Over 100 years of hunting in the Yukon
of the Yukon, since Thomas Dickson
Welcome · About · Area · Experience · Contact
Very few outfits anywhere can trace a line back to the founding of their own industry. Dickson can: the area was hunted by Thomas Dickson, described on the outfit's own pages as founder of the guiding outfitting industry over a hundred years ago, and it has stayed in the family since. That is the single most valuable sentence the business owns.
It appears once, in the title of the website, and is never used again. Beneath it the whole of the site runs to about 1,749 characters — four pages of navigation and less writing than one page of a paperback.
There is no year anywhere on it. No copyright line, no season, no date of any kind. A hunter's first question of any website is whether the business is still operating, and the page offers nothing at all with which to answer it.
And directly beneath the welcome, a row of digits — 123456 — sits in the middle of the text. They are the slider controls showing through. Nobody put them there on purpose, which is exactly why nobody has taken them away.
Observations, made 30 July 2026
I
A hundred years of Yukon outfitting, four pages of navigation, and less writing than a single page of a paperback. Everything the family knows is in the heads of the people who guide; almost none of it is on the page a hunter reads first.
II
Directly beneath the greeting, the characters 123456 appear as plain text. They are the controls of the image slider leaking through. Nobody put them there deliberately, which is precisely why nobody has taken them away.
III
Not a copyright line, not a season, not a date of any kind. For a hunter deciding whether an outfit is still operating — which is the first thing anyone asks of a website — there is nothing at all to go on.
IV
Neither a figure nor a window. The trade around you publishes both; the hunter comparing three outfits therefore compares the two who did.
What the outfit already owns
Very few outfits anywhere can trace a line back to the founding of the industry. It is stated once, in the page title, and then never used again.
The outfit, a tour company and a guide school. Each of those makes the other two more credible, and at the moment they are three links in a footer.
The description of the country is the best writing on the site. It should be the second thing a visitor reads, not the fourth.
The family also runs Who What Where Tours and Yukon Guide School, linked from the footer at whitehorsetours.com and yukonguideschool.com.
What would change
One line and one date. It answers the only question a first-time visitor is actually asking.
Two numbers. They cost nothing and they are the difference between an enquiry and a shortlist of two.
Logistics and Details, Resource Library and Main Photo Gallery are the three things a booked hunter most wants. Either they hold something or they should not be offered.
Two minutes of somebody’s afternoon, and the welcome stops looking unfinished.
The three footer links referred to above are: Logistics and Details · Resource Library · Main Photo Gallery. Not covered by this concept: Booking and deposits · Licences, tags and royalties · Travel arrangements · Trophy shipping · The guide school · The tour company.