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offers. The location or nationality of the website host does not typically affect accessibility of thesite; however, your company should ensure that the servers of the host under consideration residewithin a stable infrastructure and are maintained for optimal reliability.Localizing and Internationalizing Website ContentCompanies seeking foreign audiences with their websites will want to either localize orinternationalize their websites. They may also provide a mixture of both processes. Localizationconsists of adapting one’s website to meet the linguistic, cultural, and commercial requirementsof a targeted market. Internationalizing a website enables a company to be multilingual andsensitive to cultural conventions without the need for extensive redesign. Localization orinternationalization must be part of the online exporter’s corporate strategy for website andbusiness development. Features your company should consider include:• Language• Cultural nuances, such as differences incolor association and symbols• Payment preferences• Pricing in the appropriate currencyPromoting Your Website• Currency converter• Metric measurements• Information on duties and taxes assessedon your product by key country marketSetting up shop is no guarantee that customers will come flooding in. If you want a successfulwebsite, you must not wait for people to stumble across it. There are a number of ways topromote your site without spending a lot of money:• Send brief stories about your company and website to trade publications that serve the largerindustry or business sector in your target market(s).• Put your web address on business cards, letterheads, envelopes, packaging, and promotionalmaterials of all kinds.• Ask foreign visitors if they’d like to receive occasional “opt-in” ads, which are essentiallye-mails promoting upcoming sales or new products. Encourage those visitors who consentto receiving the opt-in ads to e-mail them to a friend or relative. People who agree to receiveopt-in ads tend to purchase up to seven times as frequently as other visitors.• Consider sending people who visited or registered on your website but did not buy anythinga follow-up e-mail with a coupon for a discount on your products and services.• Use social media to promote your website, products, and expertise.Executing Orders and Providing After-Sales ServiceGive your online orders similar treatment as your offline orders—be knowledgeable about thetopics discussed in earlier chapters, as well as payment modes and terms, shipping and pricing,customer service, and taxation.Payment Modes and TermsCompanies that use the Internet to reach overseas customers frequently use their website toprocess orders and accept payments. Since payment practices vary from country to country, it isChapter 11: Going Online—E-Exporting Tools for Small Businesses127