Don't underestimate the usefulness of recognisable brand names or press logos to help reassure users that you are a decent company. It may feel like the oldest sales technique in the book but time and again I’ve watched user tests where people express how much more trust they feel in the brand when they see them.
If you've been lucky enough or worked hard to get good press coverage then don't forget to show users these quotes and publication logos early on. It might just make the difference between whether they give you more attention or go back to a site they've used before.
If you don't have much in the way of press coverage, it’s certainly worth looking into getting some. Or you can use review services like TripAdvisor or TrustPilot which plenty of users recognise and put faith in. Whatever you do, don't make it up or bend quotes into looking like positive coverage. As well as being unethical it only takes one person to work this out and expose you, potentially spreading it all over social media.