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Smart site seals | For trust and engagement

Time to read 5 Min

Visual trust symbols are essential for strengthening user confidence in your website. Explore how visual cues and micro interactions play a pivotal role in fostering confidence and trust in your online business.

Published by


Natalie Berrisford



In this article, we give you an overview of the basics – what exactly a site seal is, why they’re essential for online projects and how smart seals can give your business the edge when it comes to establishing digital trust. Let’s jump right in!

What is a site seal?

A site seal is a graphic or badge displayed on a website to demonstrate the site’s security and authenticity. It’s often provided by a trusted security or certification authority, such as DigiCert. These seals typically indicate that the website has undergone security checks, employs encryption to protect data transmission and meets certain standards for online security. They help to reassure visitors that the site is safe to interact with and can increase digital trust and confidence in the website’s legitimacy.

A general history of site seals

In the late 1990s and early 2000s, as e-commerce started gaining popularity, consumers became increasingly concerned about the security of online transactions. Websites began implementing TLS/SSL certificates to encrypt data transmitted between the user’s browser and the website’s server. To visually indicate the presence of SSL encryption and reassure visitors, certificate authorities introduced site seals. 

Alongside SSL site seals, trust seals emerged as a way to indicate that a website had undergone security assessments or met certain standards for trustworthiness. As online shopping and financial transactions became more common, site seals became a familiar sight on e-commerce websites. Consumers started looking for these seals as a signal of trustworthiness before making online purchases or sharing sensitive information.

With the proliferation of online services and the increasing complexity of cybersecurity threats, site seals diversified to cover various aspects of security and trust. In addition to SSL and trust seals, website owners began displaying seals indicating compliance with privacy regulations or adherence to specific industry standards.

As technology evolves and new security challenges emerge, site seals continue to evolve as well. Modern site seals may incorporate dynamic elements, such as real-time security status indicators or interactive features, to provide users with more detailed information about a website’s security posture.

In step with this evolution, the certificate authority DigiCert has introduced smart site seals, giving online projects another strong tool to strengthen user confidence and boost security. 

What makes the DigiCert smart site seal different?

The DigiCert Smart Seal distinguishes itself by including

  • animated elements that make it much harder to duplicate  
  • the verified company logo
  • integration of a splash page listing the TLS/SSL certificate details

Visit the InterNetX website and scroll to the bottom to see a live DigiCert Smart Seal in action. 


Hovering over the animated seal will transition the animation from DigiCert verification to display the InterNetX logo. Clicking on the seal will open up a splash page with the relevant certificate details. The splash page for the InterNetX certificate looks like this:

So, that’s what smart seals look like, but what difference do they actually make? Let’s explore a selection of benefits to illustrate the benefits that smart seals can add to your brand and security performance.

Advantages of smart site seals

1. Real-time site security status
Unlike static site seals that only indicate the presence of security measures, the DigiCert Smart Seal provides real-time information about a website’s security status. It dynamically updates to reflect the website’s current security posture, including details such as the validity of TLS/SSL certificates, vulnerability scans and malware detection.

2. Animated elements
The smart seal includes animated interactive elements that allow users to access additional information about the website’s security features and verify its authenticity. This can include links to detailed security reports, validation of certificate issuance or verification of the website owner’s identity.

3. Phishing Protection
Smart seals help protect users against phishing attacks by providing visual cues that distinguish legitimate websites from phishing sites. They can include features like visual indicators of extended validation (EV) certificates, which require stringent identity verification of the website owner, reducing the likelihood of impersonation by malicious actors.

4. Customization Options
Website owners can customize the appearance and behavior of the smart seal to align with their branding and user experience preferences. This flexibility allows them to integrate the seal seamlessly into their website design while maintaining its functionality and effectiveness.

5. Compliance assurance
For websites handling sensitive data or subject to regulatory requirements, a smart seal can help demonstrate compliance with industry standards and regulations related to data security and privacy. This can include displaying indicators of compliance with standards like PCI DSS (Payment Card Industry Data Security Standard) or GDPR (General Data Protection Regulation).

6. Enhanced User Experience
By providing real-time security information and interactive features, a smart seal enhances the overall user experience by empowering users with knowledge and confidence when interacting with the website. This can lead to increased trust, higher conversion rates and improved customer satisfaction.

Digital trust with smart site seals

Overall, smart seals like the DigiCert Smart Seal represent a modern approach to website security assurance, leveraging dynamic features and user engagement to enhance trust and protect consumers against emerging threats in the ever-evolving landscape of online security. 

Take a look at our range of DigiCert TLS/SSL certificates and find the perfect solution for your website project.

Digital trust is an essential cornerstone for any online project. Read more about why its so important and how to establish and strengthen it in our blog article Digital Trust | The bedrock of business success.

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