I was on a website this morning that offers a business solution of interest to tens of thousands of people - I'd provide a link to the site, but it's a site I'm affiliated with and as such don't care to associate the company with this post.

What the company does and who it serves is irrelevant to this post. What is relevant is they provide a service that takes trust.

And when you click on their Contact Us page, what do you see - a form for submitting a question and contact information for follow-up. What you don't see is a telephone number or address.

How do you trust a business that doesn't provide you a location or a way to directly contact them?

You can't.

And that's the lesson.