 2.6 Credibility Builders
It is important to provide visitors to your web site with unbiased third party information that demonstrates how well you can meet your target markets needs.
You may have credibility elements organized so that they appear on each page, or they may be clustered on a dedicated credibility page.
If you serve multiple niche markets, consider organizing your credibility elements so they appear on or linked from your designated landing pages for each niche and that the content of the elements speaks to how you serve each market.
Testimonials
Quotations from your previous guests can be one of the most inspiring credibility elements. Sometimes your guests may write unsolicited supporting testimonials, but in order to build up a collection of them, take the time to ask for them.
Once you have a collection of supportive words, you'll find more guests will send unsolicited testimonials.
Media Stories
Take the time to send press releases and document the earned media that is generated. Media are looking for your stories, particularly media in Northern Ontario. Even if your coverage is local, it is worth posting on the web.
Consider writing press releases for international and niche specific publications, and if you write stories that get published on the web in E-zines be sure to include them here.
Be sure to provide hyperlinks to the articles where they appear on the web. A good practice is to copy the article from the web in case it is eventually archived or removed, or scan the text from printed media, then provide typed copy, providing the reference on a page within your web site.
Be sure to lead with your most impressive story for each market, and update your earned media by having a tracking system in place. Record the date, publication, author, web site, content.
Media Pages
Make the media feel at home on your web site by providing links to current press releases with media ready photographs which support your story idea. Images need to be at 100 dpi for newspaper quality reproduction and at least 300 dpi for magazine quality.
Quality Assurance Standards
Do you or your staff have certifications or accreditation? Are you affiliated with an organization that recognizes your high standards? Do you follow principles of operation or adhere to a standard of care that might be inspiring to your target market? Take time to document what your standards of care are, and identify the organizations and/or certification that recognizes your level of excellence.
Awards and Recognition
To win most awards, you need to apply for them. Take time to learn about the awards that your organization might qualify for and consider applying. Tourism organizations, chambers of commerce, economic development agencies and more are looking to recognize excellence in tourism. Tell these organizations what good things you are doing. Post awards on your web site with links to the sponsoring organization where appropriate.
Partnerships
When you establish partnerships with other credible organizations take the time to highlight your relationships with these organizations. Whether an activity oriented alliance, non-traditional relationship, or specific partnerships to deliver an experience identify your partners by showing their logo and providing hyperlinks between your sites.
How do you get partnerships? Ask for them. If you can demonstrate mutual value, even if its small, most people will consider partnering with you. Be sure to inform your partners of the steps you are taking to recognize the importance of your partnership and ask them to provide a hyperlink to your site.
Online Ambassadors
As featured in the tutorial on Generating Repeat visits provide opportunities for your guests to tell their stories in pictures and words. Besides being effective in getting new visitors to your site, the testimony of others speaks from non-partisan perspective. How do you get this type of participation from your guests? Ask for it.
Provide Niche Oriented Links
External hyperlinks to your favourite web targetted resources show that your really care about your target market. By providing hyperlinks that open in a new window, you will be assured that your guest will come back to your page if they link elsewhere.
 If you truly know your customer, you will know the type of information that they crave. Provide it.
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