Connect using the Internet

The Internet is a powerful marketing and communication tool and can open your business (via your website) to inquiries, customers and suppliers from anywhere in the world. This accessibility to your business increases the ease and speed with which you can:

• communicate online with potential buyers and business partners
• engage in cross-border transactions

What makes a website useable?

Your website must allow for the different ways that people interact with the online medium as opposed to the offline medium such as traditional print. The new behaviour has provoked discussions on website useability and user experiences.

The structure of the Internet means visitors can arrive at any page on your website. You can't control the way visitors enter or how they choose to navigate through your website, therefore you should make it easy for your visitors to find the right information. This will be important to their impression about your company.

Visitors will choose to move between pages based on their own preferences and search criteria. As a result every page on your website should be context-independent and point people toward critical information.

People tend to scan content due to the sheer amount of information available on the Internet and the difficulty of reading text on screen. It is best to avoid overloading people with long blocks of text, the use of buzzwords and complicated language.

Some useful hints you may want to consider:

• Use the navigation structure, links and ‘what’s new’ sections to point visitors toward relevant information.
• Important or supplementary information needs to be cross-referenced on every page by providing links from one page to another.
• Ensure you update pages regularly, especially prices, dates, numbers and statistics.
• Use half the number of words when writing online – be clear and concise.
• Avoid jargon terms and overly exaggerated or boastful language.
• Remember humour does not always translate well locally, let alone nationally or internationally.

One of the most cost effective ways for you to test your website and obtain feedback is to rely on family, friends and good supporters of your business. Their experiences in navigating through your website, searching for information and where applicable purchasing online, can be a good indicator of the issues and challenges awaiting your customers.

Building trust online

The new economy may require companies to move outside of their comfort zones by interacting online with companies whose credentials and reputations are not fully known.  A recent Forrester survey noted that 51 per cent of companies did not trade with parties they did not already know over the web.

The risks associated with using the Internet to conduct business, together with concerns about the security – for things such as online payments - has raised the importance of trust in online relationships.

As your website may be the first point of contact with many potential buyers or a business partner you should aim to quickly establish credibility and earn the user’s trust.  To achieve this you should consider the following issues:

1. Objective content can assist in establishing an appropriate tone and building credibility.  For example, avoiding exaggerated claims or self-important language that can colour individual perceptions of your company.
2. Provide supporting information about the legitimacy of your product and/or service. Use case studies, testimonials, product reviews, press articles and hyperlinks to other sites where possible.
3. Ensure your logo and company name is displayed on every page.
4. Make certain contact information is clearly visible and correct so interested parties can follow up with you directly.

Lack of trust is one of the greatest barriers inhibiting trade between buyers and sellers who are unfamiliar with each other. In spite of its many advantages, online trade is fertile ground for distrust.