When I visit a website and there are no contact details that place the company in a geographical area or names of company members I am always immediately suspicious of the legitimacy of the business. Transparency is something that has always split the web between those who are open and those who seem guarded. There are two articles in today's news that support the shift towards transparency. Studies by both Booz Allen Hamilton and Nielsen//NetRatings are warning us that businesses are not people friendly enough for the online environment. Another step in the right direction are the new rules on…
