Small Business Victoria: Information Sheet
▌ Setting up an eBusiness website
The basics:
▌ Main topics
- First steps to setting up
an eBusiness website
- Planning an eBusiness
website
- Setting up an eBusiness
website
- Customer service and
marketing
- Staying within the law
Ñ make sure you build a site your business really needs and can support
Ñ plan your site before you build it
Ñ build a secure site: customers generally prefer secure sites
Ñ make sure you understand the legal requirements
First steps to setting up an eBusiness website
What can eBusiness websites do for my business and customers?
An eBusiness website can be a simple homepage or an online store with
complex ordering, payment and delivery systems. An eBusiness website gives
your small business a new tool to promote, inform and sell. Yet, the best website
solution is not always the biggest. An effective eBusiness website makes it easy
for customers to do business with you, adds something to your business and
has something your competitor's website doesn't.
Some possible benefits to your business are:
Ñ reduced costs, time and effort to make and process sales
Ñ better customer service and more sales to existing customers
Ñ attract new customers
Benefits to your customers are:
Ñ 24-hour access, accurate and fast transactions, convenience
Ñ can do some things not possible or easy to do elsewhere
Ñ a way to find information about you and your product or service
Do I need a simple website or a website with transactions?
Your first step is to decide what sort of website you want to build.
▌What can a simple eBusiness website offer? This allows your customers to
find out about the business and how they can contact you by email, fax, phone
or by personal visit; get product, pricing, contact, location, service or technical
information to read or print, and print an order form they can fax, email, post or
order with by phone.
Step-by-Step Guides
▌You can get step-by-step
help with key aspects of
setting up an eBusiness
website by using the online
Step-By-Step guides. Go to
www.business.vic.gov.au/
stepbystep
▌What can a website with eCommerce transactions offer? This allows your
customers to research a catalogue product, add their choice to a shopping cart,
complete an online order, pay online or offline for what they buy — securely and
privately. There are many ways to set up an eCommerce website.
▌What are the main steps in creating a website?
1. Create a blueprint or the 'web development brief'.
2. Check your chosen web address (domain name) is available and register it.
3. Make sure your business can support your website and its customers.
4. Find an Internet Service Provider (ISP) and website host.
5. Decide how to build it: a) DIY, b) use a template site, or c) find a web
developer to build it for you. If hiring a developer, find one who can build it
within your budget, has the skills and can support the site if your site grows.
6. Make sure your website and business meets its legal and other obligations
7. Test the website.
8. Promote it and maintain it.
Page 1 of 6 | Setting up an eBusiness website | April 2008 |
Small Business Victoria: Information Sheet
▌ Setting up an eBusiness website
Planning your eBusiness website
Your website blueprint: the 'website development brief'
One of the best ways to save time and money is to stop and plan out the
website before you start. It's not that different from building a house — the
builder won't start work until they see a set of plans. If you do it yourself or hand
the job to a web developer, your brief will help you avoid building a website that
is wrong for you, and keep the costs and effort down.
▌What is a website development brief? A website development brief is a six-
step tool used to decide and describe what you'd like your customer to do on the
website and how the website will provide it. The table below outlines each step.
If you're handing the job to a web developer, follow steps 1-3 below (and
possibly step 6). If you want to build the site yourself follow all the steps.
Table 1: Six steps to building a website: outline of a 'website development brief'
Step 1: work out the
website's main
goals
Your website needs to support your main long-term business goals. For example, a
five-year goal to make the business your main source of income. One way to
decide a website's purpose is to use it to tackle your business's main weaknesses.
Each business has at least one. Common weak points are: enquiries not turning
into sales, too few repeat customers and too few large sales.
Step 2: analyse the
customers you want
to reach and what
the website will do
for them
Your next step is to work out who you want to use the website and what to offer
them when they are on the site.
Talk to your customers What do they want? Information? To communicate? A
transaction? The best way is to get proof: ask them. Present the website as a
solution to their problem. First, determine what the problem is. Show them what
their world would be like once the problem is solved. Tell them how you can help
them get to the solution.
Check out your competition Look at what customer services the website should
offer which competitors don't.
Step 3: content and
functions
What information will my website have? Examples are: newsletters, product
descriptions, reviews, specifications, order forms, contact details, product photos or
diagrams, pricing and availability information, delivery, privacy and disclosure
notices.
What transactions will I offer? Examples are: look for a product, fill in a form,
order something, pay for something, check if I have it in stock, bid for something,
book a course, arrange delivery and subscribe to a newsletter.
What other tasks do I need to consider? Do you want to let your customer pay
you online or offline? When? The instant they order or after? How? With a credit
card? Using BPay or other method? Do you need to adjust your customer service
and other business systems for your new website customers?
If you're giving the job to someone else, you may hand over what you've prepared in steps 1-3. You may
also want to be involved in preparing the content at step 6.
Step 4: develop the
website map and
navigation
Once you know what main content and functions you want offer, you'll need to find
the best way to arrange these as a website. A simple way to design a website
structure is to use large Post-it notes and lay these out in different ways until you
have a logical structure.
Step 5: page design
and graphics
How do I design pages and graphics? Keep page layouts simple and follow the
lead from other websites you like. Some web-publishing packages have templates.
Adding graphics The purpose of using graphics on a web page is to help the
reader get the message more quickly. Designing professional looking web graphics
needs specialist skills, but you may be able to add acceptable graphics yourself.
Step 6: prepare
content and choose
links
By this stage you'll have a structure and have prepared the page layouts and
graphics to add later. You'll also need to have ready any other material you want to
add to the website e.g. PDF files or other documents for people to download.
Your writing style should be concise, plain language, as most website readers scan
pages and rarely read in detail.
▌ Further action
Getting advice to get started
Task
To
do
Contact my local
council to find
eBusiness support
groups in my local
area
Search the web for
free online tutorials
Look for a course at
my local TAFE,
community centre or
the Council of Adult
Education (CAE)
Page 2 of 6 | Setting up an eBusiness website | April 2008 |
Small Business Victoria: Information Sheet
▌ Setting up an eBusiness website
Setting up an eBusiness website
▌Choosing and registering a web address (domain name) A web address
(domain name) identifies your website not just to the world, but to search
engines. You will also add the address to the end of your business email
address. A good web address is relevant to your business and has three
syllables or less. It's also easy to remember, say, spell and type. Before you
register it, make sure the name is free (see the checklist to the left) and doesn't
infringe a trademark, business or company name.
▌Different ways to set up an eBusiness website This table lists some
common ways to build websites with cost estimates. Prices are indicative only.
▌ Checklist
;
Register a new web
address
Task
check the web
address is:
To
do
not a business name
with
Consumer Affairs
Victoria
not registered as a
company with
Australian Securities
and Investments
Corporation
not a registered
trademark with IP
Australia, or register it
as one
free with auDA and
register the web
address with an
accredited domain
name reseller
See the last page for contact
details
Table 2 Different sites: what they cost and offer. Use the costs as a rough guide only.
Price (indicative only)
Description
Good for
Free to build, but
commission on all sales
Online store with advanced eCommerce
features, but commission on every transaction.
A quick start, pay as you
use and if having your own
site is unimportant.
$500 (no website
publishing package)
Self-built
Simple pages with email link to your email.
Web pages are the catalogue.
A starting point to learn
about web technology.
Removing technical
complexity. Acceptable
design and mature
technology.
$500-$2000
Generic design. Simple website with online
store, feedback forms, payment processing,
email and other eCommerce options.
Template website, one-
off or monthly fee
$1,000 - $10,000 small
professionally built
website
From a simple website to basic eCommerce
features shopping carts, online catalogue,
booking system.
People with the time to plan,
quality design and writing.
Takes time to build, advanced page-creation
features, sophisticated databases, and
personalised customer accounts.
Businesses with access to
project management
expertise.
$50,000 and above -
sophisticated eBusiness
▌ Finding someone to build it Building a website needs skills in security,
business development, graphic design, writing etc. Try to find someone who has
already built your type of website. If you already have put together a detailed
plan (your website development brief) you have a better chance of getting an
accurate cost estimate.
Ways to choose a website developer:
▌ Checklist
;
Choosing an ISP: what to
look for
Feature To
do
speed, reliability, price
a plan you can
understand
contracts you can
upgrade or cancel
without a big penalty
effective spam email
filtering
customer support
when you need it
good security,
complies with privacy
legislation
can host and support
business websites
Ñ find local websites you like and find out who built them
Ñ check the Yellow Pages or the Multimedia Victoria website for a list of
Victorian developers (contact details on the last page)
▌How do I choose an internet Service Provider (ISP)? An ISP supplies your
internet connection and usually your email account . A smart investment is fast
(broadband) internet access. You'll spend less time waiting, and if you maintain
your own website you can work quickly. Wireless access may be the only option
in Victorian country areas. A good dial-up account is also practical if there's no
other ISP, and you rarely send or receive files over 5MB. Computer magazines
review ISPs, and one independent community Australian website (contact
details on the last page) devotes itself to ISP broadband reviews. Read the fine
print: some ISPs count the data you send as well as what you download.
▌ Security and spam: how can I protect my customers? Part of setting up an
eBusiness website is to make sure you can protect your customers' information
and your own, and to make sure the website runs 24/7. The credibility of your
Page 3 of 6 | Setting up an eBusiness website | April 2008 |
Small Business Victoria: Information Sheet
▌ Setting up an eBusiness website
business is at stake, as is your legal and financial liability. (See the list on the
next page for definitions of common security threats.)
▌ Definitions
Examples of common online
security threats and
nuisances
Ñ Web hosting company protection : Web hosting companies as a rule use
effective protection against security threats and spam.
Ñ Protection at your office : Your office will need separate protection, including
up-to-date virus software and spam filtering software if your hosting
company or ISP doesn't effectively filter your email. You'll also need
spyware, adware and an effective firewall for the security threats listed in the
definitions box to the left. Do a web search for free (and effective) versions
to download from the web. Fully licensed versions have more features.
email scams: false offers of
money.
spam : mass mail outs.
identity theft : using stolen
personal details.
viruses and trojans : harms
files, slows down networks or
steals vital information.
Ñ Adding a digital certificate or 'SSL' : An SSL (Secure Sockets Layer) digital
certificate encrypts sensitive information as it passes over the internet, for
example, credit card details. A website with an SSL digital certificate has a
web address with http s :// instead of http://. You can apply for a digital
certificate online or your website hosting service can help you get one.
phishing: an email or a
website designed to trick the
user into giving personal
details e.g. fake bank
website.
▌ Should I accept payments offline or online? You can set up your website
so customers pay you while they're on the website, after they leave the website
or both. You'll need to decide how many orders per week justify an online
payment processing system and how you want this to work.
hacking : illegal access to
another computer system,
often with intent to damage or
teal information.
spyware and adware :
gathers different kinds of
information from a computer
and sends it to others without
the user ever knowing.
▌eBusiness payment options vary There are many options to choose from.
Your payment system could be supplied by your web host, a third party (e.g.
PayPal) or your financial institution (merchant account). You can also limit
orders and payments to customers in Australia (e.g. PayMate). To accept Visa,
Mastercard etc, you'll need to set up an arrangement with a financial institution.
▌What is an online store? Online stores, (also known as eStores) let
customers search for a product or service, research it, order it, pay for it and
arrange delivery. Store systems can be rented, often from a website host. A
range of options are offered, for example, real-time credit card processing.
Table 3: Common types of online stores
Store Type
Description
sales via
email:
A way to sell without an online store is to send an email (written in HTML format) with a link
in the email the customer can click on, taking them to a PayPal-type payment system.
Uses simple web pages as the catalogue with a link to a page where the customer can fill
out an (SSL secure) order form. You receive and process the order. Good starting point if
stock range is small. Easy to set up but you may need expert help with forms and security.
simple
online store
larger
volume
sales
Searchable catalogue, using a database to store all the product or service information. The
customer chooses and adds items to a shopping cart and then pays online. Complex
versions work with ordering, payment, delivery, accounting and warehousing systems.
in another
larger
website
An alternative to setting up your own online store is to set one up within a larger website. A
well known example is eBay, or simple grouping of a seller's online ads on a classified
website such as the Trading Post.
▌Tip
▌What are online catalogues and shopping carts? Online stores let
customers to find a product in a catalogue, check the details and add what they
need to a 'shopping cart', then go the 'checkout' and pay. The price updates if
they add or remove an item. You can run your catalogue from a computer at
your office, from your web host's website, or from another website linked to your
website. When choosing the type of online store your main criteria should be:
Tax deductions for website
development
The ATO's tax ruling TR
2001/6 allows the cost of
website development to be
written off over 2 ½ years if
the website is built in a
certain way. Decisions are
made on a case-by-case
basis.
Ñ how many stock items you list and are likely to sell
Ñ how important customising the design and other features are
Ñ how much time you have to update the catalogue: some are easy to use
Ñ how it will work with a payment system and your accounting software
Page 4 of 6 | Setting up an eBusiness website | April 2008 |
Small Business Victoria: Information Sheet
▌ Setting up an eBusiness website
Customer service and marketing
▌Building your online credibility takes a little extra Online customers are
security conscious and value eBusinesses offering good customer service, an
ethical approach and crystal-clear communication. You can improve customer
confidence in your eBusiness if:
▌Tip
Measuring site traffic with
'page impressions'
When you measure your
website traffic, use 'page
impressions' instead of 'hits'.
A 'hit' is a measure of every
element downloaded to a
browser from a single web
page, including links, photos
and graphics. One web page
might therefore have many
'hits'. A 'page impression' is
more reliable as it counts a
single page including any
photos, links or graphics as
one page impression.
Ñ your website shows it takes security and customer privacy seriously
Ñ you supply your contact details and a business street address
Ñ transactions give full information, with no hidden costs
Ñ your website spells out what you'll do if something goes wrong
Ñ you state which laws you base your customer policies on
▌ Promoting your eBusiness with search engines Every business wants to
be the first in a search engine's list of results, but how do search engines rank
your website? Search engines periodically search the web to build an index of
websites and record several types of information from each website's pages.
Three main ways to improve search engine results:
Ñ For 'natural' search engine results, include keywords or phrases on your
page and in the 'metadata' (keywords 'behind' the webpage) you expect
people will type into a search engine; use descriptive, unique content.
Ñ Optimisation: if the budget allows, hire a web search engine optimisation
company who understand how search engines build their indexes.
Ñ Pay a search engine for keywords or phrases you know people will type. If
people type these, your website will be listed as a 'sponsored' link. When
someone clicks your sponsored link, you pay a small fee (thus 'cost per click
ads'). Many small businesses rely heavily on this approach.
Staying within the law
Which laws apply to eBusiness websites?
Business law (federal and state) makes no distinction between electronic and
normal business transactions. eBusiness law is mix of standard business law
and self-regulation. Some federal acts specifically cover eBusiness: the Spam
Act 2003 , the Privacy Act 1988 and the Electronic Transactions Act 1999 .
▌Example
An online purchase vanishes
into thin air, so who pays?
▌ Fair trading laws Victoria's Fair Trading Act 1999 also applies to how you do
business online. For example, your website must give your full business address
or telephone number, the total price, postal or delivery charges. All the other
legal requirements of the Fair Trading Act apply to an eBusiness.
A NSW customer buys a
camera from an online store
in Victoria, but the courier
company loses the camera.
The Victorian Fair Trading Act
1999 applies as the retailer
accepted the contract in
Victoria to supply the camera.
The retailer must replace the
camera, not the courier
company. Why? The
customer has a contract with
the retailer to supply a
camera, not the courier.
Check with your legal advisor
about your contracts to
supply.
▌ Privacy laws The Privacy Act, 1988 (Fed.) specifies how you can collect,
store and distribute information. It applies to private organisations with a
turnover over $3 million (or health service providers, trading in personal
information, related to a larger business, or a contractor to Commonwealth
agencies). Even if you're not listed above, adopting privacy guidelines as best
practice adds credibility to your eBusiness.
▌Copyright and intellectual property The laws for digital copyright are
evolving. Make sure your website doesn't infringe copyright and protect your
own online materials — or just don't make them easily available. The same
applies for intellectual property. Add a copyright notice to your website.
Page 5 of 6 | Setting up an eBusiness website | April 2008 |
Small Business Victoria: Information Sheet
▌ Setting up an eBusiness website
Get more information about:
Consumer Affairs Victoria
Victorian fair trading laws (Fair
Trading Act 1999)
www.consumer.vic.gov.au
(look under the heading 'legislation')
Visit the Consumer & Business Centre
Ground Floor, 113 Exhibition Street, Melbourne VIC 3000
(03) 9627 6200
Small Business Victoria
All small business enquiries
Visit the Victorian Consumer & Business Centre,
www.business.vic.gov.au
Ground Floor, 113 Exhibition Street, Melbourne VIC 3000
Complete an online step-by-step
guide to setting up an eBusiness
For your nearest Victorian Business Centre call the
www.business.vic.gov.au/stepbystep
Business Victoria 13 22 15
TTY (telephone typewriter) Service (03) 9651 7596
Tax deductibility of software and
websites (ATO ruling TR 2001/6)
Australian Taxation Office
Casseldon Place, 2 Lonsdale Street, Melbourne VIC 3000
Business tax enquiries 13 28 66
www.ato.gov.au
Check online if a web address
('domain name') is available or
look for an auDA accredited
registrar to register a web address
Australia Domain Name Administrator
114 Cardigan Street, Carlton VIC 3053
1300 732 929
www.auda.org.au
Check online if a web address is
already registered as a trademark
IP Australia (Intellectual Property Australia)
Level 6, 565 Bourke Street, Melbourne VIC 3000
(03) 9614 4788
www.ipaustralia. gov.au
Check online if a business name
is already registered in Victoria
Consumer Affairs: Business Licensing Authority
113 Exhibition St, Melbourne VIC 3000
1300 135 452
http://online.justice.vic.gov.au
Check online if a web address is
already registered as a company
Australian Securities and Investments Commission
485 La Trobe Street, Melbourne VIC 3000
(03) 9280 3200
www.asic.gov.au
Look for a Victorian web
development company at
Multimedia Victoria or the
Yellow Pages
Multimedia Victoria
Level 20, 80 Collins Street, Melbourne VIC 3000
(03) 9655 1000
www.mmv.vic.gov. au
www.yellowpages. com.au
Read a comprehensive federal
guide to doing business online
Department of Communications, Information Technology and the Arts (DCITA)
Information Economy Division e-businessguide
GPO Box 2154, Canberra ACT 2601
(02) 6271 1000
www.e-businessguide.gov.au
Read reviews on Australian
broadband ISPs
Whirlpool.net.au is an independent community website aimed at keeping the
public informed about the state of broadband in Australia. You can use the site
to compare broadband plans or find a local ISP by typing in your phone number
www.whirlpool.net.au
Read the Spam Act, 2003
(Federal) online
ComLaw - Federal Register of Legislative Instruments
Attorney-General's Department
Central Office, National Circuit, Barton ACT 2600
1300 726 631
www.comlaw.gov.au
Read the Electronic Transactions
Act 1999 , (Federal) online
The Office of the Privacy Commissioner
GPO Box 5218, Sydney NSW 2001
1800 620 241
www.privacy.gov. au
Read the Privacy Act 1988 ,
(Federal) online
Read The Australian Guidelines
for Electronic Commerce on the
Treasury website
Look under the main topics for 'eCommerce'
www.treasury.gov.au
For more information :
Ñ call Business Victoria on 13 22 15
Ñ visit the Business Victoria website at www.business.vic.gov.au
Ñ visit a Victorian Business Centre (VBC). For a list of VBC locations, visit www.business.vic.gov.au/vbc
Disclaimer : The information contained in this publication is provided for general guidance only. The State of Victoria does not make any representations or
warranties (expressed or implied) as to the accuracy, currency or authenticity of the information. The State of Victoria, its employees and agents do not accept
any liability to any person for the information or advice which is provided herein. Authorised by the Victorian Government, 113 Exhibition Street, Melbourne, 3000.
© Department of Innovation, Industry and Regional Development 2006
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