BUSINESS: Your website, an asset

In the last article, I discussed the importance of digital marketing — the basics and the benefits. Digital marketing is regarded as a very important medium of marketing in this era where everything is digitalised: from the world to your client and even your prospects.

What this means for your business is that you need to be where your prospects are — on the Internet. The first stop in creating a formidable online presence is to build your website.

Most people would say that their business is already profitable without a website and that they have been conducting business activities without the aid of a website. I agree. But then, are you satisfied with what you are currently doing?

Do you think it is time for you to reposition your business where prospective clients can find you? Do you want to be seen as a credible and thoughtful leader in your industry? If you answer yes to these questions, then you need a website for your business; and it is not just a website, but an optimised website.

Benefits of owning a website

•Cheaper way of advertising your business and services

•Market expansion to other countries where you cannot register a physical presence

•Provides information when you are out of the office

•Improves credibility and visibility of your business

•Source of information for investors and stakeholders

•Builds authority and gives the impression of stability

Also, bear in mind that your website is your best sales weapon. Hence, when creating a website for your company, treat it as an asset you want to acquire — you plan for it properly and ensure that the objectives of owning the website aligns with the company’s goal.

Some websites are created to:

•Generate targeted traffic

•Provide vital information about company services

•Build an e-mail list: In this era of permission-based e-mail marketing, a well-planned website should be able to seek and gain the permission of visitors to allow the company send newsletters and mails to them

•Bring the shop to the shoppers: Part of the joy of the Internet is convenience when shopping. Most e-commerce websites are created to allow the visitors shop and pay for products and have them delivered at their doorsteps. Such websites include Amazon, Jumia, Konga, etc.

•Engage the visitors/customers

•Please note that your website should be a tool in fostering communication with potential customers. It should reflect your off-line image and reinforce branding.

If your website does all of these, it is an asset; if it doesn’t, you have a liability in your hand.

A website should be well structured and present information that is useful in raising awareness about your products and services and sparking interest in your business. These objectives would then set the tone for the content of the website and the message therein.

The website should be able to:

•Serve as a communication tool

•Provide valid information about your business

•Create positive awareness of your brand and reinforce the brand image

•Convert visitors to customers

If your website is not doing any of these, then it is time to go back to the drawing board and get in touch with a professional to assist you in drawing up the right approach to turning your website into a profitable and engaging asset for your business.

Such professionals will help conduct a review of some essentials on your site that may be obstructing your ability to attract and convert visitors into customers, while also offering suggestions on what you can do to advance your competitiveness on the Internet.

Written By: Amara Nwankwo

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