what makes you trust a company in this industry?
Bitcoin market is too dangerous. You can't trust anyone blindfold due to anonymity of Bitcoins. Person may take your money in one moment and disappear the other moment.
So to trust websites, you must ascertain them on the scale of trustworthiness or credibility. Due to nonavailability of any regulating body, it is your personal understanding which could save you. Also it depends upon which type of website you using. If you using website which gives you specific pre-determined return, ignore it with all your senses as sooner or later, it will turn scam. IF you using exchanges and wallets, access them how trustworthy are they. Bitcointalk is great source of evaluation. Visit 'Service Announcement' section and you will get honest review on all websites.