Chapter 9: SAFETY FIRST
Make your site a secure place to visit.

 
OK, YOU'RE ALMOST DONE. Your final step in improving your website is making sure your customers feel good about doing business with you. And the best way to do that is to establish a solid security and privacy policy. Start by checking your site for anything that could lead to security or privacy problems. Your goal is to eliminate these potential threats and make your site a safe place to do business.

 

WEBSITE SECURITY

There are many layers to website security. The physical security of the server your site is hosted on, firewalls and how you control who can make changes to your site are just a few of the things you have to consider.

PRIVACY

Web users are very sensitive about their privacy. How can you reassure them that your site is safe? By creating and openly explaining your privacy policy. Many sites have a button at the bottom of their homepage that says "Privacy Policy." Once clicked, the link should deliver users to a clear, concise statement of what information is collected from them, what's done with it, and if it's made available to other companies. Internet users are concerned about receiving unwanted spam or, more seriously, making themselves vulnerable to identity theft. Users don't want their data shared with other sites or businesses. Be careful how much you ask your customers. If you ask too many questions, many will refuse to answer. To get more, there needs to be an appropriate value exchange.

Essentially, the amount of information you expect to get should be tied in to what the customer is receiving in return for giving you their data. If you want a lot of information, consider offering multiple reports or free samples to entice visitors into taking the time to answer your questions. When an explicit privacy policy is combined with a third-party seal of approval (from, say, the Better Business Bureau or TRUSTe), buyers generally feel more secure about doing business with you. If you have e-commerce capabilities on your site, then be sure to use SSL technology, which provides secure communications online for tasks like web browsing, e-mailing, instant messaging, e-faxing and other data transfers, to secure your customers' data.

SPAM

E-mail marketing can be a very effective way to communicate with your customers and encourage repeat business. If you decide to try e-mail marketing, then you must follow the law when it comes to spam, or it will damage your credibility and brand. Nothing will drive customers away faster than spamming them. Let your customers opt in (double opt-ins are often preferable) to allow you to contact them in the first place. The CAN-SPAM Act, which was signed into law in 2003, requires commercial e-mail messages to be labeled and include opt-out instructions as well as the sender's physical address. It also prohibits the use of deceptive subject lines and false headers.

Website security doesn't have to be a great mystery. Take a good dose of common sense, check into your web hosting provider's security policies, take time to craft a solid privacy policy of your own and be careful with your e-mail marketing efforts. Your diligence will increase your prospective customers' faith and trust in you..

by Entrepreneur Media Inc.