A significant percentage of your guests have selected your B&B for a special occasion getaway. They are looking for romance, luxury, elegance, relaxation, and comfort, in an environment that promises to provide all those things and more, plus distinctive lodging and gracious hospitality. Economic uncertainty, worries about war and health, and consumer wariness can make it hard for potential guests to trust that your inn will truly come through on the promises you make on your website.

Large companies spend millions to build trust in their brands, and will spend millions more to protect their brand when it is challenged. We buy cars and computers, soaps and sodas because we have decided that particular brands offer us a good balance of quality and value. Although most innkeepers have only a tiny fraction of the branding budgets of the big guys, many of the principles are the same when it comes to branding your Internet presence:

1. Use the KISS technique (Keep it Simple, Stupid). Your website should be simple yet complete, with brief, easy-to-read text and quick-loading graphics. Navigational tools should be prominent and clearly labeled, so that the prospective guest does not have to click repeatedly to find key information on rates, location, room photos, and so on. Make it too confusing and folks will just give up. Remember, just because it's obvious to you, doesn't mean it's obvious to them.
2. Always remember our marketing mantra: "What's in it for me?" Your prospective guests are looking to have their needs met; they are not looking to meet your needs. In other words, (and with apologies to the late President John Kennedy): "Ask not what your guests can do for you, ask what you can do for your guests." If guests want to see photos of all the guest rooms, include appealing photos of all the guest rooms. If you show only two of your four guest rooms, the potential guest will wonder what's wrong with the other rooms, and is more likely to move on to another website. If a portion of your potential guests want to make a reservation at a time that suits their schedule (not yours), offer online availability and/or real-time reservations, rather than insisting on pre-qualifying them via the phone.
3. Emphasize value. You don't ever want to be the least expensive B&B in town, but you always want to offer the best value. Customer loyalty is created by building relationships based on trust, not on price. If guests are satisfied that a stay at your inn is a great value-because of the four "Cs" of comfort, caring, convenience and coddling-you'll get repeats, referrals, and wonderful comments like "it may have cost a little more, but it was worth it."
4. Build trust and confidence by answering all questions with care, clarity, and candor. Welcome guests to your website as you would welcome them to your inn. When it comes to directions to your inn, for example, don't assume that providing a map is adequate. Many intelligent folks cannot read maps, and rely on step-by-step printed directions. Print out the directions on your website, and see if you can read them while driving in the dark of night to your inn. Have you included a comment like this: "You'll know you missed the turn if you reach the Mobil station?" Test the quality of your own website by visiting those of other B&Bs, and see how well (or poorly) you're doing.
5. Utilize third-party endorsements and testimonials. If your B&B has been written up in newspapers, magazines, and/or guidebooks, or won any awards, be sure to add this information to your website. In addition to quoting the comment, provide a link to the source, if possible. Legitimate guest comments are equally supportive of your brand. Sprinkle your website liberally with evocative quotes from past guests (using names only with permission, of course).
6. Communicate, communicate, and communicate some more. If a potential guest emails or telephones with a question, respond immediately. After you've taken a reservation, send a confirmation immediately. Make sure the confirmation conveys your brand as well as your business. In other words, in addition to confirming the room, dates, and rates of their booking, add information on area dining and activities, and how you can help them enjoy them by making reservations, etc. Use this opportunity to upsell as well, offering to provide a romance package of roses, Champagne, and chocolates. You'll be creating a reservoir of good will and positive anticipation, while you build the hospitality that brands your inn. Since every past guest is a source of repeat business and referrals, continue to communicate via email and postcards conveying thanks for your business; holiday and birthday greetings; and promotional offers. If a complaint arises, deal with it promptly and effectively.
7. People trust people. A key element in every inn is its innkeepers. Unlike the anonymous and fungible staff at a chain lodging, B&Bs are owned and run by real innkeepers. It's essential to add your photo to your website. Ask your webmaster to add a clickable button so that potential guests can hear your voice welcoming them to your inn. If you have a pet who's a real favorite with guests, give him space on your website as well. The more potential guests can connect with you as real, hands-on innkeepers, the more likely you are to convert website lookers to bookers, first-time guests to repeat and referral business.