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Sales, Marketing and the Internet
Websites and Internet Security
The basics of Internet security
Firewalls
Almost all businesses utilise the Internet in some way, whether it’s
for research, e-commerce or email. Yet many of them leave themselves
vulnerable to security breaches, a hazard when computers often contain
sensitive information like customer details. If your computer system
was hacked, how would you cope?
One of the best ways to avoid unwanted, undetected intruders is to install
a firewall. A firewall is an invisible shield which filters the information
going out of and coming in to your computer via the Internet. It’s
not infallible, so you will still need to employ common sense and avoid
suspicious websites, but an Internet connection without a firewall is
like a wallet left on a dashboard. Why take the risk?
Hackers use sophisticated systems to scan for unprotected machines and
steal valuable data, hijack hard drives and cause damage that you may
well be liable for – for example a breach of confidential customer
information or the loss of a credit card number.
Windows has a firewall option which you can switch on from Internet
Explorer>Tools>Internet Options, but you should also consider purchasing
additional firewall software to protect yourself. You should configure
your firewall so that it won’t send any information out without
your express permission on each occasion. You set up automatic permissions
for trusted sources so you aren’t constantly bothered by messages.
Viruses
A virus is a self-replicating computer program that is designed to damage
your computer and the data it holds. It can also tie up your system by
sending emails to everyone in your address book (thereby spreading the
virus) and in some cases, deleting Windows or the contents of your hard
drive. Imagine the cost to your business if that happened!
Viruses are spread by emails, from the Internet, or via documents. You
should install a virus scanner to automatically scan anything you receive.
Run a regular virus scan of your hard drive and ensure you update the
software daily. New viruses are made every day so you should keep your
database updated.
Spyware
Another type of malicious download is spyware or adware. This is a self-installing
program that hides on your PC and monitors your activity, reporting back
to an individual or exposing you to unwanted advertising. You should
install a separate spyware scanner and run it alongside your virus
software.
A common sense approach is best when dealing with Internet security.
Only install legitimate copies of software for which you own the licence,
don’t open chain emails or anything that looks suspicious, and
virus scan any incoming documents before opening. You should also implement
a policy to ensure your staff adhere to safe and sensible web surfing
and make regular backups of all data.
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Top tips for IT security
No business is safe from hackers, but you can take some simple steps
to reduce your risk.
1. Keep passwords unguessable
Don’t use the same password for everything, and avoid obvious
things like names or birthdays. Instead, pick a combination of letters
and numbers, for example a favourite holday destination and the year
you were there.
2. Update your software
If you are using any standard software such as Microsoft Windows you
should look for software updates online. Most new versions of Windows,
such as XP, will automatically prompt you when an update is available.
These are called patches and fix any known bugs or holes in the software
which might allow hackers access.
3. Build a fortress
Invest in anti-virus and anti-spyware software and update it regularly
to ensure it can detect even the newest nasties. It is not expensive
but could save you a fortune in lost data, customers and hardware.
4. Make regular backups
In the unfortunate event of a security breach, the theft of a laptop
or even a fire, your business will not be able to operate without the
contents of your hard drives. Make backups to CD ROM daily or weekly
and keep them offsite, or use a backup service for a small fee.
5. Emails are not always friendly
If you receive an unsolicited email and you are unsure, delete it immediately.
Emails are the most popular way of spreading viruses, but you can install
anti-virus software to scan incoming mail for viruses and spam. However,
you should regularly check your spam folder for legitimate emails which
may have slipped through.
6. Install a firewall
A firewall builds a barrier between you and potential hackers while
you are online. Use the Windows standard one or install a purchased package.
7. Don’t input private data on public machines
Internet cafes or other public machines are a handy way of surfing the
web while out and about, but are also vulnerable to hackers who can log
and steal your passwords or credit card details. Avoid using data like
that on a public machine and stick to simple surfing.
8. Use the latest versions of operating systems
Older versions of Windows are very vulnerable to attack, so you should
consider upgrading to Windows Vista to ensure you have the most up-to-date
protection.
9. Encrypt your files
You can encrypt files through Windows or through specially-purchased
software, which makes sensitive data safe from prying eyes.
10. Call the professionals
If in doubt, get a professional out. It’s always better to be
safe than sorry, and there are many highly-skilled IT consultants who
can help you set up and maintain a secure online working environment.
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Be search engine friendly
There’s no point in having a wonderful website if no-one can find
you. To be seen on the net, you must become search engine friendly. There
are several strategies you can employ to get your site further up the
rankings.
- Identify the keywords and phrases you want to be associated with
your business. These should include your business name, your key products
and services and your geographic area.
- Ensure your website text uses these words and phrases as often as
possible. This is called your keyword density and is a major factor
in search engine optimisation
- Get linked. The more places on the web you are linked from, the
higher up the ranking you will appear on search engines like Google.
- Avoid all-Flash content. Search engines can’t read the content
of Flash pages or graphic items unless they are tagged, so keep trendy
content to a minimum.
- Use a professional. Although you don’t need to pay for
regular search engine optimisation, having your website written and
designed by a professional will ensure it has the best chance of being
ranked at the top by search engines. You can also pay for one-off search
engine registration.
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Your website is your greatest selling tool
One of most important sales and marketing tools a business can have
is a good website. However, a bad website can have disastrous effects,
losing you potential business and even ruining your reputation. Your
website is the public face of your business, and should reflect the standards
of professionalism and customer service you would give face to face.
First impressions count. If your website looks good, is easy to use
and informative, your potential customer will gain a positive impression
of your company. Of course, the reverse is also true, and if your website
is slow, badly designed, hard to navigate or contains errors like broken
links or spelling mistakes, you will put off prospective customers faster
than the click of a mouse.
The basic questions that most website users want answered are:
“who are you?”;
“what do you do?”;
“how are you different from the next firm?”;
“why should I care?”
and, if you impress them enough,
“what do you want me to do about it and how do I do it?”
Make sure your website answers these questions. As long as you include
a company description, your key services or products in the form of features
and benefits, and plenty of signposts to contact details, then you will
have answered most of the basic queries a user will have.
Know your users
To improve the usefulness of your website as a selling tool, you should
gather basic data about who is using it. Web statistics software, such
as Google Analytics, will provide you with information that can help
you improve your sales and increase your reach. Your web host or site
designer should offer regular reports on visitor numbers, most popular
pages, referring sites (where your visitor came from) and which search
engine phrases they used to get to you. In addition, you can also find
out where in the country they are, and how often they visit you, plus
a lot more. You can usually access web statistics as part of your hosting
packaging for little or no extra charge, or use one of the free tools
available online.
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Is email marketing spam?
The horrors of spam – we all get annoyed by unsolicited emails
selling products or services of no interest to us, but email marketing
is also a legitimate and useful business tool. The key is to only email
groups who may have a requirement for your business. One way of finding
them is to purchase email lists, although these go out of date very quickly
so caution should be used.
If you want to send marketing emails, do a bit of research about the
person or company you are mailing. This is essential for business-to-business
emailing, and you can be cheeky enough to say you have identified them
as a potential customer and would like to supply a quote.
If someone has come to your company via your website, they have already
demonstrated that they like to communicate via the Internet, so by including
a simple form whereby users can input their email address for further
information, you can build a mailing list and keep in contact. Email
provides a fantastic opportunity to reach customers on a regular basis
for minimum cost. For example, a quarterly or even monthly newsletter,
emailed to customers first and uploaded to your website a few days later,
is a great way of ensuring consistent communication and delivering news
about new products, services or company achievements. A newsletter adds
value and keeps your name in the radar. Even a basic “hello, remember
us” every six months could turn into a sale.
Data protection law states that any marketing email you send must include
an opt-out facility, so make sure you include a link or instruction on
how the recipient can stop your emails if they choose. It is vital to
act immediately on any opt-out request you receive. Remove the customer’s
email address from your mailing list database or address book. You can
add it to a ‘do not mail’ list if you want to keep the details
for reference, but make sure you do not contact the customer with marketing
emails again once they have opted out.
In conclusion, the answer is no, email marketing is not spam if done
in a considerate, relevant manner. Respect your customers’ privacy,
don’t bombard them with emails, and ensure it is easy for them
to suppress any mailings from you, and you can take full advantage of
the useful and cost-effective tool that is email marketing.
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Building website traffic
Once your website is built and online, start promoting it everywhere.
Have your stationery and business card re-printed to include the web
address, and add it to your email signature so people can access you
with one click.
Search engines
Being search engine friendly is an important part of having a visible
website. Many people go straight to their favourite search engine to
find a company rather than rely on old-fashioned methods like the telephone
directory.
Search engines use software called a spider to read your site looking
for keywords known as metatags or meta descriptions which are then used
to build your search engine ranking.
For more information see factsheet “Be
search engine friendly”.
Advertise
You can advertise on other, relevant websites by using a banner ad.
This is a graphic with an animation or information about what you do,
which takes the user to your site when clicked. Banner ads are best used
on sites with an appropriate target market.
Email marketing
Used with caution, email marketing can be an effective way of publicising
your website. See factsheet “Is email
marketing spam?” for more information.
Creating reciprocal links
Ask for a link to your website to be put on a relevant website, and
offer a link in return. This is a very effective method of driving traffic
to your site and increases your search engine visibility.
Tell the world
Don’t just talk about your website, shout about it! Make sure
the address appears everywhere that your business name does, including
your newspaper advertisements, flyers, signage and directory listings.
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Do I need a website?
The short answer is yes. Even if it’s just a simple description
and contact details, having a website is as essential as having a phone
number. Without one, many potential customers may simply never find you.
A website can be a full online brochure with all the bells and whistles,
or a basic page with an email address and phone number. It can be as
cheap or expensive as you like, but it’s always worth remembering
that a professionally-designed website is a better reflection of a serious
business than a DIY effort.
There are three basic types of website:
1. Simple homepage – like a shop window for your
business
2. Showcase – like an online brochure or sales pitch
3. Webstore – allowing your customers to buy your
products online
Simple homepage
If you opt for this simple form of advertising, approach as an opportunity
to get across a little more information than normal, with the objective
of getting the potential customer to call or request more information.
You should include:
- Business name and logo
- A summary of your products or services
- Contact details including an email address – if they’re
using your website they might want to communicate online
- Opening hours if applicable
- Relevant photographs of your products or services to bring the site
alive
You could also include a web form which allows customers to submit their
details to you with a brief description of their query. They press submit
and an email is sent to you with the information for you to follow up.
This is the most cost-effective type of website and ideally suited for
companies with simple products and services.
Showcase
An extension to the homepage style of website, a showcase site acts
as an online brochure, giving potential and existing customers in-depth
detail about your products or services. However, you should be wary about
making it too wordy, as Internet attention spans are much shorter. Keep
the navigation simple and allow the user to get back to their start point
easily.
Don’t recycle the wording from your brochure. Web copy needs to
be snappier than printed copy, so invest in a professional rewrite or
look at other websites to see what works.
Webstore
If you and your customers want to do business online then you will need
to set up an online store. This will also enable you to become involved
with electronic supply chains.
You will need to consider three key issues:
- Can you fulfil a customer order within a few working days to anywhere
in the country?
- How will you deal with problems, late deliveries, refunds and exchanges?
- Can you accept debit and credit card payments in a secure environment?
As credit and debit card details are confidential information, it is
vital to consult professionals to set up a secure server environment
for trading. You may be able to make cost savings by outsourcing your
secure payment facility to a separate website supplied by a third party.
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Choosing a domain name
Your domain name is your unique Internet address and should be a reflection
of your company name, products or services.
Choose your domain carefully, as it will be costly to change at a later
date if you have already printed stationery or bought advertising.
What makes a good domain name?
Domain names may only include lower-case characters, numbers, and hyphens.
You can choose a domain type based on the sort of business image you
want to portray:
.com – a global corporate suffix, this is the ideal domain for
international or larger businesses. It’s also likely to be the
first domain your customers input if trying to guess your web address.
.org – usually a non-profit organisation
.net – often indicates an Internet or computer-related organisation
although it is sometimes used when the .com is not available
.co.uk – the principal designation for UK-based commercial sites
.biz/.tv – these newer suffixes are often used by entertainment
companies and fun sites.
It can be worthwhile registering a few domains types and having them
redirect to the one you want to use. This stops other companies or individual
using them and causing confusion in the marketplace.
Keep your domain name short and sweet as it will be easier for customers
to remember. It’s OK to abbreviate your business name, the Internet
is all about being quick and adaptable. Check to see if your chosen name
is available using a WHOIS search. You can do this easily online through
your domain registration company.
As with choosing your company name, you should do a bit of homework
before paying to register a name. Check out similar domain names to ensure
they don’t lead to unsavoury sites that might impact on your good
reputation!
Registering a domain can be as cheap as a few pounds, or you can pay
a bit extra and have server space included (which will allow you to host
your website on the Internet). Dot coms are typically more expensive
than other domain types but usually the first choice for commercial enterprises.
The time and money you spend on a domain should be proportionate to
how important your website will be to your business. Keep your business
plan in mind, and if your goals include developing your business using
marketing techniques, be aware of how vital the Internet has become.
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Building your website
Unless your business is a web design company, you might want to consider
employing a professional web designer or agency to create your site.
It might seem a simple undertaking to put a few pages together yourself,
but if they don’t look the height of professionalism, your customers
will notice and it could reflect badly on your image.
If you do decide to go the DIY route, you will need to know some basic
DOs and DON’Ts of web design.
Make a sitemap in advance
The worst websites to navigate are usually the ones which have evolved
over time, starting as something simple but with pages and sections added
as the business grows and generates more content. By creating a site
map – a plan of your website and its navigation – you will
be able to keep it clear, uncluttered and easy to use. When you want
to add new sections, plot them on the site map first so you can see how
they will fit into the overall site and where they need to link to and
from. This could save you a lot of time and money rebuilding your site
to make it user-friendly again.
Navigation
The navigation is the menu system by which users will find their way
around your site. It should consist of a menu bar across the top and
an optional menu at the side (known as a sidebar) depending on how much
content you have. The navigation should be the same on every page so
users can get back to where they want easily and predictably.
Colour scheme
Your website colour scheme should reflect your brand identity and gel
with your logo. Don’t use garish colours that will cause eye strain,
and don’t assume that a loud colour scheme has more impact. The
type of business you have will dictate what colours are appropriate.
A bright yellow website with chunky red graphics might be great for a
children’s entertainer but would not give the right image for a
firm of solicitors. Avoid strong contrasts like white on black. Ideally
your text should be black on white space with colours restricted to design
elements like buttons, menus and logos.
Fonts
You have little control over what font your user sees, as that will
be dictated by what they have installed on their machine. The best font
to use is a universal sans serif font like Arial. Unlike printed material,
serif fonts like Times New Roman do not work on the Internet. This is
because they are harder to read on screen. A clear, uncluttered font
will show up better and be easier to read. Avoid ‘funny’ fonts
like Comic Sans, as these are generally considered unprofessional and
corny. If you use an unusual font, the chances are it won’t show
up on most users’ screens and will just default back to Arial,
so it’s best to stick to the simple stuff. Avoid using italics
as these are hard to read onscreen, and never use underlined text for
anything except links. Web users expect underlined text to be a link,
and will get annoyed if they hover over it and discover it’s not.
Use photographs and descriptions of staff
Faces sell, and without face to face interaction, it’s much harder
to persuade someone your company is for them. Putting pictures of your
staff will create a friendly, personable environment on your site and
will let users see who they are dealing with. Try and use a professional
photographer if possible, or save some money by using a good quality
digital camera to take your own snaps. And remind your staff – a
smile costs nothing!
Write for your audience
Don’t fill your side with wordy, jargon-filled descriptions if
all that’s needed is a short overview of your core products and
services. You only have a few moments in which to sell your company to
a prospective customer, so get straight to the point and keep it simple.
A website does not demand the attention of a printed brochure, so avoid
using the same wording for both. Create snappy copy for your site or
employ a professional copywriter, and remember to have it proofread to
avoid spelling, grammar and punctuation errors!
For information of users: This material is published
for the information of clients. It provides only an overview of the regulations
in force at the date of publication, and no action should be taken without
consulting the detailed legislation or seeking professional advice. Therefore
no responsibility for loss occasioned by any person acting or refraining
from action as a result of the material can be accepted by the authors
or the firm.
© Copyright JE Consulting 2008. All
rights reserved.
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