Personally, I don't put much stock in references, if 50% of your clients are very happy, that will leave you with more than enough to put on your webpage, and it really isn't a direct representation of your company. One thing I really found helpful when planning my safari, as I have never been to Africa, is a information page for each species available. Rookies don't know every species out there, and it is easier to click links from a webpage then it is to flip back and froth to Google looking up each animal you are unsure of. Pictures, vitals, habitat, ect. A mini Wikipedia page to be honest. Also average trophy sizes would be nice, but I don't think that anyone really puts that info out there on a website.