Almost all serious businesses have a website. I have encountered many upcoming entrepreneurs with big dreams, and the first thing they do even before doing a name search for their business, is to register a domain. It is a basic requirement to have a website these days. For most people the journey ends here, and this is the first digital mistake Entrepreneurs make!
Having a website alone is not the end. It is the beginning of a journey. There are numerous advantages of having a website, which I’m sure you read in numerous articles before setting up yours. What those articles failed to inform you is what to do after you’ve developed a website. There are certain practices that you need to observe, otherwise, you website may not be a s helpful as you may have thought.
Trust me on this one, I have met business owners and big company managers who do not check their websites. As soon as the developer said it was live, that was it. Okay, maybe you trust your developer, and besides, the web looked amazing on your desktop. But have you ever checked how your website looks on a mobile device, or a tablet, or a screen bigger than your desktop? This is what we call responsiveness. Most people especially in Africa access the internet through mobile devices, therefor you wanna make sure that your web pages still look good in small screens. These days it is a common practice but for those who set up their websites few years ago, this may not be the case for them. I have encountered lots of websites that are not responsive, and navigation on a mobile phone is a total disaster!
Your website contains all the information a client may need to know about your business including picture & video evidence, testimonies, product portfolio, history & heritage, CSR & other charity programs, etc. Basically, when someone goes through your website, all their questions should be answered. Now that you have all that figured out, you need people to see this. The website won’t market itself, you have to do it. There are 2 ways you can do this:
Whichever method you use, the important bit is to generate good, relevant traffic to your web, with the hope of converting these users to new clients.
This has to be the biggest digital mistake most businesses make. Again, I have met so many people who have never bothered to check their web analytics! Let me say this categorically, website and analytics go hand in hand. All the traffic you were directing to your web, whether organically or through paid ads, won’t make any sense unless you have a data analytics tool. This will help you understand your audience better, and that way you will have a clear idea of what your clients like, which pages interests them the most, age, gender, geographic location etc. Analytics give you a deeper insight on how your business is doing online, which areas are performing well, and which need improvement. The most powerful tool is Google Analytics and it is absolutely free to use.
Last but not least, always remmember to update your website on a regular basis. As your business grows, there is bound to be some significant changes, therefore by not updating the information on your site, you may risk misleading your clients with outdated information or loose a client because you did not indicate a new service or product you may have introduced. Always keep in mind that this is the one place that people will come to get information about your business. Keep it as accurate as possible
If you have a website and you’ve never checked any of the above, it’s about time considered it, you may be losing lot’s of clients that could have made a big difference in your business. If you find all these very confusing, don’t be too hard on yourself, reach out to us, and ask any question you may have firstname.lastname@example.org.