Trust
Direct Manipulation
upgraded wysiwyg – encourages exploration and creativity efficiency (ex. medium.com, codecademy.com). design in the sandbox instead of outside of it and installing it.
Certifications
If a business, organization, or individual has gained a certification, it should prominently publish this fact, since this increases trust in the site. Example certifications include professional and academic qualifications, trade, software, ISO, and safety certifications, to name but a few.