Does your website do what it's supposed to?

Why does my business need a website? Perhaps you think it is what your clients expect from you – but think about this again. 

A website is, in all probability, one of the most valuable marketing aids you have at your disposal. It makes your business accessible to any person who has access to an Internet connection – 24 hours per day, 7 days a week.

This article will be discussing a few basic principles against which you may evaluate your website.

1. What information should be available on my website?

  • Who are we?  (Description of your service/product)
  • How may we help you as the client?
  • Where may prospective clients contact us?

I see so many businesses that offer a plenitude of information on their website, but do not address the above elements properly.

 2. A request for action

Make sure that clients are offered a “request for action” at several places.  It should be easy for them to place a service request, or to obtain your telephone number.

3. Useful information

The following information may be of value as an addition to your website:

  • Articles (e.g. the ‘article of the month’ as well as an archive of previous articles)
  • Newsworthy items (information on sales/new services)

However, it is of importance that the information should be up to date. Remove obsolete information immediately. Appoint someone to do a regular audit of your website.

4. Quality of the content of the website

In my opinion, there are a few basic elements that will ensure a good “reading experience”.

  • Spelling: Have someone regularly proofread your website.
    Language:  Use the idiom of your target audience, but avoid strong or suggestive language.
  • Website navigation: Make sure that your navigation links are easy to understand and clearly visible. Your reader should be able to easily find what he/she is looking for
  • Graphics: Even in an age where broadband and high-speed Internet connections are much more accessible, your website should not have so many graphic that the download speed is affected.

5. The name of your website

Always try to choose a name that has a direct link with the name of your business, or is directly derived from the name of your business. This makes it easy for clients to remember your website. Also indicate your web address on all the correspondence of the business (letterheads, e-mail and marketing material).

Someone had the following to say about the web: “There is no point in ignoring it; it’s as inevitable as the telephone.” May your website prove to be a valuable marketing aid to your business.


The content in this article was provided by Jannie Rossouw, Head: Sanlam Business Market. Sanlam is a diversified financial services group, headquartered in South Africa, operating across a number of selected global markets.

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