Mistakes Businesses Make When Setting Up a Website

Mistakes Businesses Make When Setting Up a Website - Macaulay Gidado

Okay, I’m not going to drone about the usual stuff you are likely to find online when you Google this topic. You know, points like “failing to customize your theme”, “forgetting to make your business site responsive”, “not implementing a good SEO strategy”, “poor navigation”, “using too many pop-ups”, blah, blah, blah…

I’m not trying to demean the validity of these points. It’s just that the Internet is riddled with them, and I have no intentions of adding to the clutter. So instead, I will take you on a journey through the various mistakes many of our clients (typically small and medium businesses) make prior to approaching Macaulay Gidado to build their web presence.

In fact, when you mind the mistakes I’m going to elaborate on below, you automatically avoid many generic pitfalls like the ones mentioned above.

No business is an island

No Business is an Island

Yes, a bit of a cliche. A bad one at that. But some of our clients, like many other businesses out there, started out thinking they can go it alone. Trust me, even if you were a genius entrepreneur highly skilled in copywriting, web design, and web development, going it alone is still a bad idea.

Why? Because you need objectivity. Subjectivity would only produce a website that appeals to you mostly. You need input from people less emotionally attached to your business. People that can give you the hard truth.

You’ve got to ask yourself. Why does my business need a website? It goes without saying, but you most certainly are trying to reach a certain demographic. Should your business website then be built to appeal to you or that demographic?

Let me know your answer to that in the comment area.

Shop for value, not trinkets

Shop for Value Not Trinkets

Many of our clients were comfortably knee deep in this pitfall. One would think that coming to us meant they had figured out why their cheap-looking websites weren’t delivering the desired results. But no, most of them came with the same pathetic budget that funded the mess they were in. It was like doing the same thing over and over again and expecting a better result each time.

God, I want to scream. These things drive me crazy.

Okay, let’s face it. When you see a cheap website versus one built with value in mind, you just know it. There’s no debating that. Not saying you should throw all your money at copywriters, designers, and developers—um, hello 🙋, please throw your money at me. It all depends on what you want to achieve with your business website and whether your resources can accommodate that goal. In other words, go for cost-effective.

Yes, there’s a big difference between “cheap” and “cost-effective”. The latter has value written all over it. And that’s my recommendation. That and the saying, “When you want to do something, do it well.”

Vision & strategy need each other

Vision Strategy Need Each Other

When building a website for your business, vision and strategy should be at the core of everything. They address the questions: “What do I want to achieve with this business website?” and “How is this website going to help me achieve those goals?”

These two questions, if addressed properly, will determine what goes into the copy, design, and development of your business website. Unfortunately, a good fraction of our clients came with half-baked goals. Well, fortunately for them, we like to be thorough at Macaulay Gidado. So we typically start by getting them to ruminate on their visions. Then we work with them to develop a working strategy.

I have to say, there’s a great satisfaction that accompanies knowing we have helped a client solve a dire problem. Here are more stuff to consider when setting up your website.

Being responsive goes a long way

Being Responsive Goes a Long Way

Not referring to making your business website responsive, but that’s also highly important. So what the hell? What a turn of phrase.

Anyway, I’m talking about being responsive as a client. Imagine how frustrating viewing a mobile unresponsive website on your smartphone can be. That’s how working with an unresponsive client feels. Makes me want to pull hair out. It basically cripples the progress of the project. If this passage inspires you to become a responsive client going for a responsive website, then good job to me. Now, time to go congratulate myself with a cup of Malagasy coffee.

Still here 🙋. Will get the coffee when I finally visit Madagascar.

So my fellow businesspeople. When you hire a professional—me, of course—to build your company website, remember that talking about your business is a good thing for the project. Every business is unique. While there are similar businesses online from where the professional can source info and inspiration, the last thing you want is for your website to turn out just generic or worse, a replica. Certainly you want the content, design, and other features to zero in on pertinent aspects of your business you want to convey to your audience.

The bottom line is: you want to hire me to build your website? You must be ready to make out time to discuss, really discuss, your business.

Don’t leave your assets behind

Dont Leave Your Assets Behind

At Macaulay Gidado, we have what we call a handover document. Basically, this is a comprehensive documentation of all tasks completed under a particular project, all login details, and a linked DropBox folder containing all files and data generated throughout the project development process. As soon as the client has approved the completed project, we close the contract by passing the handover document to them.

The unfortunate truth is that the majority of clients we have worked with in the past didn’t ask, much less expect, a handover document. They typically imagined that all they needed was the finished product–that is, the link to their website, thus forgetting that:

  • They would need to take control of their hosting, domain, and other accounts, change the login details, and update their payment details so that their subscriptions can renew automatically.
  • By leaving their assets behind, they are leaving themselves open to extortion. This is how some developers hold people’s websites hostage.
  • They need access to the raw assets that make up their branding identity.

The list goes on and on, and it’s pathetic. Please, if you are a business, never leave your assets behind, no matter what the project might be.

Phew! I think I’m done emptying myself. Now let’s hope that someone listened. Please do let me know what you think in the comment area. Would greatly appreciate your feedback.

Thanks a lot.

This article also appeared on Macaulay Gidado Medium publication.

Are You Cut Out to Be an Entrepreneur?

Are-You-Cut-Out-to-Be-an-Entrepreneur - Macaulay Gidado

More than 50% of young people want to become an entrepreneur. That’s according a 2015 survey by EY. Many other researches by various other bodies like UPS also support this data. Young people want to be their own boss, and chances are that you too want that.

The big question is: Are you cut out for it?

Okay. Let’s get one thing straight. No one can tell you what you can or cannot do. Anyone can do anything if they put their mind to it.

Wait a minute. If that’s the case, why then are businesses failing left and right? I mean, according to Forbes, 90% of startups fail. The thing is that some people fail to assess themselves and their options before leaping into building a business. Hence, they end up setting themselves up for failure.

Therefore, before you leap, please evaluate yourself using the tips below.

You Can’t Stand Pressure

Weigh yourself before jumping into starting a business. Ask yourself. Can you stand pressure? Does being uncomfortable make you panic? If it does, then perhaps you are not cut out for self-employment. Or maybe you need help running your business. Why? Because business is about trying new things and daring to grow by stepping out of your comfort zone.

You Are Looking for Quick Cash

Quick cash in business is a fairy tale. If you want quick cash, then try gambling. Profit in business takes time to come. In the beginning, it’s all about spending–investing. Profit only comes when you business becomes successful. And for a business to become successful, it need to solve a problem, to add value to people’s lives. Focus on that first and profit will flow in later.

You Are Impatient

Business takes time to grow, to start pulling in money. In the beginning, it’s usually tough, but then there are times it will get tougher and you would be tempted to quit. Your success will depend heavily on your ability to stay the course and push through those tough times. If you are impatient, chances are that entrepreneurship isn’t for you.

You Are Afraid of Attention

Being an entrepreneur can be like becoming a celebrity. From an employee who often complain about their boss, you become an employer who has to put up with both the complaints of his or her employees and clients. You also become a spokesperson for your business. You become the front man. If you can’t handle attention (whether positive or native), you might want to think twice about becoming an entrepreneur.

You Hate Bumpy Roads

Okay, granted. Everybody hates bumpy roads. The big question is how resilient are you? If a bumpy road is the only way to reaching your destination, would you follow it or turn back? If your answer is the latter, then becoming your own boss is probably not for you. Why? Because there’s never are no flat surfaces when it comes to doing business. It’s a bumpy ride all the way. The key to transcending the bumps resides in being prepared.

You Love Complexity

Complexity can ruin your business if you let it. If you understand complex stuff and your business is built around complexity, then you have set yourself up for failure. Remember that a business is supposed to solve a problem, not create one. Something complex is a problem. A solution means breaking down that problem into simple pieces that people can understand. To thrive, your business needs to be easy to communicate to both your employees and customers. No one says yes to something they don’t understand.

You Think Marketing Doesn’t Work

Well, think again. Without proper marketing, your product or service will languish in oblivion. Okay, maybe not. I believe the correct way to put this is that you (and your workers) will be the only one(s) that know(s) about it. Why? Because when you create something new, no one will know of its existence until you tell people about it. When you tell a friend or family member about your product, that’s marketing. Now imagine this: by investing some money marketing, you can tell thousands, if not millions, of other people. Isn’t that great for business? Of course, it is.

You Can’t Explain Your Business Idea

If you can’t explain your business idea to other people, then chances are that you don’t even understand the idea. Entrepreneurs work with partners, employees, vendors, and customers. At one point or another, you are going to have to delegate tasks, outsource task, direct others on what to do, present your business plan to your partners or investors, and so on. How can you do those things effectively if you can’t explain or don’t understand your own business idea? Remember, understand makes for proper strategy and implementation. If you have having trouble explaining your idea, then entrepreneurship might not be for you.

You Don’t Like Solving Problems

I have news for you: business is all about solving problems. In the beginning, you probably have a problem you believe your business solves. But after launching your first product, you will realise that some customers are not satisfied with it. This creates further problems. To thrive you need to be the type of person that don’t run from their problems. You need to be the sort of person that loves solving problems.

Now that you have evaluated yourself, what do you think? Are you cut out for doing business? Whether your answer is yes or no, I have good news for you. You can build a successful business. You just need to be wise by working with the right people. If you are deficient in an area, it’s possible to get help in that area.

That’s what successful business-people do. They bring people together in order to achieve their goals.

Nine Ways to Boost Your Company Website’s Credibility

Nine-Ways-to-Boost-Your-Company-Websites-Credibility - Macaulay Gidado

Trust will always play an important role in the purchase decisions of consumers. The questions are: How reliable are you? Do your prospective customers trust you? What does you track record say about you? And ultimately, does your website engender trust in your leads?

When consumers don’t trust you, good luck selling your product, and it doesn’t matter if the product offered on your site exudes quality. Here is a good example of lack of trust in business.

You are an avid computer user on your morning jogging routine. Then a stranger stops you and offers you a brand new laptop for £50 but only if you can pay immediately. Assuming you inspect the laptop and it’s good, and you also have the money on you, would you buy it?

The truth is that most people wouldn’t buy it, and that’s where trust comes in. This instance is a close depiction of what online store owners do. They set up products for sale and expect consumers to part with their hard-earned cash when these consumers don’t really know anything about who is selling the products.

This is why people would rather buy from big ecommerce sites like Amazon rather than from a small or new e-store.

According to the sales expert, Zig Ziglar, “Every sale has five basic obstacles: no need, no money, no hurry, no desire, no trust.”

In business, you might not be able to do much concerning the first three. But as you can incite desire for your product, you can also build trust. Do this on your website by using these simple trust elements.

1. Let Consumers Know There’s a Genuine Person or Outfit Behind Your Site

This is among the simplest ways to build trust, and there are four main ways you can achieve this:

  • List your physical business address on your website.
  • Display at least two photos of your office. If the photos offer different views of the same place, then better.
  • List your membership with a governing organisation in your field. For instance, a membership with the chamber of commerce.
  • Depending on the product or service you offer, you can also display a picture of you and, perhaps, those of top members of your establishment.

2. Make It Easy for Consumers to Confirm the Information on Your Website

You can do this by reinforcing the information on your site using testimonials, citations, or by linking your source material.

This is why relevant outbound links are an essential part of website content. By linking to credible external articles with authority in your topic, you are basically providing evidence of the correctness of your content.

3. Don’t Hesitate to Emphasize the Expertise in Your Company, Content, and Services/Products

If you have experts in your establishment, by all means show them off alongside their qualifications. If you are connected to a renowned body, make sure that’s also visible on your site. The same goes for if your sponsors are authorities in their field.

However, be mindful not to link to, or display your connection with, disreputable websites or organizations. That would only discredit your website.

4. Can Consumers Easily Contact You?

Some people might like to call in or email to verify whom they are doing business with. Therefore, list your contact information on your site. While some other people may not check in, your phone number, email address, and physical address being on your site enhances your website’s credibility.

5. Ensure that Your Website’s Design Is Professional

They say ‘don’t judge a book by its cover’, but the issue is that people will always do that. If your website’s design is the cover of your content, product, or service, then ensure that it looks professional.

This means that the design must complement your purpose, and make sure the typography, images, layout, and other aspects don’t look amateur. Otherwise, your website too will be considered amateur, and trusting it would be like trusting a rascal.

6. Regularly Update the Content of Your Website

Regular updates don’t only suggest that your company is still active, but also provide visitors with more useful content with improved quality. Site visitors will assign more trust to your content when they see this.

7. Is Your Website Easy to Use? Also, Is It Useful?

Usefulness and ease of use will boost the credibility of your website. Why? Because people love simplicity and quality—traits that could imply that your site not only has nothing to hide, but is also beneficial to users.

Always remember that you are in business because of consumers. Don’t make your site and thus product or service difficult to access.

8. Display Promotional Content Judiciously

Adverts, popups, blinking banners, hypes—nobody likes them. In fact, they are spammy. If you can’t entirely avoid ads on your website, show them sparingly and clearly tag them as sponsored content.

9. Watch Out for Errors

Whether it’s a typographical error, a mistaken link, or a misquote, errors will make you appear careless and does not echo credibility at all.

Your website is where your leads funnel and are converted to sales. Why not take care to build trust so that you don’t miss the opportunities that those leads brought with them?

How to Design and Develop a Great Brand Identity

Last time, we talked about what brand identity is and isn’t. You can read the post here.

Talking about brand identity without mentioning ‘design’ is like talking about a building without including its foundation. This doesn’t mean that brand identity ends in design. As a matter of fact, it doesn’t.

The job of a great brand identity is to shape a business or product into a persona consumers agree with. Therefore, a brand identity has to engage all five senses when possible in order to create the perfect impression and incite the right feeling.

  • Sound? Think of the sound that plays you turn on your Windows computer. When you hear that sound coming from another room, it makes you think of Microsoft windows even without you seeing the origin of the sound. That’s branding.
  • Smell? When last did someone pass you by and the person’s scent made you think of a perfume brand or even a friend that wears the same perfume? That’s branding. Another example, one petrol station mini-mart increase coffee sales by 300% by pumping the smell of coffee near its gas pumps. That’s branding.
  • Taste? Pick any three wine brands with the same ingredients and taste them. Why do you think they taste different?
  • Touch? Have you ever bought a coat, a dress, or even a duvet because of house it feels when you touch it?
  • Sight? This is where design comes in. In the case of a wine business, design as a branding tool can range from the wine label and the shape of the bottle to the wine company’s website and logo?

Any of the above mentioned senses can be factored in when developing your brand identity, depending on what your business is about. However, design is the most popularly used branding tool because of its versatility. And we are going to focus on that.

Developing Your Brand Design

To develop your brand design, you need to start with the basics. When you get seamingly tiny aspects of design like fonts and colours right, every other thing falls in place.

Typography

This is the font (or set of fonts) you select for your branding materials. Typically, you can choose from four main typography categories. Check below.

Serif Fonts. These are fonts like Garamond and Time New Roman. They seem a bit old school and traditional, but they are the perfect fonts to use when you are looking to incite trust.

Sans Serif Fonts. These are fonts like Franklin Gothic and Helvetica. Unlike Serif Fonts, the letters have smooth edges and are ideal if you are looking to give your brand a more modern and sleek feel.

Script Typography. This category imitates cursive handwriting and include fonts like Pacifico and Allura. They make for a more feminine or luxurious feel in designs.

Display Fonts. These fonts are perfect when you are looking to make a bold statement–something not easily forgotten. Metallica’s lightning bolt font is a great example of display font.

Now that we have acquainted you with the four main categories of typography, be mindful as you choose one, as whichever typography you go with will go a long way in determining how people perceive your brand.

Colour Palette

Next on the list of design attributes you need to worry about as you develop your brand identity is colour palette.

Believe it or not, colours are just ordinary. Each colour, depending on your culture or side of the world, denotes something. This means that when people see a certain colour, certain image, feeling, thought etc comes to mind. For starters, let’s take a look at the most common colours, what they denote, and how you can use that knowledge to your advantage as you develop your brand identity.

  • Black can be incorporated in your designs to give your brand a modern touch or a tinge of sophistication.
  • Brown: when you are looking to stand out from the crowd, this could be the colour to use, if only because it’s rarely used in branding. Brown may also be used to convey masculinity or ruggedness.
  • Pink. This is the mother of gender stereotypes. In most cultures, it is associated with femininity. If your target audience is women, this can be an ideal colour to incorporate in your branding designs.
  • Purple: This colour is often used to portray royalty. Thus, it might work for you when you are looking to give your brand a luxurious feel.
  • Blue: this is a colour that appeals to most people. It’s easily accepted by both genders. Perfect for when you are looking to appeal to a wide demographic, it can make your brand seem more trustworthy and stable.
  • Green calls to mind ‘money’ and ‘nature’ in most cultures. If your brand has to do with wealth or eco-friendly products, this might be the perfect colour to use.
  • Orange: This is often used to denote friendliness and playfulness. Use it when your brand is looking to exude those feelings.
  • Yellow makes most people think of sunshine. It’s the colour of happiness and cheerfulness. It can be the ideal colour to use when you want to portray your brand as fun, affordable, and accessible.
  • Red. This is the colour of excitement and passion. Do you want a youthful or loud brand identity? Red might be the perfect choice.

Shapes & Lines

Just like colours, shapes can incite various reactions in people. For instance, a person’s reaction to circle will most likely be entirely different from their reaction when they see a triangle. By researching the various reactions surrounding certain shapes, you can integrate a shape in your design to inspire a designed reaction with your brand.

  • Round shapes, for instance, often inspire feelings of love and unity.
  • Straight edged shapes like squares and triangles, on the other hand, can inspire a feeling of trustworthiness and stability, since they generally denote efficiency and strength.
  • Straight Lines too have their own connotations. While horizontal line can convey peace and calm, vertical lines often depict strength and masculinity. So pay attention to them as you develop your brand identity.

Designing Your Brand Identity

Now that you understand the foundation of your design, it’s time to choose your design assets and then work with a designer to bring them and your brand identity to life. Of course, the design assets you select should be dependent on the nature of your business. Below are the most commonly used design assets:

Your Logo

This is a must have design asset for every business. You should aim for a logo that achieve the following:

  • Make a memorable impression on your prospects.
  • Conform with your industry’s standards.
  • Favour a classic feel over a trendy one, as you don’t want a logo that could go out of fashion in a few months.
  • Is simple, uncluttered, and neat. In order words, visually appealing.
  • Clearly conveys your identity and value as a business.
  • Comes in various formats (JPEG, PNG, etc) and multiple sizes
  • Has a black and white version

Learn more about designing a great logo. https://99designs.com/blog/tips/how-to-design-logo/

Your Website

This is another vital design asset worth making part of your brand identity, especially in this digital age. This is where consumers find information about your business online. If you run an online business or sell digital products, not having a website or at least a landing page is like trying to fill a gallon without a funnel. You will end up missing out leads that could propel your business to success.

Learn more about building a website.

Your Product Packaging

Whether you sell products or services online or offline, how you present that product to consumers can make or mar its success in the market. They say don’t judge a book by its cover, but unfortunately that’s exactly worth people do. Therefore, never neglect your product packaging. Ensure that the designer you use gets it right.

Business Cards

This might sound a bit old fashioned, but trust me business cards are still in vogue. The best part is that you can reinforce your branding and the message you want to get across to consumers by having a stock up of business cards to give out. Who knows. A long lost customer could come calling simply because you gave them a way to reach you–a business card.

Remember to keep the design of your business card simple. The card should also have your logo and important contact details.

Your Email Design

If a website or landing page design number in your list of design assets, then so should an email design. Email marketing can become a means of reaching out to your customers once in a while to promote both old and new products or even educate about your company. While you are at it, remember that a simple design is better than a cluttered one. Also, stunning images can go a long way.

Your Branding Style Guide

This is a document that shows your design assets and how to use them. It can serve as a blueprint for your brand identity to ensure that future designs conforms to your original brand identity and inspires the desired perception among your prospects.

Now that You have learnt the most basic aspects of creating design assets for your brand identity, it’s time to reach out to a designer and give your business the best brand identity it can get.

Ten Business Lessons Every New Entrepreneur Should Never Forget

10 business lesson every new entrepreneur needs to learn - Macaulay Gidado

No-one goes into a business knowing everything to expect. Business has a learning curve. There are things you learn through research or mentorship and there are things you only learn through experience. However prepared a new entrepreneur is, there comes a time early in their business life when they say, “I wish someone had mentioned that.”

This is why learning from the experience of other business people is paramount to the survival of any start-up. Although that certainly will not equip you for every single arduous and unbidden hurdle along the road to becoming a successful entrepreneur, it will guide you through most of the challenges.

Here are Ten important lessons to get you started.

Don’t Abandon Your Mission

Ten Lessons Every New Entrepreneur Should Never Forget

A core mission, a prime objective, is the bedrock of every business. It’s what gets you started, and it will be what guides you through the darkest hours in your business life. It’s what nudges you in the right direction when you misstep.

Never forget why you started your business.

It’s Okay to Be Unconventional

Not Being Unique

The business world has its apparent ‘status quo’. But then making a difference in the world is about diverging from the norm to create something new.

As a CEO, you have your personal beliefs, some of which don’t agree with the perceived business norm. While following the norm can yield good results for your company, the role of a CEO, in this modern age, has gone beyond the results.

It now entails leaving your own mark on the world. It’s now also about the ‘how’—your actions, reactions, influence, and so on. It’s about the legacy you leave behind, about how you impact the world as a CEO.

Become an Expert in Every Aspect of Your Business

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

A good CEO leads by example. Apart from that, you should be able to temporarily fill up any role in your company if the need arises—for instance, if an employee acts up or misses work, or if extra hands are needed for a task.

Acquaint yourself with the technology used in your company, become conversant with sales, legalese, data entry, and even the manual works. The knowledge will give you more control over your employees and your company as a whole.

Employ Smarter People

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

You may dread that employing people smarter than you would hurt your ego, but the truth is that if this were a competition, you had already won. As the employer; you were resourceful enough to start a company—something the smarter folk couldn’t do.

If they are truly smart, they would understand you have worked harder than them, and they will respect your decisions.

Never hire people that are ineffective, even if it’s not to save your ego. Either they lead to your company’s downfall or you end up doing most of the work for which you hired them.

Maintain a Backup Plan for Your Employees

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

As a new company, your resources are probably limited and you want to maintain a lean team. That is okay. However, be mindful of the specialised positions. You need a backup plan for them, as you do not want your operation to decelerate or halt if you lose a team member.

Hire smartly. Hire for growth.

Consider Everything an Experiment

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

Nothing is perfect in business—neither an idea nor a product. While it’s okay to trust your instincts or make assumptions, you can never really understand the potentials of a product or service until you take it on a field test with real customers.

The first batch may not live up to expectation. With time, however, your products get better, but only if you experiment and learn from the flaws.

Listen to Customers

MacaulayGidado_Maintain a Professional Customer Service

Every business person knows this. You are in business because of your customers. You cannot convince them to trade more of their hard-earned cash for your product when you can’t even listen and tailor the product to meet their need.

Customer will always leave feedback. Be open-minded. Take suggestions. Implement the viable ones. And produce better products.

Criticism Will Always Come

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

Whether from customers, rivals, or employees, criticisms are here to stay. Don’t take them so hard. Instead, fish for the gold inside them, and learn to ignore the ones targeting your company’s success.

Also, hold a regular company meeting where your employees can voice their improvement opinions. You may discern a gem that will help your company expand.

Leverage People Who Believe in You

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

Before establishing your company, you obviously researched your market, and you possibly already had people who loved what you do or make—or perhaps like minds in a network that has an affinity with your niche.

What location are these people in? How did you meet them? What did they love about you, your product, or service? Are there more of them whom you haven’t met? If they are in City A, then that’s where you need to start. Reach out to them first. Then grow from there.

Know When to Say No

Ten Lessons Every New Entrepreneur Should Never Forget - MacaulayGidado

With many opportunities out there, this is a discipline every businessperson ought to master. What you need to keep in mind is that opportunities, while enticing, always come with costs, some of which can cripple your company.

Learn to take only what you need. Don’t get greedy simply because opportunities are everywhere. Master focus and discipline.

Learn when and how to say no.

Keep these tips with you all the time, scour the internet for more, and reach out to successful business people for advice, and you may yet scale through any hurdle on your road to becoming a successful businessperson.

Eight Benefits of Professional Web Design

Eight Benefits of Professional Web Design - Macaulay Gidado

Quality web design is the building block of great websites and thus is an invaluable investment for any company looking to establish its online presence. An excellent design will cost between a few thousands to hundreds of thousands of dollars—sometimes even millions for hefty websites—depending on the features and the type of website.

The big question is whether or not the investment of using a professional web designer is worth its price tag. How does it positively impact your business?

Professional Web Design Improves Identity and Uniformity

Eight Benefits of Professional Web Design - Macaulay Gidado

Professional web designers are experts in their field, with years of mastered talent and skills. To ensure your web design resonates with your brand, they consider every aspect of your business (your niche, products and services, target customers, company logo, business cards, online profiles, and so on) before tailoring out a uniform visual representation.

A consistent design will not only improve your company’s identity, but also make your site speak to the heart and soul of your brand. Thus, instead of your website looking like that of three different businesses, the design identifies it as a brand.

Professional Web Design Makes for a Great First Impression

Eight Benefits of Professional Web Design - Macaulay Gidado

It’s human nature to worry about first impression. We hate rejection and disapproval, because we understand they leave us isolated. In business, isolation can be a deadly blow, especially because every brand needs customers’ approval to thrive. It’s only when customers approve that they are willing to swap their hard-earned money for whatever you are selling.

You can set your brand up for a powerful and lasting first online impression by investing in your web design and ensuring that it identifies with your current and prospective customers. An unprofessional company website will destroy whatever credibility and reputation you hope to build and can manifest through poor loading speed, template, colour integration, and so on.

Professional Web Design Plus Great Webhosting Boost Loading Speed

Eight Benefits of Professional Web Design - Macaulay Gidado

Research shows that a single second delay in the load time of a webpage can result in 11% decrease in page views, 16% in customer satisfaction, and 7% in conversion. This makes the loading speed of a website very vital to the survival of the brand that owns it.

A great load time can be achieved by choosing a reputable webhosting company, one with an exceptional uptime, one that allocates the ideal amount of RAM and bandwidth at a good price. There’s also the issue of whether the RAM and bandwidth can be scaled as traffic to your site grows.

But then you would be defeating the purpose of taking out a quality hosting service if your website design is poor and hindering the performance of your hosting package. This is why you should always go for a professional design service.

A professional web designer will know to simplify your web design to reduce HTTP requests for various parts of your webpages like images, scripts, flash, and stylesheet, compress your website’s resources, enable browser caching, optimise images, minify your resources, optimise CSS delivery, reduce number of plugins, reduce redirects, and perform a host of other design tasks that can tremendously speed up your site.

Professional Web Design Helps You Stand Out from Competition

Eight Benefits of Professional Web Design - Macaulay Gidado

The last thing you want is for your company website to drown in the crowd of similar website designs that populate your niche. These overused designs, no doubt, deliver some good results.

But then a company that aspires to stand apart from competition doesn’t need good results: it needs great results. Don’t imitate; imitations are never as good as their originals. Instead hire a professional designer that will build your site’s design from scratch and imbue your company’s unique selling points in the design.

Professional Web Design Generates Revenue

Eight Benefits of Professional Web Design - Macaulay Gidado

It’s naturally a human thing to be drawn to attractive, useful and important things. That trait remains the same even on the Internet. In the case of your company’s website design, the look of your pages, what they say, and the features they highlight will go a long way in converting traffic to your site into sales.

The designs of your calls to action and their locations on the pages are all part of your web design. They should be able to compel site visitors to do exactly what you need them to do.

Professional Web Design Integrates Content with Structure

Eight Benefits of Professional Web Design - Macaulay Gidado

When people visit your company website, their interest is in the content. The design is merely a means of making that content easier to digest. This implies that while design is important, it’s not the purpose of your site.

To deliver the message you are trying to pass across with your site, you need a professional web design. One that leverages useful and well-positioned navigation. Readable fonts and font sizes. A great blend of page colour and text colour. Good content organization. Well-structured catalogues. And many other design aspects.

Always remember: a great design is like an architecturally sound structure. Without the beams, columns and a strong foundation (which make up the framework of the structure), everything else crumbles.

Professional Web Design Offers Your Website an Objective Point of View

Eight Benefits of Professional Web Design - Macaulay Gidado

There is no doubt that you are the expert in your business. Or that your imagination may have cooked up a fantastical design. Putting such a design, if it can be created, to use may result in issues. Like poor loading time. A website too colourful or too dull for your niche. A design that hinders the digestion of the content, and so on.

A professional web designer understands what’s feasible and what’s not. He or she can serve as the objective perspective that can trim your raw idea to deliver an effective blend between your concept and what’s practical.

Room for Cost-effective Development

Eight Benefits of Professional Web Design - Macaulay Gidado

By using professional web design, you avoid having to pay for web design in the future when you realize the disadvantages of a poor design.

Also, a quality design is a solid foundation on which you can add extra features and tweaks in the future. You can do this without needing to give your website a complete redesign. Even when many tweaks are needed, you benefit from having developed a relationship with a professional designer. One that is familiar with your design and can make the adjustments without ruining your website.

Your website is the online equivalent of your business premises. This implies that it requires as much attention as your physical the business premises? Just the way you hired a professional to set up your physical office, hire a professional to design your website.

Get in touch with Macaulay Gidado for a professional website design.

Six Tips for Increasing Your Business’ Operational Efficiency

Six Tips for Increasing Your Business’ Operational Efficiency - Macaulay Gidado

Any businessperson that wants his or her business to remain competitive among its peers has to channel a lot of efforts into improving its operational efficiency. This is especially true for small and midsize businesses, considering their limited resources.

To manage your business efficiently, you have to analyse every aspect of your operation and curb any excess inputs that can come back to haunt your outputs.

Plug all those holes from where money is leaking out. Don’t hire more or fewer employees than you need? Are you customers unhappy? Are you running an in-house server when the cloud can help you manage costs?

Learn how to control your expenses. If not, your business isn’t going to last long. It’s Inevitable; Companies that aren’t running efficiently drown in competition and eventually find their deaths.

The death of your venture. That is obviously not what you want. Therefore, here are some tested tips that can help you maintain an efficient operation—that is, reduce costs, stay ahead of competition, boost customer satisfaction et cetera.

Embrace the Internet

Six Tips for Increasing Your Business’ Operational Efficiency - Macaulay Gidado

This cannot be skirted. An online presence is a requirement when it comes to doing business in this digital age. Especially if you want your establishment to remain afloat despite the many business-related hurdles that came with the Internet.

Doing business is like a ‘war’ and the emergence of the Internet is the introduction of guns into the war. You cannot keep relying on your swordsmanship or archery skills to stay life. In fact, your chances of surviving the war improves as soon as you pick up a gun.

The internet is that new weapon. New and formerly small companies adopt it and suddenly their successes resonate across the world.

To upgrade your business online, here are some of the things to do:

  • Set up a company website
  • You will need to register a domain name and a web hosting solution. You also need a web designer to give your website an appealing appearance and structure.
  • Run a company blog where you post free regular valuable content relevant to your niche to attract an audience that you can convert to customers.
  • Create social media accounts for your company. They can be a helpful set of marketing tools.

You may discover along the way that establishing your company online has saved you costs by cutting your business’ need for salespeople and offline advertising. The best part is that you may also find that sales have improved, since you have exposed your business to a much larger audience.

Only Go into a Business You Are Passionate About

Macaulay Gidado_Only Go into a Business You Are Passionate About

An efficient operation isn’t all about the business decisions you make along the way. It can also be about you and your employees’ zeal. This is because it is with fervent passion that you and your workers can transcend the hassles and occasional disappointments, which come with doing business, without making poor decisions.

It is also your passion that compels you and your employees to prepare for work every morning with the intentions to improve your business. It means you enjoy what you do and are dedicated to it. You do it not just for the money but for the fulfilment it brings.

Passion can be contagious. When your employees see that you are passionate about your company, it becomes a sort of motivation for them and compels them to work harder.

One way to gauge your passion for your business is by examining how easily you may abandon the venture in a time of hardship or even in a time when you have ample income streaming in through another source.

Value the Help of Others

Six Tips for Increasing Your Business’ Operational Efficiency - Macaulay Gidado

There’s no such thing as a self-made person. Along the road to building a successful business, you will bump into many resourceful entities—mentors, clients, companies, colleagues, employees et cetera. Whether you pay them for their services or they pay you for yours, the bottom line in that they help boost your business.

Therefore, if you believe you can go the road alone, then you might as well abandon the venture all together, because no one person can run a business singlehandedly and maintain operational efficiency. When you value the services of other people or companies, your business mind becomes wired to recognise when, where, and how to seek professional help.

You really don’t have to drown when there are lifeguards nearby. Reach out to other professionals. If you need to outsource a business need in order to run your company more effectively, by all means do so. If you have colleagues or employees, favour teamwork.

Plan How You Introduce New Technology

Macaulay Gidado - Plan How You Introduce New Technology

One of the keys to stellar productivity is focus. Your employees need to be undistracted in order to carry out their duties efficiently.

Introducing a new technology—software or hardware—perhaps to replace an old one can cause a great disruption in your workers’ ability to concentrate. Think about the time they would use trying to figure out a new tech and how to integrate it with their daily work routines.

If you plan how and when you introduce technology and stick to that plan, you may be able to carry out the integration without risking productivity. In every business, for instance, there are seasons when orders for products and services peak and there are other seasons when they are at their lowest.

Analyse your company’s sales statistics with finding a pattern in mind. There should be a slow season, and that’s where you should focus. If you are going to bring in a coach along with every new tech, then make your timing coincide with a slow season when you know that low productivity wouldn’t be much of a problem.

Also, if your employees already undergo yearly general training, then perhaps it’s during the training that you should present a new tech.

That way, you won’t have to worry about productivity whenever you introduce a new technology into the company.

Use Cloud Computing

Macaulay Gidado - Use Cloud Computing

There are a lot of things cloud computing can do for your business. In fact, cloud computing is the epitome of efficiency, especially when running an in-house server is taking more than it is giving back. Here is how cloud computing can benefit your company:

  • Flexibility. With an in-house server, your company may only be utilizing just a fraction of the system’s capacity. Yet you suffer costs to run and maintain the whole system. With could computing, however, you don’t have to pay for the disk space or bandwidth you don’t use.
  • You are protected against disaster like theft, fire outbreak, virus attack et cetera.
  • You claim costs your company would have suffered via capital expenditure—like acquiring an on-premises server.
  • Your employees get to access needed data and collaborate even when not in the office. That can surely boost productivity.

The cloud can offer your business more with respect to efficient operation. You just need to make sure you understand your company’s IT needs so that you can be able to select the perfect cloud computing package for you.

Maintain a Professional Customer Service

Macaulay Gidado - Maintain a Professional Customer Service

Depending on the size of your business, you need to have a customer service department. When customers can easily reach your company to communicate their issues, the risk of bad reviews goes down. This protects your company’s reputation and also increases your chances of retaining your clients.

The work of your customer service is to provide support—that is, to encourage customers and also resolve any issues they may have concerning your product or service before it escalates. Neglect that goal and you are bound to frequently lose your customers to your competitors—which does not say much about ‘efficiency’ and ‘competitiveness’.

To maintain an effective customer service, the staff in that department should possess the following traits and skills:

  • Patience and attentiveness. They don’t hurry when attending to customers. They stay with customers, listen, try to understand what customers want, and then proffer support.
  • Good communication skills. They don’t use vague words or make vague statements. You staff should talk to customers in a way that the customers will understand.
  • They are excellent at managing surprises.
  • They are persuasive.
  • Your staff should be very conversant with the product or service your company is selling. That way, they can easily attend to any issues pertaining to the product or service without any doubts.

There is more to a good customer service–you can find out here.

And there is also more to increasing operational efficiency, and it is not all about the general guides and tips crowding the Internet. It is also about the kind of business you do and what works for it.

Learn how Macaulay Gidado can help you improve your business.

Ten Social Media Marketing Rules Every Business Needs to Adopt

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado

Experts have said it time and time again that in this digital age social media marketing is a vital aspect of marketing for businesses. The question is: why are many businesses not seeing tangible results in spite of their efforts to elevate their customer base and maximize sales through social media marketing?

Success with social media marketing involves more than just making efforts. To get it to work for you, there are basic fundamentals you must follow. Without them, you social media marketing efforts will all be a waste.

Here are the fundamentals:

Listen More on Social Media

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado

You want success with your social media marketing? Then learn to listen more and talk less. It’s only when you listen that you understand. Read the online content your target audience posts. Join their discussions. Learn the stuff that is important to them. Doing this will help you create social media content that add value to their lives. It will help you initiate conversations that they care about.

Focus

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado

What’s that popular saying? Yes, “Jack of all trades, master of none.” If you are this person, then you are wasting your time. Having a focused social media strategy and content will help your target audience assign an identity to your social brand. It will help you build a stronger brand, a more targeted leads pool, and give you a better chance at success.

Favour Quality on Social Media

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
As Steve Jobs said, “Quality is more important than quantity.” Five hundred social connections that engage with and share your social content is better than fifty thousand connections that never engages with your content after liking or following your brand or social media. Always keep that in mind as you grow your connections.

Patience

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
There’s nothing like overnight success. Success with social media marketing takes time. If you are looking for overnight success, chances are that you are the type that buys social media followers and likes and then end up regretting it in the end. Of course, it’s possible for a post to go viral and pull in thousands of followers or likes in a day, but it’s more possible that, like everyone else, you will need to commit months or even years of hard work to growing your social presence. Just be patients.

Virality

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
When you build your social audience by publishing quality, amazing, and thought-provoking content, chances are that they will share your posts with their audiences. By so doing, they will open up new entry points for people to find you on social media.

Influence

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
Search for influencers in your niche which have quality audiences that are interested in your product or service. Try engaging with these influencers, but be careful so that you don’t appear stalkerish or trollish.. Make relevant, thoughtful comments on their posts. Chances are that if you stick around long enough, they will notice you, check out your page, and possibly even share your content with their audience.

Value

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
Direct promotion is a bad social media strategy. Social media is where people go to make friends and interact with one another. Direct promotion will only make you appear trollish. Sooner or later, people will stop paying attention to your posts. Some will even unfollow, unlike, unfriend, or block you. Instead of direct promotion or focusing on conversion, try creating and sharing posts compelling posts and building healthy relationships with your audience and influencers. With time, when these people become curious about you and what you do, this strategy will pay off.

Acknowledgement

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
Nobody likes to be ignored. In fact, ignoring someone on social media is one of the easiest ways to lose their connection. Always reply to comments on your social media posts and wall. Even when you can’t reply, give the comments a like at least. Also, always check your social media messages and acknowledge people that send you messages. You might also want to talk about your audience and share their posts that you love. That way, you show them that they are important to you. People typically reciprocate kindness.

Accessibility

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
In a way, this is related to acknowledgement. Never post content on your social media and then vanish. You have to be available, not just to monitor the conversation your post has initiated but also to participate in that conversation.

Consistency

Ten Social Media Marketing Rules Every Business Needs to Adopt - Macaulay Gidado
If you truly want your social media marketing to be fruitful, then you need to be consistent. Don’t post today and then disappear for a week. You need to post regularly. Better still, post at an interval your audience expects. Perhaps at 1pm every day or or two. That way, your audience will look forward to your next post, just as people look forward to the next episode of their favorite TV show.

There you have it. Follow these rules of social media marketing and improve the chances of your efforts yielding favourable results.

Find out how Macaulay Gidado and Republic Digital can help your business find success on Social Media.

Ten Pitfalls of Starting an Online Business

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Thousands of people launch their business every day. Unfortunately, many of them have little or no idea of what to expect and they end up falling into the same pitfalls that brought down a lot of start-up companies in the past

If you are in the process of starting a new business, this post is meant to bring to your attention pitfalls to avoid. As a wise man once said, “Learn from the mistakes of others. You can never live long enough to make them all yourself.”

Waiting Too Long to Launch Your Business

Ten Pitfalls of Starting an Online Business

People stall for various reasons. Some wait to have a certain amount of audience (for instance, 5,000 subscribers) before launching. Some are simply afraid to start. Others don’t know where to start. Whatever your reason for waiting is, you can’t grow a company without taking the first step. If you need help, then reach out to the right people and begin somewhere. Most successful businesses didn’t start with a bang. They started small.

Solving the Wrong Problem

Ten Pitfalls of Starting an Online Business

Don’t solve a problem no one has. Business is all about making money by meeting needs, by solving problems. This means that if you want a bigger audience for your product, then that problem should be solving a problem a larger number of people have.

Not Paying Attention to Customers

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Customers are the backbone of any company. And since businesses make money by solving customers’ problems, the only set of people that can establish that your product or service is effective in solving their problems is your customers. And this is why success in business requires listening to your customers.

Don’t just listen to the customers that love your product. Also listen to the ones that ask for refunds and use the information you have gathered to tweak your product to better serve the needs of your customers.

Not Being Unique

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Competition is one aspect of doing business every entrepreneur contend with. When you and another brand offer similar products, you have to give customers a good reason to patronise you and not that other brand. This is where your product’s unique selling point comes in. What extra features does your product have that the other brand doesn’t have?

Focusing on an Idea You Are Not Passionate About

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Passion is good for business. As a small business owner, you need to have a broad knowledge of your niche, a knack for coming up with creative ideas relevant to that niche, and the stamina to see your goals ideas. This is what passion is all about. If you are not passionate about your business focus, then it’s very likely doomed to fail.

Having Wrong Expectations

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

We are all dreamers. Some expect their company to take off immediately. Some others expect their business operations to be easy. Unfortunately, life is unfair, and overnight success is a fairy tale. To succeed in business, you need to be somewhat flexible and resilient. Failure and disappointments will always come, but what will elevate you is your ability to learn, tweak your strategies and goal, and forge ahead.

Many Ideas, Very Little Done

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Thinking is good. But when it’s all you do, your business is bound to fail. There’s no point in thinking up new ideas if you are not implementing any of them. There has to be a balance. Thinking should take at most about 20% of your business time. The rest should be ‘doing’.

Going It Alone

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Nobody can grow a successful business alone. You need people. Depending on your type of business, you need employees, partners, suppliers, consultants, service providers, and, of course, customers. You can even reach out to other entrepreneurs for support.

The bottom line is that you cannot do it alone. Get help whenever and wherever you need it.

Thinking Your Social Platform Is a Business

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Whether you run a blog, YouTube channel, Podcast, or even an Instagram account with a large following, thinking it’s a business is a mistake. It’s simply a platform for sharing ideas, networking with people, and growing an audience. Not a business. If you want to make it a business, then you need to create a marketable offering around such a platform and invest both time and money into making it earn money for you.

Quitting Before You Start

Ten Pitfalls of Starting an Online Business - Macaulay Gidado

Fear of making mistakes and that of failure are common feelings that accompany doing business. Often, people succumb to the fear and quit before they even start. What these people don’t realise is that by quitting early, they have already failed.

We are human. Prone to mistakes. We all fail sometimes. Mistakes and failure aren’t the end. They are just part of the process. Don’t be afraid to make mistakes or fail. Instead, challenge yourself, and when you fall, get up, learn from the mistake, and move on.

Find out how Macaulay Gidado can help your company.

This post also appeared in Macaulay Gidado Medium blog.

Why You Need a Landing Page for Your Business

Create a Home for Your Marketing Offers - Macaulay Gidado

A Landing page is simply a web page for capturing the information of visitors that land on the page. It typically does this through a conversion form, also known as a lead-capture form.

A good landing page does the following:

Targets a specific audience

Why You Need a Landing Page for Your Business - Macaulay Gidado

For instance, leads from a pay-per-click ad, traffic from an email campaign, or blog visitors.

Offers the audience something of value

Why You Need a Landing Page for Your Business - Macaulay Gidado

For example, a downloadable informative e-book, a webinar, a free trial, coupons for a product, and so on.

Captures visitors’ information

Why You Need a Landing Page for Your Business - Macaulay Gidado

That’s including who they are, how to reach them, and why they offered you that information.

Convert as many of the visitors as possible into leads

Why You Need a Landing Page for Your Business - Macaulay Gidado

It does this by combining Points 2 and 3 above. This means enticing visitors with a valuable offer (as stated in Point 2) but only giving the offer to them when they have fulfilled Point 3 (that is, offered you their information by filling out a lead-capture form). Example: having visitors sign-up to get your free informative e-book.

A Little Bit About How Landing Pages Work

Why You Need a Landing Page for Your Business - Macaulay Gidado

Problem: John recently bought a horse, but he knows very little about grooming horses. He needs help.

Problem Solver: You groom horses for a living, and you run a blog about owning and taking care of horses. You need clients. So you create a landing page and connect it to your blog or ad campaign using a call to action.

John Seeks a Solution: John searches “how to groom a horse” on Google Search and Google leads him to your blog or ad campaign. He reads your content on grooming horses and at the end finds a call to action prompting him to download your free e-book on grooming horses.

What John Thinks: He needs help grooming his horse, and he thinks your e-book might be helpful. In other words, valuable.

What John Does: John clicks on the call to action and it takes him to your landing page. The landing page asks him to register in order to download the e-book. Now, he has no choice. He needs that e-book (value). So he fills out the form with his information.

Conversion: You now have John’s information. You can now entice him with more offers or perhaps get him to hire you to groom his horse. Chances are that after reading the e-book and noticing your expertise in the field, he would come running back to you to groom his horse.

The above example isn’t the only way a visitor could move from a stranger to a lead. Visitors can also find your landing page through PPC, referral traffic, social media, email, a website, or even directly, perhaps, because you shared the link to the landing page somewhere.

The most important set of things is to set up the landing page and make it easy for your targeted audience to find it.

Difference Between a Landing Page and a Full Website

Why You Need a Landing Page for Your Business - Macaulay Gidado

A website is meant to be informative, to give visitors information about your brand and product/service, to educate your visitors, to establish your expertise in a certain niche topic, and so on. A website can also aim to convert those visitors to leads. However, it’s not focused or concise enough to convert visitors before they get carried away.

A landing page, on the other hand, is meant specifically for driving conversion. It’s succinct, persuasive, and compels visitors to make the decision you want them to make in the shortest time possible. It’s like a funnel through which prospects from a website or a marketing and promotional campaign flows into your leads pool.

Make no mistake, a landing page can’t function alone. It will not convert visitors to leads if no one lands on it or if no one knows it exists.

Why You Need a Landing Page for Your Business - Macaulay Gidado

  • First, you need to create it.
  • Second, you need to get it noticed. Make it easy to be found.

Therefore, you need to direct visitors to the landing page from one or more of the following places:

  • A blog you run.
  • Your website.
  • Search Engine
  • A marketing/promotional campaign.
  • Social media.
  • Email marketing.
  • Referral traffic.
  • Forums and online places where you share the link to the landing page.

Fail to do that and your landing page would simply be a fancy web page sitting in oblivion on the internet.

Four Benefits of a Landing Page

Why You Need a Landing Page for Your Business - Macaulay Gidado

Generate More and Better Leads

Why You Need a Landing Page for Your Business - Macaulay Gidado

Of course, a website or blog can generate leads, but a landing page does it better. It captures leads at a much higher rate. That’s why many successful companies that have a website or/and blog also have landing pages. Many even use landing pages as their websites’ home pages. For higher conversion, you might need to have multiple landing pages, each targeting a specific audience demographic by making them an offer unique to them.

Create a Home for Your Marketing Offers

Why You Need a Landing Page for Your Business - Macaulay Gidado

Website visitors looking for informative content typically frown at marketing offers, especially when they are not interested in the offers they are seeing. This makes putting marketing offers on your blog or website dicey. It can piss off your visitors. This is where a landing page comes in. It simply separates those marketing offer from the informative content on your site or blog and gives them a separate home to live.

Also, marketing offers are simply meant to convert users, to motivate them to purchase a product or service. It thus becomes reasonable to put the offers on a page designed specifically for conversion.

Gather Information About Your Audience

Why You Need a Landing Page for Your Business - Macaulay Gidado

Do you know that your marketing and sales team gather valuable demographic information whenever a visitor fills out a conversion form on your landing page? The information can help your team understand the type of people that are converting because of the offer made on the landing page. It gives them a better understanding of the type of people interested in the product or service associated with the offer on the landing page. This will help make your targeting more direct and efficient.

Improve Your SEO

Why You Need a Landing Page for Your Business - Macaulay Gidado

Ask yourself this simple question: when last did you click to the second or subsequent pages of a Google Search result? You probably don’t remember. This suggests that pages that don’t appear on the first page of search results are doomed to be ignored by search engine users. In fact, 68% of the time, search engine users only click on the top five search results on Google’s first page. Therefore, if you truly want organic search traffic, you need to be one of the top five results for search terms relevant to your brand. By creating multiple landing pages, you get multiple chances to rank high in relevant searches.

And when you rank high, your landing pages attract more visitors, and more visitors translate to higher conversion.

Now that you have the benefits of landing pages at your fingertips, don’t dawdle further. Go and develop your own landing pages and start converting more leads.

This article also appeared in Macaulay Gidado’s Medium Publication.