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. For five steps on securing your website, see the box on the following page.
5 STEPS TO BETTER SECURITY
Fortunately, just a little bit of legwork can help you determine if your site is properly
protected.
#1: Choose a respected and established web hosting provider. Your host will be your first
line of defense. Don’t be afraid to ask questions about what it does for security.
#2: Be sure that your web host maintains tight physical security where it keeps its servers. It should also perform regular backups so that your site will stay up and running even if a server goes down. For instance, if you maintain your data on Microsoft Office Live, it is stored on systems with limited access in controlled locations. To find out more about Microsoft Office Live,
#3: Watch out for unusual activity on your website. A sudden spike in bandwidth usage may be a tip-off that a hacker has infiltrated your site and is using it to send out spam. For more information on keeping your server safe from hackers
#4: Consider hiring an IT or security professional or consultant to test your site’s defenses. This is especially important if you work with highly sensitive data like customers’ health information or financial data.
#5: Restrict employee access to your website. Only those who absolutely must be able to update it should have the password. Change the password on a regular basis. If an employee with access leaves your business, change the password immediately.
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. for a sample privacy policy from the Better Business Bureau. 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. For a link to the full guidelines, Here’s a sample of good opt-in language we use at Entrepreneur.com when you sign up for one of our e-newsletters:
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.
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