EDITORIAL FEATURE
A Secure Website is
Essential to Customer Trust
By Doug Beattie
W
hen it comes to online shopping, consumers spend close to $6 billion each
year. This growing number presents a
significant opportunity to small businesses but without a secure website, consumers may not feel comfortable enough to shop or
complete a transaction. To solidify a trusting
relationship with customers and drive online
sales, small businesses must prioritize online
security in five ways.
1. Verify your company’s identity with an SSL certificate. SSL technology is an important part of
building trust among online shoppers. With
SSL, your website’s URL includes a padlock
symbol and begins with “https” instead of “http,”
both of which are signs of a secure website. According to a survey from the CA Security Council, more than half of consumers recognize and
look for the padlock symbol, meaning that an
SSL certificate could make the difference in
whether customers choose to make a purchase
on your website.
2. Consider upgrading to EV SSL technology. An EV
(Extended Validation) SSL certificate takes SSL
a step further by providing the highest degree
of authentication. In addition to “https” and
the padlock symbol, your website will display
your company’s name in green on the browser
address bar, an additional sign of security understood by 42 percent of consumers according
to the same survey. Consumers know to look
for the green bar and padlock before trusting a
website with their information.
renew the accounts. Instead, small businesses
should maintain access to their usernames and
passwords so that they can manage all aspects
of their websites.
4. Use effective passwords that are difficult to break.
All passwords should be longer than seven characters and include numbers and special characters. Programs can allow attackers to easily
guess your passwords and threaten the security
of your website. To help prevent this, use password safes, password generators, and two-factor authentication whenever possible. By using
these precautions, your company’s website will
be a secure and safe place for customers to shop.
5. Install security updates and scan for malware.
Websites are a target for malware and other threats which can lead to slow loading and
unwanted ads. Malware can even spread from
your website to customers’ computers and
smartphones, threatening the trust and relationships you have built with those customers. On a regular basis, scan your website for
malware and install all necessary patches and
updates. Consider installing a security program
that runs these scans automatically.
Consumers understand the basics of online
security and know to avoid websites that may
put their financial information in jeopardy. This
highlights the need for small businesses to put
their customers first and make sure these security measures are in place. By offering the
highest level of security, small businesses communicate their trustworthiness and a strong
3. Keep track of your website’s account information. commitment to protecting their customers. SBT
When hiring an outside entity to build their
websites, many business owners leave that in- Doug Beattie is the Vice President of Product Management at GMO Globaldividual as the only one with the account infor- Sign and the Steering Committee Member at the CA Security Council. You
mation for the SSL certificate, hosting account, can reach Doug by email at [email protected], by phone
at 617-645-3675, or visit his websites at www.globalsign.com/en/ and
and domain name. This causes a problem www.casecurity.org.
when the business owners need to change or
30 SMALL BUSINESS TODAY MAGAZINE [ JUNE / JULY 2015 ]