In Dubai, a pretty site still loses if it looks like a shell. Buyers check whether you are a real company before they tap WhatsApp. Trade licence, a number they can call, an address that exists, and a Google rating they can open do more than a slogan about excellence. Fake schema and stock handshakes do the opposite.
ITZ is not asking you to dump every document on the homepage. The site should agree with the paper you would show in a meeting. When those disagree — DMCC on the licence, a JLT coworking in the footer, a second mobile on Instagram — a careful client assumes the rest is loose as well. That is a conversion leak. The design work is web design in Dubai.
Paper that proves you exist
UAE buyers are used to asking for a trade licence. Put the licence number and the issuing emirate or free zone in the footer or on About. If clients routinely ask for a copy, link a scan. Crop nothing that changes the number. If you operate from a residential visa and cannot publish a licence, do not fake one. Say how you trade, honestly.
Address, map and NAP that match
Name, address and phone must match the Google profile. Landmarks beat a pin that drops in the wrong tower. If you are virtual, say so instead of borrowing a neighbour’s lobby. Local SEO fails when NAP is a suggestion rather than a fact.
Ratings you can tap, not stars you invented
Awards and “best of” badges
Unpaid directories and “top company” graphics convince nobody who has seen a hundred of them. A Clutch or industry mark can stay if it is real and dated. ITZ does not call itself a leading company. Neither should a footer full of PNGs from 2019.
Faces beat stock — if they are yours
Team photos, the shop front, a job in progress. The handshake that belongs to a library in Eastern Europe is a negative trust signal. Real photos vs stock.
The footer is the quietest honest page
Frequently asked questions
Should I publish my trade licence on the website?
Number and authority in the footer is enough for most SMEs. Link a scan if procurement always asks. Do not publish documents you would not hand over in a meeting.
Can I mark up a 5.0 Google rating in schema if we are actually 4.6?
No. Schema should match the live profile. Inflating stars is how you earn a problem and lose the buyer who checks.
Where should name, address and phone appear?
Footer on every page, Contact, and any location page — identical to Google. The WhatsApp number should be the same staffed line, not a leftover.