e-business operations - setting up a business website
The first question to ask is: what does the business want the website to do?
There are endless possibilities for website content and function, according to the needs of the particular business.
This note outlines the basics of establishing a ‘corporate’ website as well as an on-line store.
1 Corporate website
This is the start point for most businesses, and it is getting to the point where this kind of website is almost a basic requirement for any business that is looking to promote itself – whether locally, nationally or internationally.
In general, a corporate website can be as simple as a directory entry with essential contact information, or it can become an on-line brochure, with a greater or lesser degree of marketing information. At the very least, a potential customer ought to be able to find the website with, for example, a Google search, and then at least have sufficient information to contact them by telephone or email.
Some of the key components of a typical website could include:
Contact Details
Phone number, fax number, address, email addresses for different departments as appropriate.
About Us
Basic information about the ownership of the firm, what it does and its history. As an on-line business needs to build trust and confidence with its customers, it is a good idea to include photos of the offices or shop, of its staff and so on, to show that it is a ‘real’ business.
Products
Information about the products or services that the business offers. For an on-line store, this will obviously link to the catalogue.
Terms and conditions
Details of the terms of business, such as return of goods, warranty periods, and a privacy statement concerning use of personal data – see separate note on Data Protection Act.
How to find us
Directions and a map for visitors to the office or shop.
Technical support
If appropriate, downloads of software updates, manuals, instructions and so on. May also include an on-line form for customers to contact technical support staff.
Links
Links to other websites that offer related services that may be of interest, such as user forums. Webmasters (the people who look after websites) can often obtain ‘reciprocal links’ at no cost from these related websites, all of which helps generate website traffic and a better rating in search engines.
2 On-line store or catalogue
Many business websites seek to make sales on-line, and this requires a number of additional features over and above those already mentioned.
Many small to medium sized businesses will find it easiest to purchase a software package to help them build their store, such as Actinic Catalog. A package such as this will offer a framework to build the whole website, including all of the above, but will also include:
- On-line product catalogue – details, pictures, specifications and prices of items that are offered for sale. The business can choose whether or not to show whether products are actually in stock.
- Search function – to help customers find the products they are looking for.
- Shipping cost calculator – to help work out the size and weight of the order so that the postage charge can be added.
- ‘Shopping cart’ which builds the customer’s order details before confirmation and payment.
- Order form to collect customer details – returning customers may enter this information automatically by logging in.
- Secure form for credit or debit card details. This means that the business simple receives the credit card details in an encrypted message and then enters the details manually into the merchant terminal. See below for a more automated approach. Usually, the business will need to have a secure certificate, which is purchased separately and renewed annually, for example from Thawte.
- Integration with credit card acceptance through a Payment Service Provider (see separate note on payments).
Technical considerations
There are several different technical approaches to building and maintaining a business website. The most common ones are:
1 Website software and external hosting
Business builds a website –with or without an on-line catalogue - with a software package on its own computers and ‘uploads’ the website to a server held by an Internet Service Provider (ISP) or Website Host. When the website is updated, then the revised site is uploaded again. Even the very largest businesses tend to have their websites hosted externally, because these hosting companies specialise providing in service quality, with regular data backups, reliable fast servers, multiple fast links to the internet, round the clock technical support, a high degree of physical security and so on.
2 Remotely built and hosted website
Website providers like Moonfruit offer a complete package in which the business can build and maintain the website online, via an Internet browser. There is no need to run any local software and a professional looking website can be built very quickly indeed without the need for much technical knowledge. The downside is that the website cannot be moved to another ISP and it is limited by the features offered by the particular provider – although these are often more than enough for many businesses.
3 Page(s) within an existing directory
Some businesses find it sufficient to pay for one or more pages in an on-line directory such as Yell, which provides very basic information about the business. This can nevertheless be a useful approach for a retailer or service business with a local focus, so that potential customers using the directory can find a choice of local suppliers.
Accessibility
Whilst the Disability Discrimination Act (1995) has not been applied in cases regarding websites, responsible businesses will find that it is worthwhile taking steps to improve accessibility for people with poor eyesight or hearing – this might simply mean having a few pages available in large text. However, making a website easier to use for disabled users is likely to benefit all users see the Web Accessibility Initiative website http://www.w3.org/WAI/
General website design can be improved for many users by designing it to help those with colour blindness, working with clear contrast in any graphics and so on.
There are some useful guidelines for webmasters here http://www.userite.com/checklist.htm
Some businesses will find it useful to offer information in other languages, especially if their target customer base (and of course their own staff!) is ethnically diverse.
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Author: Steve Whiteley, January 2007
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