We like the idea of posting selected third-party endorsements on your website, for example, FDIC, Better Business Bureau, VeriSign and so forth. However, make sure you don't let your membership expire, otherwise you get a very bad result.

In reviewing the eSmartLoan website, purchased last month by Capital One (see Jan 20 post), we clicked on the Better Business Bureau logo on its home page and were greeted by a pop-up explaining that the company was no longer a member, either because they failed to pay their dues or failed to comply with BBB policies.

Ouch!

— JB