The most important aspect is for the website to be easy to use and navigate. If I can't figure out how to get to the information pages etc or its in a language I don't speak ex. Afrikaans or German I'm going to skip the site. You need to keep it up to date and lots of photos, preferably dated. Have updated info and photos, lots of them. If a website has outdated info, say your price list is still the 2011 one and hasn't been updated sense that year, or if you only have a couple photos, or all the photos are old I will be more skeptical and if your website is outdated I probably won't bother with that outfitter if I don't know them because if your website hasn't been touched in 5 years whats the chances you'll even respond to an email. Other important thing is a price list of your hunts, whats included in the price, were you are located, travel, other expenses, info on your operation. Photos of your camp/lodge, hunting area, herds, trail camera photos if your offering lion/leopard/cheetah hunts on bait. Info on your PH's, it makes a hunter feel more comfortable when they have some background info on the PH. I like it when there is a page about their PH's, staff, etc. Also the true size of your property, how close to town/amenities and any other things you offer, hunting styles, etc. Some hunters will be bring a bunch of non-hunters wife, grandparents, kids, etc and send them sight seeing etc during the day depending on your location etc.