Connect with us

Innovation

Building a Better Website

To create a great website, focus on user experience.

Monique Verduyn

Published

on

Build_Better_Website

Imagine not having a telephone number that customers can call when they want to reach you. It’s unthinkable. Equally ridiculous in today’s information age is the fact that some small and medium size businesses still do not have a website, or at best they have a stale online presence that is never updated.

“Customers perceive a business to be more established and professional when it has an active website,” says Leigh-Ann O’Hagan, owner of website design company LIT Creations. “It’s a great way to market your business.”

Indeed, business owners who insist they do not need a website will soon find themselves going out of business, according to Rob Stokes, CEO of digital agency Quirk eMarketing. “Whether you provide investment advice or plumbing services, people must have the ability to find you on the web. If you’re not there, you will lose out to competitors who are online.”

Even cost-conscious SMEs have to acknowledge that times have changed. The Internet is now the fastest growing advertising medium and it has to be embraced by businesses of all sizes. An informative, well designed website enables a business to break through any local barriers and become accessible to anyone, anywhere, at any time.

Think about that — your business is reachable to people 24 hours a day, seven days a week. The convenience factor is huge, and can help to boost customer satisfaction from the word go. Your customers and potential customers can visit your site from the privacy of their home or office to find out information about the products or services you offer, making it possible for your business to reach a wide audience with a relatively small investment. And because you can change the content on your website, you can keep it looking fresh and tailor it to what your visitors are looking for.

What does it cost to build a website?

What should you pay for a website? That’s a tough question to answer. For SMEs looking to develop an online presence, O’Hagan’s company, which focuses on SMEs, charges as little as R200 per web page. “A website with four pages — a home page, About Us, services and contact — will cost R800 including all design. We also offer additional functionality for an extra fee. B&Bs may want a gallery for instance, while another business may want a shopping cart or a content management system.”

For start-ups, web design company Media Etc offers logo, letterhead, business card, email signature, a four-page website and your own domain for R8 100.
Interexcel’s web design package costs R7 600, which you can also pay off monthly.

Jasper Consultants web developer Gideon Oelofse, says business owners should budget between about R1 500 and R5 000 per page depending on the programming needs.
“Artwork is fairly standard at R1 500 per hour, but it’s the programming element that’s key. A weighing system or a catalogue that sits on the web page runs in the background and has to be added on to a standard design.”

At the higher end, Stokes says websites which typically provide About Us information and list the products and services available can cost from R20 000, up to R100 000. This type of site is perfect for businesses seeking to have a presence on the Net, but which do not transact financially with customers.

“You can employ a freelance designer to create a website that will cost you in the region of R20 000 to R50 000,” says Stokes. “Where companies make a big mistake is that they will fork out R100 000 on a website when they should rather spend 70% of that budget on actually marketing the website, and only 30% on creating it. The point is to get people to your site.”

Paid search is key to achieving this. It’s an advertising strategy that involves the purchasing of web traffic from search engines. Your ad appears in the search engine’s ‘sponsored links’ section and clicking on the ad will redirect visitors to your landing page. Google’s version of paid search is called AdWords.

Cost per click is the amount your company pays for having that link clicked on within a search result page. Also important is the click through rate, the rate at which a keyword listing is displayed against how many times it was clicked. For example, if an ad is displayed 10 times, and clicked on twice, the click through rate is 20%.

It is easier to determine the return on investment in this type of search engine marketing, because the data reflecting activity around your ad is generated instantly. “The advantage of this type of marketing is that it’s very controllable,” he adds.

Conversion rates are key

Stokes points out, however, that the conversion rate for South African websites — a critical consideration — is as low as 10%. The conversion rate is the ratio of visitors who convert casual content views or website visits into desired actions based on subtle or direct requests from marketers, advertisers, and content creators.

It’s defined as follows:

Conversion rate =

number of goal achievements

visits

A successful conversion may be a membership registration, e-newsletter subscription, software download, or other activity that occurs due to a request on the site that directs the visitor to take action. To an online retailer, a successful conversion is usually the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner ad.

While paid search brings people to your site, you must ensure that the site is designed to achieve certain goals and makes use of the appropriate visual and textual cues.

Relevant content

When it comes to website development, a great amount of emphasis is placed on design. Equally important, however, is the content. Too often, copywriting is an afterthought in web development. No matter how attractive, clever or interactive a website is, its main purpose is to convey information. A great website is designed around the content. User experience is what it’s all about. When people visit your site, is it worth their while? This has nothing to do with size or impressiveness. It’s simply about relevance.

“The key consideration when it comes to content is what your user is looking for, not what you want to tell them,” Stokes says. “There are some really great looking sites out there that just don’t deliver on that. If you’re a fast food company, for example, make sure your website is optimised for use on a mobile phone. It’s when I’m driving home from work that I’ll want to call and place, so I must be able to find your contact details on my phone.”

Email marketing

Business owners must not underestimate the power of email marketing. It’s become the forgotten child, but it can be extremely effective in driving people to your site. Take a décor business as an example. People who visit your site are interested in decorating their homes.

That provides you with an ideal opportunity to send out a regular newsletter that gives them an update on the latest trends in décor and design, rather than merely sending out an email about your products. Maybe you can include a discount coupon in the newsletter. By providing information and value for your newsletter subscribers, you can convert them into active supporters and customers. n

Critical Considerations

Professional design or DIY? Paid or free hosting?

Make these choices based on the needs of your business.

Content management

The publishing platform WordPress is a full content management system (CMS) which comes with thousands of plug-ins, widgets, and themes. An open source CMS, it is the most popular one in use today. It simplifies the publication of web content to websites and mobile devices in particular, allowing content creators to submit content without requiring technical knowledge of HTML or how to upload files.

Free websites

There are also a number of free website options available. Among the most popular is Yola, which offers three levels of service. The most basic website is free, while a professionally designed site from Yola Premier will cost $349,95. You simply let the designers know what you want and they’ll make a custom five-page website for a one-time fee. You’ll have full control of the completed website, and you can make changes or updates at any time at no cost. The website is also hosted for free and comes with technical support.

The bespoke route

If you have R100 000 or more to spend, and you want more than an online brochure, you may opt to have a custom-built website. These are usually created with programming languages like ASP and PHP. Unlike static HTML web pages, websites built with ASP and PHP are more dynamic and can allow users to interact and exchange information using the website’s databases. This route is ideal if you want to build an e-commerce site, or any other site where there is a lot of interaction between the business and the website users.

When it comes to costing and expenses, ASP costs more, while open source PHP can run on a Linux server which you can get at no cost. PHP is also more flexible when it comes to database connectivity and it can connect to several. If you are particular about speed, then choose PHP. It runs much quicker than ASP.

Hosting options

Just as a free or low-cost website may be ideal for your business needs, both free and professional web hosting have their benefits and downsides. For a simple website, a free hosting service will provide what you need.

The biggest problem with a free service, however, is that the amount of traffic to your site may be limited, as may the size of the files. You also have to ensure that the hosting company does not experience downtime as this will impact the number of visitors to your site. Avoid sites covered in sponsors’ banner ads as these look very unprofessional.

Paid services provided by a good web hosting company should come with far better customer service. They will also offer ample web space and disk space. Often large amounts of uptime will be guaranteed. So yes, they cost more, but the service is far more advanced.

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

Innovation

Innovate For Change – Think Like A Social Entrepreneur

Why consider the social entrepreneurship model?

Nation Builder

Published

on

social-entrepreneurship

Social entrepreneurship is an exciting business arena that finds new, sustainable business solutions to long-standing problems. Social entrepreneurs see social challenges (such as poverty, homelessness, poor infrastructure or lack of quality education) as an opportunity for change.

This approach brings together the best that business practices offer and blends it with the best that civil society offers (a social mission, broader stakeholders involvement and the engagement of the community). By generating income from business activities and reinvesting its profits back into driving its mission, this approach generates both social value and economic value simultaneously.

Why consider the social entrepreneurship model?

1. Seeing social challenges as opportunities

South Africa’s social and structural challenges, from our poor ranking in health and education to the high level of unemployment, provide a myriad of opportunities for entrepreneurs that are willing to roll up their sleeves and work to build a better future.

The recent winner of the recent Nation Builder Social Innovation Challenge, Lungi Tyali, is a great example of this mindset.

Across Africa, there is a dire lack of provision for the electrification needs of the majority of the population, especially in rural communities. In South Africa, at present, there are 3.4-million households without a formal, metered electricity supply; 2.2-million in formal and 1.2-million in informal households. Lungi Tyali is the CEO of Solar Turtle who, with her business partner, James van der Walt, created a solar energy solution for rural and off-grid areas. Solar Turtle provides a solar-powered kiosk in a container that serves as a hub for renewable electricity. During the day, the solar panels are open to collect sunlight and at night they are enclosed and locked securely into the container.

Related: How To Be A Social Entrepreneur

2. Social entrepreneurship has low barriers to entry

Many of the most successful social enterprises start off small with an enterprising individual seeing an opportunity in their local community and building from this small beginning. There is no prerequisite for a university degree of formal training. Growing social enterprises can thus also offer employment opportunities to unskilled workers and youth without experience, addressing South Africa’s high level of unemployment.

One such story is that of Nonhlanhla Joye, the founder and facilitator of Umgibe Farming, Organics and Training Institute. Ma’ Joye, was diagnosed with cancer in 2014 and as a result, could not work to provide food for her family. She decided to grow organic vegetables in her backyard to feed her family. Unfortunately, the chickens ate all her vegetables and she had to come up with a solution.

She innovated a growing system using plastic bags. Before long Ma Joye was teaching other community members to use her growing system. A platform was born where poor communities started growing vegetables to feed themselves and collectively sell their surplus produce.

3. Corporate Social Investment, with purpose

Social enterprises also offer individuals and companies the opportunity to invest in lasting social change. Unlike traditional philanthropy, the impact of social enterprises has the potential to be much more lasting by directly providing affordable social goods and services, as well as employment opportunities.

Nation Builder, for example, is a platform* that brings like-minded businesses and civil society together in order to learn from each other and partner together for the greatest possible impact through wise and responsible social investing.

Related: Miss Teen Social Entrepreneur SA Is Making Its Mark

4. Personal actualisation

Perhaps the most rewarding advantage of being a social entrepreneur is the impact you can have on society, but this model also offers several personal benefits:

  • working to solve issues you care about
  • freedom to explore and create innovative solutions that can inspire change
  • the opportunity to turn passion into profit
  • working as your own boss.

Continue Reading

Innovation

Having The Perfect Product Isn’t Enough To Keep You In Business

The odds of the small business surviving aren’t stacked in its favour. It’s more likely to fail than succeed. That’s the bitter truth. However, once it’s able to shake off the niggling teething problems, watch it as it unfolds from a pupa to a beautiful butterfly.

Matthew Mordi

Published

on

product

There is a small bakery operates in my neighbourhood. It bakes bread; no cakes or other confectionaries. The best home-made bread that has your palates yearning for more. This is in sharp contrast with the bread produced by bigger bakeries. They also supply bread to the neighbourhood.

The bigger bakeries operate a model that is largely automated to the point that they lose a very important ingredient beyond flour, yeast and whatever goes into making bread. They lack the personal touch that gives it the home-made feel. This is why the neighbourhood bakery is preferred despite being pricier.

The small bakery isn’t without its flaws; avoidable flaws that may, sadly, sink the business. My view is more on the certainty of the demise of the business as observers would’ve noticed a slow yet steady decline in the output of the business. These flaws aren’t unique to the bakery, several other small businesses have share the same flaws.

Why would a customer who is willing to pay more for a product suddenly cease patronising the business. What other factor apart from higher price, in the absence of a drop in purchasing power, would make a customer buy bread of supposed inferior quality from the competition.

A couple of years ago when I moved to the neighbourhood the business was doing great. Even during a biting recession the shelves were always stacked with freshly baked bread of different varieties. Despite the excellent product on display, there was an unsatisfactory trend in the operation of the business.

For one, the sales personnel are rude. Having the right staff is necessary to grow any business, but when this very fundamental issue isn’t gotten right it will be fatal to the business. After all for how long would customers put up with poor service delivery in the face of stiff competition from bigger rivals.

Small business owners must realise that proper training of staff is as important as sourcing for capital and shouldn’t be overlooked as the survival of the business also rests on it. Bigger businesses in this regard always come out tops in comparison with their smaller counterparts.

Related: Why Small Businesses Are Unable To Pay Staff Salaries

Annually, big businesses spend billions of dollars on staff training for the simple recognition of the fact that having disgruntled customers, on account of poor service by personnel, is dangerous for business. Despite their size, big businesses tend to understand better the importance of the single customer. Also, how the discontent of a few customers can translate into poor sales which is detrimental to the business.

The mindset of a small business shouldn’t be different. Investing in staff shouldn’t be treated with levity to ensure the business not only stays afloat, but also grow it. Growing a business is in itself tough work, small business owners shouldn’t make it tougher by providing terrible service.

The neighbourhood bakery lacks this important feature and it’s been responsible for the steady decline in sales. I didn’t know the poor service rendered by the attendants had attained much notoriety until I was having a conversation with a group of individuals at a religious gathering and the issue came up. It’s a sad realisation.

For financial reasons small businesses aren’t known for recruiting the best personnel. Most employ the services of family members. While there is nothing wrong with this, it’s important to ensure such person is the best fit for the business. Employing family members may lead to a myriad of problems for the business. Therefore it will be in the best interest of the business not to employ an incompetent family member than have him ruin the business. This is a risky way of running the business.

The feeling of the customer towards the goods or services businesses provide is key to its success or failure. This is because customers can have the most unbiased assessment of the business rather than management and staff. Despite the poor service the bakery openly had on display, no one seemed to have bothered complaining to the owner of the business. So it may seem.

It will be in the best interest of a small business owner to leave an open channel for feedbacks from customers. This isn’t the case with the bakery and some other businesses face this challenge too which may lead to further problems.

The inability to provide an avenue for customers to channel their complaint to the proper individual creates a problem of inaccessibility. Accessibility happens to be an area of strength for small businesses because of their size. In larger businesses, despite creating channels for complaints there is usually no personal relationship between the owners and their customers. This is an area a small business shouldn’t be found wanting.

One would imagine that as a small business, the owner of the bakery should be easily accessible to interact with customers to in order to obtain feedbacks pertaining service and staff performance. This isn’t the case as the business clearly takes this important factor for granted. A lot of customers don’t know the owner of the bakery despite patronising it for years.

On paper the size of small businesses translates to easy accessibility. A closer look will reveal that the owners of small businesses tend to take a lot of things for granted. They fail to realise that they have to be consciously open to the idea and cultivate the habit of seeking feedbacks from customers. A small scale business has to maximise its potential for dynamism and flexibility. If it can’t take advantage of its unique qualities then it’s doomed.

There has been a reduction in the variety of bread baked and in addition to this is the equal reduction in the amount of bread on display generally. From observation it’s clear that patronage has taking a massive hit.

It’s painful witnessing the slow demise of a business with a good product due to its own failures. Having the perfect product won’t on its own keep the small business in business. The odds of the small business surviving aren’t stacked in its favour. It’s more likely to fail than succeed. That’s the bitter truth. However, once it’s able to shake off the niggling teething problems, watch it as it unfolds from a pupa to a beautiful butterfly.

Continue Reading

Company Posts

Customers Are The Heart Of Innovative Businesses

Keep your customer at the heart of your business.

Viga Interactive

Published

on

online-marketing-innovation

One of the main reasons start-ups fail is because they don’t create solutions that meet their customers’ needs. Failure is avoidable. Businesses that understand their customers feelings, challenges, expectations and motivations make themselves indispensable in highly competitive markets because they recognise that true innovation is led by customer insight.

An incredible example of a business that believes in innovation driven by insight is Netflix. They revolutionised the way people watch video content by listening to their customer’s needs. You’ve probably heard the story before: after paying a $40 overdue DVD fee, Reed Hastings co-founded Netflix. He was simply too busy to return his DVD. He recognised that this experience wasn’t exclusive to him, but that it was a problem that many people faced. He saw a gap in the market for receiving and returning videos more effectively, and that is how the $150 billion business was born.

If your start-up doesn’t fulfil a human need, then you’re setting yourself up for failure. It’s not enough to have a cool idea. Ask yourself, “What is the market need behind the offering?” and then test ways of delivering your offering in the most user-friendly manner. Talk to your consumers, understand their likes and dislikes and establish your business purpose before haphazardly allocating funds to R&D.

Related: How Netflix Is Now Disrupting The Film Industry By Embracing Short-Term Chaos

You can’t go from being a California based DVD-by-mail provider, to becoming the world’s largest online video streaming service without a business plan. It’s important to recognise the step-by-step process of success. Netflix didn’t go from delivering DVD’s to pouring capital into the production of video content within six months. That sort of development would have bankrupt the company almost immediately. It took 21 years for the business to become content creators.

  • In 1999, the company became a subscription service because they found that customers preferred paying a monthly fee rather than making a once off purchase.
  • Then, in 2009, the company used investor capital to expand their DVD collection because their clients wanted a larger selection of movies.
  • In 2010, the business expanded internationally because they saw a gap in the market across various countries.
  • Finally, in 2013, Netflix created its first original content series because customers craved fascinating content beyond the overused Hollywood archetype.

The point is: Progress didn’t happen overnight. The business had to set goals and objectives. They then had to fund their growth by presenting market opportunities, backed by customer insights, to their investors. Establish your start-up one step at a time and make sure every progression isn’t innovation for innovations sake – it must be inspired by a human need.

13-reasons-whyNetflix was founded by a computer scientist and a marketing director. While one partner focused on Netflix’ service development, the other focused on sales. Since the company’s origin, collaboration and balance have been the cornerstones of the business’ success.

Netflix is currently composed of a diverse team of tech-professionals and designers. They understand the importance of combining technology and design to offer customer-inspired user-experiences.

After conducting consumer research, Netflix discovered that series and movie artwork influences viewing decisions by 82%. This has resulted in the creation of more descriptive and provocative designs. Netflix is known for leveraging human-behaviour to revolutionise their service offering.

As an entrepreneur, you can increase your ROI by partnering with the experts that understand human-based innovation.

Keep your customer at the heart of your business.

Related: What These 5 Digital KPIs Say About Your Business

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Recent Posts

Follow Us

Entrepreneur-Newsletters
*
We respect your privacy. 
* indicates required.
Advertisement

Trending