x2=\"32.0001\" y2=\"32.0002\" gradientUnits=\"userSpaceOnUse\">\n<stop stop-color=\"#A1A1AA\"\/>\n<stop offset=\"1\" stop-color=\"#C7C7CD\"\/>\n<\/linearGradient>\n<linearGradient id=\"paint1_linear_3747_604\" x1=\"0\" y1=\"0\" x2=\"16\" y2=\"16\" gradientUnits=\"userSpaceOnUse\">\n<stop offset=\"0.251049\" stop-color=\"#C7C7CD\"\/>\n<stop offset=\"1\" stop-color=\"#A1A1AA\"\/>\n<\/linearGradient>\n<linearGradient id=\"paint2_linear_3747_604\" x1=\"-11.3782\" y1=\"44.9411\" x2=\"-8.40086\" y2=\"-18.7449\" gradientUnits=\"userSpaceOnUse\">\n<stop stop-color=\"#BE59FF\"\/>\n<stop offset=\"0.19\" stop-color=\"#9D60FF\"\/>\n<stop offset=\"0.74\" stop-color=\"#4274FF\"\/>\n<stop offset=\"1\" stop-color=\"#1F7CFF\"\/>\n<\/linearGradient>\n<\/defs>\n<\/svg>\n\n\t\t\tMeet Remixer\n\t\t<\/div>\n\t\t<div class=\"headline_2\">You describe it. Remixer builds it.<\/div>\n\t\t<p>The AI website builder that turns conversation into designer-level sites. Free with hosting.<\/p>\n\t\t        <a\n            href=\"https:\/\/www.dreamhost.com\/remixer-website-builder\/\"\n                        class=\"btn btn--brand\"\n                                    target=\"_blank\"\n            rel=\"noopener noreferrer\"\n            >\n                            Start Free Trial                    <\/a>\n\n\t<\/div>\n\t<div class=\"tr-img-wrap-outer\"><img decoding=\"async\" data-skip-lazy class=\"\" src=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/03\/remixer-screen.webp\" alt=\"DreamHost Remixer AI website builder\" \/><\/div>\n<\/div>\n\n\n<h2 id=\"h-websites-are-now-the-baseline-for-local-business-credibility\" class=\"wp-block-heading\">Websites Are Now the Baseline for Local Business Credibility<\/h2>\n\n\n\n<p><strong>69% of consumers say <\/strong><a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/are-websites-still-relevant\/\"><strong>a website is essential<\/strong><\/a><strong> for a local business to be credible.<\/strong><\/p>\n\n\n\n<p>For consumers under 25, a cohort supposedly raised on Instagram shops and TikTok storefronts, it&#8217;s a staggering 72%.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1225\" height=\"2560\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-scaled.webp\" alt=\"Infographic of a website is essential for a local business to be credible\" class=\"wp-image-78496 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-scaled.webp 1225w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-143x300.webp 143w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-490x1024.webp 490w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-768x1606.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-735x1536.webp 735w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-980x2048.webp 980w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-600x1254.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-1200x2509.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-730x1526.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-1460x3052.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-784x1639.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-1568x3278.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/01_what_makes_a_business_credible_priorities_by_age-877x1833.webp 877w\" data-sizes=\"(max-width: 1225px) 100vw, 1225px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1225px; --smush-placeholder-aspect-ratio: 1225\/2560;\" \/><\/figure>\n\n\n\n<p><strong>This finding means that websites rank as the second-most important trust factor consumers consider, trailing only online reviews (74%).<\/strong><\/p>\n\n\n\n<p>In other words, having a website is roughly as important to consumer trust as having positive customer feedback \u2014 and significantly <em>more<\/em> important than being active on social media, having a verified Google Business Profile, or appearing in <a href=\"https:\/\/www.dreamhost.com\/blog\/local-seo-strategies\/\" target=\"_blank\">local search results<\/a>.<\/p>\n\n\n\n<p>On the other hand, <em>not<\/em> having a website doesn&#8217;t just fail to build trust. It actively erodes it:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>45% of consumers say businesses without websites feel less &#8220;real.&#8221;<\/li>\n\n\n\n<li>46% say they seem more temporary than a company that does have a website.<\/li>\n\n\n\n<li>39% report they have declined to visit or buy from a business specifically because it lacked a website; a figure that rises to 45% among consumers ages 18-44.<\/li>\n<\/ul>\n\n\n\n<p>The flip side is equally revealing:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>70% of consumers say they&#8217;re more likely to do business with a company if it has a website.<\/li>\n\n\n\n<li>Among younger shoppers, that sentiment is even stronger: 74% for ages 18-24 and 76% for ages 25-44.<\/li>\n<\/ul>\n\n\n\n<p>So, what the data shows is this isn&#8217;t a generational divide where older consumers cling to &#8220;old-fashioned&#8221; expectations while younger shoppers embrace platform-native commerce. The consumers most comfortable with social shopping, <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/ai-productivity-tools\/\">AI tools<\/a>, and algorithmically curated discovery are also the ones most likely to demand a website as proof of legitimacy.<\/p>\n\n\n\n<p>Businesses without websites are actively turning customers away before the first interaction even happens.<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n\n<h3 class=\"wp-block-heading\">Different Industries, Different Stakes: Where Websites Matter Most<\/h3>\n\n\n\n<p>Not all industries feel the website credibility gap equally. The data reveals meaningful differences in how consumers evaluate businesses based on what they&#8217;re buying.<\/p>\n\n\n\n<p><strong>For home services and contractors, websites are nearly non-negotiable:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>When asked whether they&#8217;d be more likely to hire a contractor or home service provider with a website, 66% of consumers said yes.&nbsp;<\/li>\n\n\n\n<li>That number climbs to 68% for ages 18-24 and 69% for ages 25-44.<\/li>\n<\/ul>\n\n\n\n<p><strong>Restaurants face a different but equally urgent credibility test:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Among consumers who say they&#8217;d be more likely to visit a restaurant if it has a website, 57% say it&#8217;s a deciding factor, but that climbs to 66% for ages 18-24 and 63% for ages 25-44.&nbsp;<\/li>\n\n\n\n<li>For younger diners, who often research menus, check hours, and verify allergen information before leaving the house, the absence of a website is a dealbreaker.<\/li>\n<\/ul>\n\n\n\n<p><strong>Retail businesses also see a significant trust boost from having a website<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>This is particularly true for new or unfamiliar stores. When asked about trusting a new retail store, 62% of consumers overall said a website makes them more likely to shop there.&nbsp;<\/li>\n\n\n\n<li>The numbers skew slightly younger (61% for ages 18-24 and 67% for ages 25-44), but the pattern holds across demographics.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1701\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry.webp\" alt=\"Infographic of website impact on trust by industry\" class=\"wp-image-78497 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-282x300.webp 282w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-963x1024.webp 963w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-768x816.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-1445x1536.webp 1445w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-600x638.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-1200x1276.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-730x776.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-1460x1552.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-784x833.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-1568x1667.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/02_website_impact_on_trust_by_industry-877x932.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1701;\" \/><\/figure>\n\n\n\n<p><strong>The through-line across all three industries is simple: websites reduce perceived risk.<\/strong><\/p>\n\n\n\n<p>Consumers use websites to verify that a business is legitimate, stable, and capable of delivering what it promises. The industries where websites matter most are the ones where consumers have the most to lose. And in 2026, that includes just about everyone.<\/p>\n\n\n\n<h2 id=\"h2_trust-but-verify-websites-as-consumers-fact-check-layer\" class=\"wp-block-heading\">&#8220;Trust, but Verify&#8221;: Websites As Consumers\u2019 Fact-Check Layer<\/h2>\n\n\n\n<p><strong>58% of consumers say they &#8220;often&#8221; or &#8220;always&#8221; check a business website to confirm information they&#8217;ve encountered on social media, Google Business Profiles, or AI tools.<\/strong><\/p>\n\n\n\n<p>Among younger consumers, that behavior is even more pronounced: 30% of 18-24-year-olds say they &#8220;always&#8221; verify via website, compared to just 20% of consumers 25 and older.<\/p>\n\n\n\n<p>Consider what happens when a consumer encounters a business through AI search \u2014 a tool that&#8217;s supposed to make websites obsolete by surfacing answers directly. Do they trust the AI and move on? Not really.<\/p>\n\n\n\n<p>After receiving an AI recommendation, 45% of consumers say they go to Google to search for more information, and another 34% go directly to the business website. The website, in other words, is the destination for verification, even when the discovery happened somewhere else entirely.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1198\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation.webp\" alt=\"Infographic of what consumers do after an AI recommendation\" class=\"wp-image-78498 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-300x225.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-1024x767.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-768x575.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-1536x1150.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-600x449.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-1200x899.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-730x547.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-1460x1093.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-784x587.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-1568x1174.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/03_what_consumers_do_after_an_ai_recommendation-877x657.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1198;\" \/><\/figure>\n\n\n\n<p>This behavior makes sense once you understand what websites offer that other digital channels don&#8217;t: completeness, control, and permanence.<\/p>\n\n\n\n<p>Social media profiles are curated highlight reels. Google Business Profiles are often outdated. AI tools pull from a patchwork of sources that may or may not be current.<\/p>\n\n\n\n<p>But a website \u2014 especially one that&#8217;s well-maintained \u2014 is the business&#8217;s own authoritative record of what it offers, where it&#8217;s located, how much it costs, and how to get in touch. That&#8217;s why consumers treat websites as the source of truth, even when other channels are faster or more convenient.<\/p>\n\n\n\n<h2 id=\"h2_young-ai-native-shoppers-are-even-more-website-obsessed\" class=\"wp-block-heading\">Young, AI-Native Shoppers Are Even More Website-Obsessed<\/h2>\n\n\n\n<p><strong>Gen Z and younger millennials are more dependent on business websites than any other demographic.<\/strong><\/p>\n\n\n\n<p>You&#8217;d expect the opposite, wouldn\u2019t you? These are the consumers who grew up buying clothes through Instagram ads, discovering restaurants on TikTok, and booking services through DMs. They&#8217;re fluent in platform-native commerce.<\/p>\n\n\n\n<p><strong>And yet, 72% of consumers under 25 say a website is essential for a local business to be credible, compared to 69% overall and just 66% for adults 45 and older.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1246\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More.webp\" alt=\"Infographic of Gen Z values websites more\" class=\"wp-image-78499 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-300x234.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-1024x797.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-768x598.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-1536x1196.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-600x467.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-1200x935.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-730x568.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-1460x1137.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-784x611.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-1568x1221.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/04_Gen-Z-Values-Websites-More-877x683.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1246;\" \/><\/figure>\n\n\n\n<p><strong>Here\u2019s what the numbers say:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>74% of 18-24-year-olds say they&#8217;re more likely to do business with a company if it has a website \u2014&nbsp;the highest rate of any age group.&nbsp;<\/li>\n\n\n\n<li>30% of younger consumers say they &#8220;always&#8221; check a business website to confirm information they&#8217;ve seen on social media or Google, compared to just 20% of consumers 25 and older.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1145\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website.webp\" alt=\"Infographic of who verifies business information via a website\" class=\"wp-image-78500 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-300x215.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-1024x733.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-768x550.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-1536x1099.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-600x429.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-1200x859.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-730x522.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-1460x1045.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-784x561.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-1568x1122.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/05_who_verifies_business_information_via_a_website-877x628.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1145;\" \/><\/figure>\n\n\n\n<p>Why might this be the case?<\/p>\n\n\n\n<p>Younger consumers have spent their entire online lives navigating misinformation, scams, and algorithmically optimized content designed to manipulate behavior. They&#8217;ve watched friends get burned by Fyre Festival-style Instagram accounts. They&#8217;ve ordered products from social ads that never arrived. They&#8217;ve seen businesses disappear overnight, taking hard-earned cash with them.<\/p>\n\n\n\n<p>So they&#8217;ve learned to verify. And despite the impermanence of the web, they treat business websites as a trustworthy verification layer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Embracing AI Without Embracing Risk<\/h3>\n\n\n\n<p>The generational data gets even more interesting when you look at how younger consumers are responding to AI-driven recommendations. You&#8217;d expect Gen Z, digital natives who came of age during the ChatGPT explosion, to be the most enthusiastic adopters of AI search and discovery tools.<\/p>\n\n\n\n<p>Instead, they&#8217;re pulling back.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>35% of consumers ages 18\u201324 report using AI for recommendations or research &#8220;way less&#8221; or &#8220;a little less&#8221; than they used to, compared to 17% of consumers 25 and older.&nbsp;<\/li>\n\n\n\n<li>At the same time, only 3% of consumers across all age groups say they start with AI when searching for a local business;&nbsp;a percentage that stays consistent across age demographics.<\/li>\n<\/ul>\n\n\n\n<p><strong>The resistance to AI recommendations is particularly pronounced when those recommendations come without a website to back them up:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Only 35% of consumers overall would consider doing business with a company recommended by AI if it doesn&#8217;t have a website.<\/li>\n\n\n\n<li>Among Gen Z, that number drops to 32% \u2014&nbsp;the lowest of any age group.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1173\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website.webp\" alt=\"Infographic of trust in AI recommendations without a website\" class=\"wp-image-78501 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-300x220.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-1024x751.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-768x563.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-1536x1126.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-600x440.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-1200x880.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-730x535.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-1460x1070.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-784x575.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-1568x1150.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/06_trust_in_ai_recommendations_without_a_website-877x643.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1173;\" \/><\/figure>\n\n\n\n<p>So what&#8217;s going on? Why are younger consumers,who theoretically have the least reason to distrust AI,the most skeptical of AI-driven business recommendations?<\/p>\n\n\n\n<p>There are a few plausible explanations.<\/p>\n\n\n\n<p><strong>First, younger consumers have been the first generation to experience AI saturation in high-stakes environments, particularly in education.<\/strong> They&#8217;ve seen AI-generated essays get flagged by plagiarism detectors, watched professors ban ChatGPT in blanket policies, and navigated an academic culture that treats AI use as somewhere between cheating and laziness. That experience has likely created a social pressure to distance themselves from AI tools, even in contexts where the stigma doesn&#8217;t apply.<\/p>\n\n\n\n<p><strong>Second, younger consumers have more experience with AI&#8217;s limitations.<\/strong> They&#8217;ve seen chatbots hallucinate facts, generate confident-sounding nonsense, and fail to distinguish between authoritative sources and random Reddit threads. They know AI recommendations are only as reliable as the data they&#8217;re trained on \u2014 and that data often includes incomplete or outright false information about small businesses.<\/p>\n\n\n\n<p>This dynamic helps explain why younger consumers are simultaneously comfortable with AI tools <em>and<\/em> skeptical of simply taking AI&#8217;s word for it when looking for business or product recommendations. They&#8217;re not anti-AI, they&#8217;re anti-risk.<\/p>\n\n\n\n<h2 id=\"h2_social-media-is-discovery-but-websites-are-where-real-money-changes-hands\" class=\"wp-block-heading\">Social Media Is Discovery, but Websites Are Where Real Money Changes Hands<\/h2>\n\n\n\n<p>Here&#8217;s the spending behavior data that should make every &#8220;go social first&#8221; strategist rethink their approach:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1182\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money.webp\" alt=\"infographic of where consumers spend real money\" class=\"wp-image-78502 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-300x222.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-1024x756.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-768x567.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-1536x1135.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-600x443.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-1200x887.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-730x539.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-1460x1079.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-784x579.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-1568x1158.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2026\/01\/07_where_consumers_spend_real_money-877x648.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1182;\" \/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consumers report being comfortable spending an average of $177 on a business website, but only $36 on Instagram or TikTok shops.<\/li>\n\n\n\n<li>Consumers report a 7x difference in spending comfort for purchases over $100 on a website vs. social media.<\/li>\n\n\n\n<li>Consumers are 6x more likely to be unwilling to spend anything at all on social platforms (33% on social vs. 6% on websites).<\/li>\n\n\n\n<li>They&#8217;re 14x more likely to spend $500 or more on a website (14% on websites vs. 1% on social).<\/li>\n\n\n\n<li>Only 8% of consumers are comfortable spending $200+ on social media shops, compared to 35% on websites.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Spending Comfort Level<\/strong><\/td><td><strong>Business Website<\/strong><\/td><td><strong>Instagram\/TikTok Shop<\/strong><\/td><\/tr><tr><td>Average comfortable spend<\/td><td>$177<\/td><td>$36<\/td><\/tr><tr><td>$0<\/td><td>6%<\/td><td>33%<\/td><\/tr><tr><td>Up to $20<\/td><td>15%<\/td><td>31%<\/td><\/tr><tr><td>Up to $100<\/td><td>46%<\/td><td>30%<\/td><\/tr><tr><td>Up to $500<\/td><td>20%<\/td><td>4%<\/td><\/tr><tr><td>Over $500<\/td><td>14%<\/td><td>1%<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The pattern is consistent across demographics, but it&#8217;s particularly pronounced among the consumers most likely to make repeat purchases and become long-term customers. <strong>Younger consumers (ages 18-44) are more willing to make large purchases on websites than any other group, while simultaneously being the most skeptical of social commerce for anything beyond impulse buys.<\/strong><\/p>\n\n\n\n<p>Additionally:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>67% of consumers say they start with Google when searching for a local business.&nbsp;<\/li>\n\n\n\n<li>Another 19% of 18-24-year-olds start on social media,&nbsp;but starting on social media doesn&#8217;t mean finishing there.&nbsp;<\/li>\n\n\n\n<li>Only 3% of consumers across all age groups report starting with AI tools, despite the hype around AI-driven search.<\/li>\n<\/ul>\n\n\n\n<p>Social media is where discovery happens. Google is where intent begins, but websites are where transactions actually occur.<\/p>\n\n\n\n<p><strong>The implication for small business owners is clear: social media is a discovery channel, not a sales channel.<\/strong><\/p>\n\n\n\n<p>You can build an audience on TikTok, you can run ads on Instagram, but if you want people to actually spend money \u2014 particularly amounts that matter \u2014 you need a website where transactions feel legitimate, secure, and permanent.<\/p>\n\n\n\n<p>The businesses that treat social media as their <em>only<\/em> digital presence aren&#8217;t just leaving money on the table. They&#8217;re capping their revenue potential at $36 per transaction.<\/p>\n\n\n\n<h2 id=\"h2_your-website-might-be-hurting-you-the-hidden-cost-of-outdated-or-poor-design\" class=\"wp-block-heading\">Your Website Might Be Hurting You: The Hidden Cost of Outdated or Poor Design<\/h2>\n\n\n\n<p>Having a website is necessary. But having a <em>bad<\/em> website might be worse than having no website at all. <strong>60% of consumers say an outdated-looking website negatively affects their perception of a business&#8217;s quality or trustworthiness.<\/strong><\/p>\n\n\n\n<p>When asked what frustrates them most about business websites:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>34% of consumers cited outdated or inaccurate information as the top problem, more than any other issue.&nbsp;<\/li>\n\n\n\n<li>Another 23% said hard-to-find information was the most frustrating experience, which often correlates with poor <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-wireframe-website\/\">site structure<\/a>, unclear navigation, or designs that prioritize aesthetics over usability.<\/li>\n<\/ul>\n\n\n\n<p>On the flip side, the elements that <em>build<\/em> trust are straightforward and achievable for even the smallest businesses:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>67% of consumers say clear contact information (phone number, email, address) is the most trust-building element on a website.<\/li>\n\n\n\n<li>51% value a secure website (HTTPS), particularly for any transactions involving payment or personal information.<\/li>\n\n\n\n<li>47% want to see real photos of the team or business location, not stock images or generic graphics.<\/li>\n\n\n\n<li>40% value online booking or contact forms that make it easy to reach out or schedule services without having to call.<\/li>\n<\/ul>\n\n\n\n<p><strong>Consumers value clarity, recency, and authenticity over polish.<\/strong> They don&#8217;t need your website to be beautiful (though it helps). They need it to be accurate, navigable, and current. They need to trust that the information they&#8217;re seeing reflects the business as it exists today, not as it existed when the site was launched five years ago.<\/p>\n\n\n<div class=\"single__related-article\">\n\t<span>Related Article<\/span>\n\t<div class=\"single__related-article__wrap\">\n\t\t<div class=\"single__related-article__title\">\n\t\t\tYour Website Redesign Checklist for an Incredible Revamp\n\t\t<\/div>\n\t\t<a href=\"https:\/\/www-dev.dreamhost.com\/blog\/website-redesign-checklist\/\" class=\"btn btn--sm btn--brand\" target=\"_blank\" rel=\"noopener\">\n\t\t\tRead More\n\t\t<\/a>\n\t<\/div>\n<\/div>\n\n\n<h2 id=\"h2_what-this-all-means-websites-as-the-trust-anchor-of-the-open-web\" class=\"wp-block-heading\">What This All Means: Websites As the Trust Anchor of the Open Web<\/h2>\n\n\n\n<p>So, where does this leave us?<\/p>\n\n\n\n<p><strong>Websites remain the single most important credibility signal a business can deploy, <\/strong>even<em> <\/em>as consumers discover businesses through Instagram ads, TikTok videos, Google Business Profiles, and AI-generated recommendations.<\/p>\n\n\n\n<p>The businesses that understand this \u2014 and that invest in maintaining accurate, accessible, well-designed websites \u2014 aren&#8217;t just checking a box. They&#8217;re building infrastructure for trust in an era when trust is increasingly hard to earn and easy to lose.<\/p>\n\n\n\n<p>At DreamHost, we&#8217;ve always believed that <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/data-portability\/\">owning your digital presence<\/a> is essential to maintaining your credibility in a world run by platforms and algorithms. <strong>The 2026 Local Business Trust Index confirms what we&#8217;ve seen for years: your website is your home base on the open web.<\/strong><\/p>\n\n\n\n<p>The businesses that win in 2026 and beyond won&#8217;t be the ones that abandon websites for social media. They&#8217;ll be the ones that treat their websites as what they&#8217;ve always been: the one place on the internet they actually control, and the signal consumers trust the most.<\/p>\n\n\n\n\n<div class=\"article-cta-shared article-cta-small article-cta--product\">\n\t<div class=\"tr-img-wrap-outer jsLoading\"><img decoding=\"async\" class=\"js-img-lazy \" src=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/themes\/blog2018\/assets\/img\/lazy-loading-transparent.webp\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/03\/product-cta-wordpress-hosting-877x586.webp 1x, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/03\/product-cta-wordpress-hosting.webp 2x\"  alt=\"website management by DreamHost\" \/><\/div>\n\n\t<a href='https:\/\/www.dreamhost.com\/wordpress\/managed-wp-hosting\/' class='link-top' target='_blank' rel='noopener noreferrer'>\n\t\t<span>WordPress Hosting<\/span>\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\" width=\"15\"><path d=\"M342.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L274.7 256 105.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z\"\/><\/svg>\n\t<\/a>\n\n\t<div class=\"content-btm\">\n\t\t<h2 class=\"h2--md\">\n\t\t\tUnbeatable WordPress Hosting\n\t\t<\/h2>\n\t\t<p class=\"p--md\">\n\t\t\tReliable, lightning-fast hosting solutions specifically optimized for WordPress.\n\t\t<\/p>\n\n\t\t        <a\n            href=\"https:\/\/www.dreamhost.com\/wordpress\/managed-wp-hosting\/\"\n                        class=\"btn btn--white-outline btn--sm btn--round\"\n                                    target=\"_blank\"\n            rel=\"noopener noreferrer\"\n            >\n                            See More                    <\/a>\n\n\t<\/div>\n<\/div>\n\n\n<h2 id=\"h2_methodology\" class=\"wp-block-heading\">Methodology<\/h2>\n\n\n\n<p>This article is based on a nationwide survey conducted in November 2025, in which we collected responses from 1,201 Americans ages 18-64 to better understand how consumers perceive, evaluate, and trust local businesses in an era dominated by social media, AI recommendations, and platform-based shopping.<\/p>\n\n\n\n<p>Participants represented a diverse cross-section of industries and professional backgrounds, offering a well-rounded snapshot of public sentiment and real-world impacts. Respondents were asked a series of questions about local business credibility, website expectations, trust signals, spending comfort across different channels (web, social, AI), and how they verify information. These responses provide a detailed look at how consumers in 2026 navigate the increasingly complex digital landscape \u2014 and where websites still play a critical role.<\/p>\n\n\n\n<h2 id=\"h2_fair-use\" class=\"wp-block-heading\">Fair Use<\/h2>\n\n\n\n<p>Users are welcome to use the insights and findings from this study for non-commercial purposes, such as academic research, educational presentations, and personal reference. When referencing or citing this article, please ensure proper attribution to maintain the integrity of the research. Direct linking to this article is permissible, and access to the original source of information is encouraged.<\/p>\n\n\n\n<p>For commercial use or publication purposes \u2014 including but not limited to media outlets, websites, and promotional materials \u2014 please <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/downloads\/dreamhost-press-kit.pdf\">contact our Corporate Communications team<\/a> for permission and licensing details.<\/p>\n\n\n\n<p>We appreciate your respect for intellectual property rights and adherence to ethical citation practices. Thank you for your interest in our research.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New data shows Gen Z sees business websites as essential \u2014 calling companies without them \u201cless real.\u201d Explore key findings from DreamHost\u2019s 2026 Trust Index.<\/p>\n","protected":false},"author":1060,"featured_media":78495,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_metadesc":"New data shows Gen Z sees business websites as essential \u2014 calling companies without them \u201cless real.\u201d Explore key findings from DreamHost\u2019s 2026 Trust Index.","toc_headlines":"[[\"h-websites-are-now-the-baseline-for-local-business-credibility\",\"Websites Are Now the Baseline for Local Business Credibility\"],[\"h2_trust-but-verify-websites-as-consumers-fact-check-layer\",\"\\\"Trust, but Verify\\\": Websites As Consumers\u2019 Fact-Check Layer\"],[\"h2_young-ai-native-shoppers-are-even-more-website-obsessed\",\"Young, AI-Native Shoppers Are Even More Website-Obsessed\"],[\"h2_social-media-is-discovery-but-websites-are-where-real-money-changes-hands\",\"Social Media Is Discovery, but Websites Are Where Real Money Changes Hands\"],[\"h2_your-website-might-be-hurting-you-the-hidden-cost-of-outdated-or-poor-design\",\"Your Website Might Be Hurting You: The Hidden Cost of Outdated or Poor Design\"],[\"h2_what-this-all-means-websites-as-the-trust-anchor-of-the-open-web\",\"What This All Means: Websites As the Trust Anchor of the Open Web\"],[\"h2_methodology\",\"Methodology\"],[\"h2_fair-use\",\"Fair Use\"]]","hide_toc":false,"footnotes":""},"categories":[12840,804],"tags":[],"class_list":["post-78494","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-web-hosting"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v27.4) - 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