Web services (WS) are the modern response of traders and online service providers to satisfying the increasing needs and demands of the digital communities. WS formation and operation is based on a software system designed to support interoperable machine-to-machine interaction over a network. Security is of paramount importance to WS and the ability to measure and evaluate the level of security available is key to establishing and continuing to develop the level of trust based on reputation developed by the provider of the WS. The greatest challenge in offering secure WS is to groups of people where the level of expertise of the user is low and the need for transparency of the service provision quite high, such as the case with services offered primarily to people in rural areas. Providers of such services face many challenges in balancing the requirements for performance, interoperability, and security against the cost of implementing secure systems and running profitable operations through low income generating WS. A review of services offered, of the users and the challenges in building online trust among providers and users are discussed for the case of rural areas in the United Kingdom.