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How to size up a Web site on the first visit

How accurate, reliable and valuable is a particular Web site? Can you trust the information a Web site disseminates? Even more important, can you conduct business confidently with the organization that sponsors the site?

Surfing the Web is the latest indoor sport, and it’s easy. Web addresses seem to be everywhere these days: in newspaper and magazine ads, repeated on radio and television, or passed along by friends.

Known as URLs (universal resource locators), they have distinctive extensions identifying the type of organization that maintains the site – “.org” indicates a not-for-profit organization, “.edu” a school, “.gov” a governmental agency, and “.com” a commercial entity. You can also identify a Web site operated outside of the U.S. by the addition of, for example, “.fr” for France or “.jp” for Japan.

But, once you arrive at a new Web site, what should you look for? Good design, clever writing and appealing animation are all calculated to make you want to stay awhile. So are interactive features. Some sites even offer musical accompaniment while you surf.

Yes, Web sites can be entertaining and informative. But, to be really useful to you, they must also observe high standards of privacy, security, content and customer service.

Here is a simple checklist you should follow the first time you visit a new site:

Logging onto the site

• Can you browse all or part of the site without providing personal information?
• Is registration required?
• If so, what information do you have to give, and how will it be used?
• Are some areas of the Web site limited to subscribers? Is there a fee, and what is it?

Security

• Does the site describe the security measures, such as encryption, that it utilizes to keep your confidential information secure, so that unauthorized persons cannot intercept your messages or access your balances, secret codes or account numbers? Encryption technology converts information – such as credit card and bank account numbers – into a code that can only be read with the appropriate electronic key.
• Is there a symbol or icon – often a key or lock – that shows when your communication is secure and confidential?
• For credit card transmissions, is SSL provided to secure your account number?

Privacy statement

• Does the Web site have a privacy statement? Is it easy to locate and understand?
• Does it provide an adequate description of the information the site collects and how it will be used? Does it show how to “opt out” of marketing offers based on this information, and how you can contact the Web site’s customer service unit?

Web site rules and regulations

• Are they clear and easy to find?
• What activities are prohibited?

Customer service and other communications

• Can you send questions or comments to the customer service department?
• Can you order merchandise or services?
• Are the terms of purchase – for example, the return policy – clearly disclosed?
• Is a mailing address for correspondence provided?
• Is a toll-free consumer information number provided?

March 2, 2000

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