Cybersecurity website

[Deleted member 360015]

Hello there!

We are a new cybersecurity firm (oh no! another one) and we are trying to get together a decent website that will highlight what we do, who we do it for, and what's in there for them. Here is the work in progress: https://bare-consult.com

Any suggestions from the point of view of you as a customer will be much appreciated!

Paolo, Founder & CTO.

 

[Paul Kelly ICHYB]

Welcome.

Who is your target customer?

 

[Deleted member 360015]

Still work in progress but here is how it's defined now:

Our target markets are security-savvy SMEs operating in the Nordics, the Netherlands, UK, and Ireland. We target two types of buyers, as explained below.

Or are you referring to the buyer personas?

 

[Paul Kelly ICHYB]

Have a quick search for cybersecurity on the forum.

You are about to embark on a journey that was discussed a week or two ago and it would be relevant as they also didn't know who their customers really are, or at least didn't understand the term SME enough to focus.

 

[japancool]

Have a quick search for cybersecurity on the forum.

You are about to embark on a journey that was discussed a week or two ago and it would be relevant as they also didn't know who their customers really are, or at least didn't understand the term SME enough to focus.

That was the same person as this thread.

 

[fisicx]

What’s your marketing plan?

How do you know your target customers are looking for cybersecurity? They may be looking for a whole range of security services.

The actual website is very light on details. If we assume your marketing is highlighting security then the homepage should really focus on what you offer.

All I see at the moment is lots of circular content, it doesn’t tell me anywhere what you actually do.

The assessment form needs a major rewrite. It’s far too long and complicated

 

[Deleted member 360015]

What’s your marketing plan?

How do you know your target customers are looking for cybersecurity? They may be looking for a whole range of security services.

The actual website is very light on details. If we assume your marketing is highlighting security then the homepage should really focus on what you offer.

All I see at the moment is lots of circular content, it doesn’t tell me anywhere what you actually do.

The assessment form needs a major rewrite. It’s far too long and complicated

Thank you for the feedback. Luckily, the content of the website is being reworked (two weeks, ETA) by a marketing agency so it will (hopefully!) look much better. Regarding the assessment, we can definitely make it shorter by allowing users to pick one (or more) of the sub-sections, depending on what they may be worried/curious about but, less details provided will also mean less accuracy on the final report. They will need to understand that.

 

[NickGrogan]

What’s your marketing plan?

 

[fisicx]

Noooo!

Don’t go anywhere need a marketing agency. It’s far too early.

You need to be clear about your target client (your current scope is far too wide) and then your marketing plan. You can then decide on the type of content you need and then write the actual content.

 

[fisicx]

With regards the assessment form, all you need is the general details. Then when you call them on the phone you can get the fine details.

 

[Deleted member 360015]

Noooo!

Don’t go anywhere need a marketing agency. It’s far too early.

You need to be clear about your target client (your current scope is far too wide) and then your marketing plan. You can then decide on the type of content you need and then write the actual content.

I think I am a little clearer since I started.

From my Business Plan (still WIP):

Target Markets​

Our target markets are security-savvy SMEs operating in the Nordics, the Netherlands, UK, and Ireland. We target two types of buyers, as explained below.

Buyer Persona: Small Business Owner/Managing Director​

• Demographics:
  • Company Size: 10-100 employees (as we discussed).
  • Location: Focus on your target geography (countries & regions).
  • Age: 35-60 (though this can vary depending on the industry).
• Responsibilities:
  • Financial health and stability.
  • Strategic decision-making.
  • May not have deep technical IT knowledge.
  • Overall business success and growth.
• Motivations:
  • Finding simple and affordable cybersecurity solutions
  • Seeking reassurance and peace of mind.
  • Avoiding downtime that could cause revenue loss.
  • Protecting their business and customer data.
• Pain Points:
  • Fear of a data breach harming the business reputation and customer trust.
  • Overwhelmed by the complexity of cybersecurity options.
  • Concerned about business disruption due to cyberattacks.
  • Limited budget and resources for cybersecurity.

Buyer Persona: IT Manager/team/person​

• Demographics:
  • Age: 25-50+ (can vary across industries).
  • Company Size: 50-100+ employees (where they are more likely to exist).
  • Location: Same as your target geography.
• Responsibilities:
  • Implementing security measures (firewalls, software updates, etc.).
  • Training staff on cybersecurity best practices.
  • Incident response for cyberattacks.
  • Managing IT infrastructure and systems.
• Motivations:
  • Achieving compliance with relevant regulations.
  • Streamlining cybersecurity processes for efficiency.
  • Wanting tools that enhance their abilities, not replace them.
  • Keeping the company's data and systems secure.
• Pain Points:
  • Limited budget and staff for comprehensive security.
  • Constant stream of new threats and vulnerabilities to keep up with.
  • Finding solutions that are user-friendly for non-technical employees.
  • Difficulty demonstrating the value of cybersecurity investment to upper management.

 

[Deleted member 360015]

With regards the assessment form, all you need is the general details. Then when you call them on the phone you can get the fine details.

The idea is to offer a self-service assessment where they would have all the needed to make a plan. Maybe I am naïve, but I wanted to provide something of value that they could use - with me or elsewhere. To be honest, I didn't get much traction anyway so your idea may be better in the end...

 

[NickGrogan]

I think I am a little clearer since I started.

From my Business Plan (still WIP):

Target Markets​

Our target markets are security-savvy SMEs operating in the Nordics, the Netherlands, UK, and Ireland. We target two types of buyers, as explained below.

Buyer Persona: Small Business Owner/Managing Director​

• Demographics:
  • Company Size: 10-100 employees (as we discussed).
  • Location: Focus on your target geography (countries & regions).
  • Age: 35-60 (though this can vary depending on the industry).
• Responsibilities:
  • Financial health and stability.
  • Strategic decision-making.
  • May not have deep technical IT knowledge.
  • Overall business success and growth.
• Motivations:
  • Finding simple and affordable cybersecurity solutions
  • Seeking reassurance and peace of mind.
  • Avoiding downtime that could cause revenue loss.
  • Protecting their business and customer data.
• Pain Points:
  • Fear of a data breach harming the business reputation and customer trust.
  • Overwhelmed by the complexity of cybersecurity options.
  • Concerned about business disruption due to cyberattacks.
  • Limited budget and resources for cybersecurity.

Buyer Persona: IT Manager/team/person​

• Demographics:
  • Age: 25-50+ (can vary across industries).
  • Company Size: 50-100+ employees (where they are more likely to exist).
  • Location: Same as your target geography.
• Responsibilities:
  • Implementing security measures (firewalls, software updates, etc.).
  • Training staff on cybersecurity best practices.
  • Incident response for cyberattacks.
  • Managing IT infrastructure and systems.
• Motivations:
  • Achieving compliance with relevant regulations.
  • Streamlining cybersecurity processes for efficiency.
  • Wanting tools that enhance their abilities, not replace them.
  • Keeping the company's data and systems secure.
• Pain Points:
  • Limited budget and staff for comprehensive security.
  • Constant stream of new threats and vulnerabilities to keep up with.
  • Finding solutions that are user-friendly for non-technical employees.
  • Difficulty demonstrating the value of cybersecurity investment to upper management.

How many languages do you speak, and how many of those will be featured on the website?

The two target personas are at opposite ends of the scale, how are you going to hit them both with one website?

 

[Deleted member 360015]

How many languages do you speak, and how many of those will be featured on the website?

The two target personas are at opposite ends of the scale, how are you going to hit them both with one website?

I am Italian but I wish I knew more than two
Regarding the second part of your message, that's a very valid objection. Probably not, that's the answer Maybe two different landing pages?

 

[NickGrogan]

I am Italian but I wish I knew more than two
Regarding the second part of your message, that's a very valid objection. Probably not, that's the answer Maybe two different landing pages?

So how are you going to sell to Nordic countries and Netherlands? Why isn't Italy in the list instead? That would make more sense.

2 landing pages is fine, but then they'll click about or contact or anything else and the content wont match the expectations. You've got to pick one or the other, or have 2 completely separate websites and brands.

What’s your marketing plan? (because its not what you've posted so far)

 

[Paul Kelly ICHYB]

That was the same person as this thread.

No way!!!

 

[fisicx]

Your personas are still way too broad. Start with one country and one type of business.

Then write a marketing plan. Don’t pay a marketing agency to write anything yet. Right now you without a marketing plan you don’t even know the topic list.

 

[a4nthony]

Firstly, well done for starting you business.

Secondly, in my view your first message should focus solely on the problem rather than on the solution, or about who you are.

Try switching your message around, so that your second paragraph becomes your first.

 

[Paul Kelly ICHYB]

I am going to launch a website promoting selling the sizzle........

 

[Deleted member 360015]

So how are you going to sell to Nordic countries and Netherlands? Why isn't Italy in the list instead? That would make more sense.

2 landing pages is fine, but then they'll click about or contact or anything else and the content wont match the expectations. You've got to pick one or the other, or have 2 completely separate websites and brands.

What’s your marketing plan? (because its not what you've posted so far)

No way!!!

I thought it was me

 

[Deleted member 360015]

I thought it was me, Paul

Regarding your question, it is a good one. I might have some ideas but they are not really formalized in a marketing plan. If you have a template you can suggest, I will happily get to work on that one.

 

[Deleted member 360015]

Your personas are still way too broad. Start with one country and one type of business.

Then write a marketing plan. Don’t pay a marketing agency to write anything yet. Right now you without a marketing plan you don’t even know the topic list.

I live in the Netherlands so I guess I can start here. I have been working (and I still am) with startups so perhaps I should "go back" to my original idea to serve startups, which in a way are at least now still small businesses. Would it make more sense?

 

[fisicx]

I live in the Netherlands so I guess I can start here. I have been working (and I still am) with startups so perhaps I should "go back" to my original idea to serve startups, which in a way are at least now still small businesses. Would it make more sense?

Yes. Start local.

But you really need to be sure what you mean by a startup. For example, how would you help a small business making toys for children or a farm growing herbs or a factory or a pottery.

Don’t sell cybersecurity. Sell the benefits of a managed IT monitoring system.

Be prepared to talk to people, make a site visit and fully understand their business so you can best advise on a plan of action.

The website is just a means of getting the lead.

 

[Deleted member 360015]

Yes. Start local.

But you really need to be sure what you mean by a startup. For example, how would you help a small business making toys for children or a farm growing herbs or a factory or a pottery.

Don’t sell cybersecurity. Sell the benefits of a managed IT monitoring system.

Be prepared to talk to people, make a site visit and fully understand their business so you can best advise on a plan of action.

The website is just a means of getting the lead.

Thanks so much. This helps. I will think about how the website could be general yet informative enough for people to engage. For my past experience, not all startups are ready to listen to any cybersecurity (or IT monitoring) talk unless, as you say, they see the benefit. And most of the pressure usually comes from two sides: the regulator (e.g. fintech as an example) or their customers (especially when B2B). In both cases, what they really care (sad so hear it but true) is ticking the compliance box. So perhaps this could be what I am really selling - and cybersecurity can be a by-product of that.

 

[antropy]

Here is the work in progress: https://bare-consult.com

First impression: I just see a screen with white at the top and black at the bottom and then the top of some chopped off words.

Oh and the name sounds a bit like a London rude-boy speaking: "dat's bare security innit bruv".

Paul.

 

[Deleted member 360015]

LOL! this made my day

 

[antropy]

LOL! this made my day

Glad to hear it

Paul.

 

[fantheflames]

Hi @paolo-bc. Thanks for sharing your website with us!

There's a lot of comments I agree with here. Firstly, with regards to the name... what was your angle with it?

I do see @antropy point, I also thought about the slang term too, but I also associate the word with nudity, being exposed, and lack of protection, which does contradict a bit from. your core concept of cybersecurity.

I'm not suggesting your rename your business to Clothed Cybersecurity, but the name may not resonate well with your target clients that are looking for security solutions. Just a thought!

I'm not generally this negative, but it's important to give you honest feedback. I think your logo doesn't do your business any good. If I didn't know you were IT and cybersecurity, I would think your business was wellness related. I do like the colour you've chosen and the overall style of your branding.

The homepage is too 'bare' and needs work on the messaging. Who is Bare Cybersecurity? Who do they help? Why do I need them? What is the consultation service like?

Very good start, though!

 

[Deleted member 360015]

Hi @paolo-bc. Thanks for sharing your website with us!

There's a lot of comments I agree with here. Firstly, with regards to the name... what was your angle with it?

I do see @antropy point, I also thought about the slang term too, but I also associate the word with nudity, being exposed, and lack of protection, which does contradict a bit from. your core concept of cybersecurity.

I'm not suggesting your rename your business to Clothed Cybersecurity, but the name may not resonate well with your target clients that are looking for security solutions. Just a thought!

I'm not generally this negative, but it's important to give you honest feedback. I think your logo doesn't do your business any good. If I didn't know you were IT and cybersecurity, I would think your business was wellness related. I do like the colour you've chosen and the overall style of your branding.

The homepage is too 'bare' and needs work on the messaging. Who is Bare Cybersecurity? Who do they help? Why do I need them? What is the consultation service like?

Very good start, though!

To provide some background and a little of my "inside story" about the meaning of "bare," I worked in the industry for years and recently as a consultant for a consulting company. There, I came across a book called "Getting Naked" by Pat Lencioni, who could describe what I felt for some time about the value any consulting organization should embrace. Using "bare" is just a way to pay homage to that book, but this is probably lost to most of my customers. My Ltd company is called "Bare Consulting," but I was toying with a trademark that would break away with my "inside story" and be more "acceptable" for the work I am doing.

 

[Deleted member 360015]

I have another option in terms of name and logo if anyone wants to listen. So, here it comes: "Nightshade" as a name and, because I like puns and the color purple, an aubergine that doubles as a fingerprint. Any takers for comments?

PS: aubergines is a "nighshade" vegetable.

 

[fisicx]

Nightshade is a poison.

You don’t need a logo.

 

[japancool]

PS: aubergines is a "nighshade" vegetable.

So are potatoes.

 

[Deleted member 360015]

So are potatoes.

And tomatoes, apparently!

 

[Deleted member 360015]

Nightshade is a poison.

You don’t need a logo.

So nightshade is even worse than my little buddha, LOL!

 

[fantheflames]

To provide some background and a little of my "inside story" about the meaning of "bare," I worked in the industry for years and recently as a consultant for a consulting company. There, I came across a book called "Getting Naked" by Pat Lencioni, who could describe what I felt for some time about the value any consulting organization should embrace. Using "bare" is just a way to pay homage to that book, but this is probably lost to most of my customers. My Ltd company is called "Bare Consulting," but I was toying with a trademark that would break away with my "inside story" and be more "acceptable" for the work I am doing.

I can see where you're coming from! It's very adapt and personal, I can see why you chose it, but I can also see it creating a barrier of sorts too! If you're open to changing the name, perhaps adding a positive word to 'bare' or adding IT in your business name with or without Bare.

You can go far with a short name that doesn't make a lot of sense at first glance, but it's easy to get ahead in some cases when the name is obvious or relevant to the cause. Different groups will have different thoughts on the name, if you're happy with the name... showcase your story in a little more detail on your website perhaps?

 

[NickGrogan]

I can see where you're coming from! It's very adapt and personal, I can see why you chose it, but I can also see it creating a barrier of sorts too! If you're open to changing the name, perhaps adding a positive word to 'bare' or adding IT in your business name with or without Bare.

You can go far with a short name that doesn't make a lot of sense at first glance, but it's easy to get ahead in some cases when the name is obvious or relevant to the cause. Different groups will have different thoughts on the name, if you're happy with the name... showcase your story in a little more detail on your website perhaps?

I wouldn't recommend adding it to the current name.

 

[Deleted member 360015]

I can see where you're coming from! It's very adapt and personal, I can see why you chose it, but I can also see it creating a barrier of sorts too! If you're open to changing the name, perhaps adding a positive word to 'bare' or adding IT in your business name with or without Bare.

You can go far with a short name that doesn't make a lot of sense at first glance, but it's easy to get ahead in some cases when the name is obvious or relevant to the cause. Different groups will have different thoughts on the name, if you're happy with the name... showcase your story in a little more detail on your website perhaps?

@fantheflames thanks for this. I still believe that it shows who we are - and who we want to be - but perhaps we will need to explain it!

 

[fisicx]

@fantheflames thanks for this. I still believe that it shows who we are - and who we want to be - but perhaps we will need to explain it!

But not on the homepage. People visiting your site want a specialist service. Meet the needs of your potential client. If they want to know more they can visit your ‘about me’ page. Sell the benefits of your services not the actual service.

 

[DontAsk]

PS: aubergines is a "nighshade" vegetable.

It's also an emoji for something rude.

 

[Deleted member 360015]

It's also an emoji for something rude.

Ok then. Let's drop the whole thing