On this page
- 01Key takeaways
- 02Does an established date on a website help?
- 03How should you word it?
- 04When could the date be misleading?
- 05What if your business is new?
- 06Where should the date appear?
- 07What does this look like in practice?
- 08Established date checklist
- 09Next step
- 10Sources and further reading
- 11Frequently asked questions
Key takeaways
An 'established in' date helps when it is true, relevant and long enough to reassure, such as 'Established 2009'. It can mislead when the business changed hands, changed trade or the date belongs to a predecessor. State it accurately, and pair it with proof such as named clients or volumes.
- A true founding date reassures buyers worried about fly-by-night firms.
- Misleading dates can breach consumer protection law.
- If the business changed hands, say so: 'trading since 1998, under new owners since 2021'.
- Pair the date with proof, such as jobs completed or clients served.
Unsure how to word your history? Message us on WhatsApp.
Chat on WhatsApp →Does an established date on a website help?
Yes, when it is true and long enough to matter to buyers. A date such as 'Established 2009' answers an unspoken question about whether you will still be around to honour a guarantee. Global Bridge Labs (GBL) sees it help most in trades, property and professional services, where work has a long tail.
How should you word it?
Keep it short and specific: 'Established 2009' or 'Family-run since 1987'. Avoid inflated variations such as '50 years of combined experience', which buyers discount. If staff experience matters, say it separately: 'Our engineers average 12 years in the trade'.
When could the date be misleading?
A date can mislead when the current business did not exist then, for example after a sale, a closure and restart, or a change from one trade to another. The CMA's unfair commercial practices guidance treats misleading claims about a trader's history or status as a breach. Be accurate: 'trading since 1998, new owners since 2021'.
What if your business is new?
If your business is new, do not invent history. Lead with the experience of the people instead, such as qualifications and years in the trade, and with proof of early work. New businesses can also reassure with insurance, registrations and clear guarantees.
Where should the date appear?
The date works best near other trust signals: in the header strip, beside reviews or in the opening line of the about page. It does not need repeating on every page. Make sure it matches your Companies House incorporation date or explains the difference.
What does this look like in practice?
A pattern we see after acquisitions: the new owner keeps 'Since 1972' prominently on the site, while the Companies House record shows a company formed two years ago. Changing it to 'Trading since 1972, now part of [owner]' keeps the heritage and removes the inconsistency a careful buyer might spot.
Established date checklist
- Check the date against your records.
- Explain any change of ownership.
- Keep the wording short.
- Separate business age from staff experience.
- Place it beside other trust signals.
- Do not invent history for a new business.
Next step
Check your 'established' claim against Companies House today. If they differ, add one honest line explaining why.
Message us on WhatsApp for a trust signals review, with no pitch.
Chat on WhatsApp →Sources and further reading
- Unfair commercial practices guidance (CMA207) · Competition and Markets Authority
- Find and update company information · Companies House
- Substantiation: advice on backing up marketing claims · ASA and CAP
Frequently asked questions
Should I put 'established' on my website if my business is new?
Only with the real date. A recent date is not a weakness if you pair it with the experience of your team and proof of work. Inventing or stretching history risks misleading buyers and breaching consumer protection rules.
Can I use the founding date of a business I bought?
You can refer to the original founding date if the business has continued, but say it is under new ownership. 'Trading since 1998, under new owners since 2023' is accurate and keeps the reassurance of a long history.
Does years in business affect customer trust?
It often does for services with long-term commitments, such as guarantees or ongoing contracts, because buyers want a supplier that will still exist. It matters less for one-off, low-value purchases, where reviews and price usually outweigh age.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
