Alright, this one's for the operators out there. If you're running a prize competition website, I've got some thoughts. Consider this your unsolicited advice from someone who spends way too much time looking at this industry.
Stop Making It So Hard to Trust You
I get it – you're running a legitimate business and you're probably sick of being lumped in with the scammers. But here's the thing: you're often not helping yourselves.
When your website has no address, no phone number, winner announcements that haven't been updated since 2019, and terms and conditions written in 4pt font... what do you expect people to think?
The Basics (That Somehow Get Ignored)
Let's go through the absolute bare minimum:
1. Show Your Face
Not literally (unless you want to), but at least have an "About Us" page that isn't complete waffle. Who are you? Where are you based? Why did you start this? People want to know who they're giving money to.
2. Update Your Winners Page
If your last winner announcement was from August 2022, people are going to assume one of two things: you've gone bust, or nobody ever actually wins. Neither is a good look.
3. Make Your Terms Readable
I shouldn't need a law degree to understand how your competition works. Plain English, please. Bullet points are your friend.
4. Show the Odds
This is a big one. If you're selling 5,000 tickets at £2 each for a £10,000 prize, just say that. The people entering aren't stupid – they can do the maths. Hiding this information just makes you look shifty.
The Trust Problem Is Real
The UK prize competition industry has a bit of a reputation problem, and it's not entirely undeserved. There have been some right cowboys over the years, and customers have long memories.
Every operator that goes dark after taking money, every "random" draw that mysteriously selects the owner's mate, every prize that never materialises – it all adds up and affects the whole industry.
What Actually Builds Trust
Here's what the good operators do:
- Live draws – Nothing says "we're not fiddling the results" like picking winners on camera
- Real winner content – Photos, videos, testimonials from actual humans
- Responsive customer service – Answer your DMs. Answer your emails. It's not hard
- Consistent communication – Regular updates, even when there's nothing major to announce
- Clear escalation paths – What happens if someone has a complaint? Make it obvious
A Word on Reviews
I know Trustpilot is a minefield (I've written about that separately), but having some form of social proof matters. Whether that's Google reviews, Facebook recommendations, or just a solid presence on social media where people can see you actually engage with your community.
The Bottom Line
Running a prize competition business isn't easy – I get that. There's regulation to navigate, payment processors to deal with, and a constant battle against the perception that you're all scammers.
But the operators who succeed long-term are the ones who understand that trust is everything. You're asking people to hand over money on the promise of a fair shot at a prize. The least you can do is make it easy for them to believe you're good for it.
Do better. We're all watching.
