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A dive resort website earns a guest's confidence by making its offer, responsible operator, evidence and next step easy to verify. Audit each decision-critical claim against a current source, assign someone to maintain it, and repair contradictions before adding more persuasive copy. This checklist is for resort owners and marketing teams, not a promise of more bookings.
Start with an evidence register, not a badge collection
Create a working sheet with these columns: website URL, guest question, published claim, evidence location, responsible person, last verified date, next review trigger and repair priority. A claim is ready to publish only when the responsible person can identify a current source and confirm that the public wording does not go further than that source. Keep private records in your internal system; publish only what guests need to make an informed decision.
Review the homepage, accommodation pages, dive offer pages, contact route and booking journey as one connected experience. A guest may land directly on a specific dive package rather than the homepage. Check what that page says before requiring anyone to hunt through several menus. The worksheet should record missing information as well as inaccurate information. A polished design does not resolve an unanswered question about who delivers the dive or what the quoted price covers.
Make the provider and each service relationship explicit
List the legal or trading identity shown to guests and the team responsible for lodging, diving, boats, transfers and booking support. These may be the same operator or separate providers. Do not imply that the resort owns a dive center when a partner actually operates it. Ask the operational lead to approve language such as “diving provided by” before using it on the website.
For each service, record the public contact point, location or meeting point, and how a guest can confirm which team handles a change. Compare the website with any relevant public business profile, but do not force unrelated entities to share a name or address. Google's Business Profile representation guidelines call for accurate representation of the business and its location or service area. Those platform rules do not establish who is legally responsible for your resort's services.
For a deeper process covering public entity facts and ownership, use the existing citation-readiness information audit. This checklist instead tests whether a prospective guest can verify the resort offer across the actual decision and contact journey.
Check the offer where the guest decides
Open a representative accommodation page and a dive package page on a phone. Can a guest identify the dates or availability enquiry route, what is included, what is excluded, relevant experience prerequisites and any important operational dependency? If an offer varies by season or boat schedule, explain where the guest can confirm current details. Do not invent availability or fill uncertain fields with generic assurances.
Compare the offer summary, price explanation, enquiry form and confirmation message. Mark a contradiction as high priority when it could change what a guest expects to buy. Record the page and the approved source of truth for the correction. Where a trip has many inclusions or exclusions, direct your editor to the dive trip product page checklist rather than repeating every disclosure in a new trust panel.
Use genuine proof with an owner and a limitation
Make a small inventory of review links, photos, certifications and statements about facilities or staff. For each item, ask who supplied it, whether it still describes the current operation, and who can authorize its public use. A qualification must belong to the named person or organization; do not imply it covers every guide or every activity. An image should show a real, relevant setting when presented as evidence of the property.
Google's guidance on managing customer reviews explains how an eligible, verified business can read and reply to reviews on its Business Profile. A resort can link to its own genuine review presence and respond professionally. Do not invent testimonials, edit a guest's meaning, or imply that a particular rating guarantees a booking decision. Keep any use of guest names or images subject to your own permission and privacy review.
Place proof next to the claim it supports. A room photograph should not stand in for evidence about a boat service, and a third-party badge should not substitute for a current operator description. If a proof item is disputed or has no owner, remove the unsupported claim from the proposed copy until it is verified through normal editorial approval.
Route policy and safety questions to the right owner
Guests need to find the applicable cancellation terms, participation requirements and pre-trip safety information without guessing. The marketing team should check links, plain-language summaries and consistency with the actual booking process. The responsible operational team must verify safety statements; legal or policy advisers should review terms where necessary. This audit does not supply a universal refund clause or safety assurance.
Use the dedicated guides to make cancellation terms clear and explain pre-trip safety information. In the worksheet, note a missing policy link or contradictory summary rather than copying detailed policy guidance into another article. Escalate any claim that cannot be reconciled with the approved terms or the operating procedure.
Test the next step from a guest's point of view
Choose one real offer and trace the public route from its page to the correct contact or booking step. Check button labels, destination, mobile display and whether the guest understands when a request is only an enquiry. Ask the reservations team to verify where submissions arrive and how an unavailable date is handled. Use a clearly marked internal test rather than creating a false customer record.
Look for places where the page promises an immediate confirmation but the team actually needs to check a schedule. Change the wording only after the operations owner confirms the real process. Record broken links and mismatched contact details as repairs with an owner. Helpful copy distinguishes a submitted form, a qualified enquiry and a confirmed booking; none is interchangeable.
Prioritize repairs and keep the register current
Start with errors that could misidentify the provider, misstate the offer, obscure a material condition or send a guest to the wrong team. Next address unsupported proof and stale details on heavily used decision pages. Leave cosmetic improvements until the verifiable information is sound. Treat this ordering as an editorial risk assessment, not a claim about conversion impact.
Give each repair a page owner and a source of truth. Trigger another check when an operator changes, a service or price changes, a policy is approved, a new booking route goes live, or a review or credential is withdrawn. Set a review rhythm that fits your actual operation; there is no universal freshness interval. Keep a dated record of what was checked and what still needs a decision.
If you measure contact actions, define the event and its limits before reading the report. Google's key events guidance describes marking important actions for measurement in Analytics. An event count can show recorded interactions, not whether this trust audit caused an enquiry or a booking. Reconcile important outcomes with the reservations team's own records.
A practical handoff for the resort team
Assign a manager to sample one accommodation offer and one dive offer today. Have reservations test their enquiry paths, operations verify provider and safety wording, and the policy owner check the published terms. Record each discrepancy, the evidence needed and a named approver. Publish only the verified corrections through your normal review process. Repeat the check when the underlying operation changes, and keep the sheet as a useful maintenance tool rather than a one-time marketing score.
