When a company does not have a website, it misses out on the following:
1. Online visibility-when people are looking up your company they will not find you
2. Control of information and reputation-through a website you have full control over how you present your company, business, and products/services
3. Almost free marketing of products and services-websites, search engines and social media give “free” marketing and attention to your company.
4. Free distribution-websites can be used to present and deliver goods and services to customers. Especially in times of market disruption suc as Covid 19 and the ongoing protests in Kenya. Companies and businesses with active websites can still open and serve their customers.
In today’s digital-first world, it’s easy for businesses to focus all their marketing energy on social media platforms. This makes sense, especially in Kenya, where platforms like Instagram, Facebook, and WhatsApp dominate as major advertising hubs. However, while social media is essential, it’s not the full story. Many business owners and entrepreneurs, particularly in service and retail industries, overlook a vital aspect of their online presence: having a well-designed, high-functioning website.
Here are some overlooked strategies that highlight why not having a good website is hurting your business.
1. Your Website is the Foundation of Your Brand’s Credibility
A website is often the first place customers go to learn more about your business beyond social media. While social media is great for immediate engagement, a website provides a deeper level of professionalism and trust. For instance, imagine a law firm that only relies on Facebook posts for marketing. A potential client looking for legal services may hesitate to trust a business without a dedicated, professional site outlining services, credentials, and testimonials. Without a good website, you risk coming across as less credible compared to your competitors.
Underlooked Strategy: Invest in a clean, user-friendly design and include customer reviews, certifications, and a clear list of services. This gives potential clients confidence in your business.
2. Control Over Content and Data
When you rely solely on social media, you’re essentially “renting” space on a platform you don’t control. Algorithms change, platforms get outdated, and data is constantly at risk. A website allows you to own your content and control how your audience interacts with it. Let’s say you’re in the hospitality industry, running a small boutique hotel. Relying only on Instagram for bookings and reviews limits your ability to capture customer data, track interactions, and directly market to them. A well-built website with integrated analytics tools enables you to capture emails, conduct surveys, and create personalized experiences—fostering direct relationships.
Underlooked Strategy: Build a blog or a resources section on your site that can provide ongoing value, such as local travel guides or legal FAQs. This not only brings in organic traffic but also establishes you as an authority in your field.
3. A Website Enhances Searchability and Organic Traffic
In Kenya, businesses often rely on social media pages to rank in Google search results. Unfortunately, social media pages don’t have the same SEO potential as a well-optimized website. For example, a healthcare clinic relying on Facebook may get found via social search, but it won’t necessarily show up in Google results when someone searches for “best clinic near me.” Having a website that’s optimized for search engines makes it easier for potential customers to find you without having to go through a social media platform.
Underlooked Strategy: Optimize your website for local search. Include local keywords, a Google Maps integration, and client testimonials that mention specific services. A strong SEO strategy is a powerful way to attract new customers without paying for ads.
4. Seamless User Experience Matters More Than You Think
Kenyan consumers, especially in service and retail industries, value convenience. Social media platforms often lack the seamless user experience that a good website can provide. For example, an e-commerce fashion store that operates solely on Instagram may struggle to manage orders, inventory, and customer inquiries efficiently. By contrast, a website can automate these processes—offering a streamlined shopping experience, easy navigation, and even after-sales services like return policies and customer support chatbots.
Underlooked Strategy: Offer features like online booking, automated customer service, and a blog. This can make your business more accessible and easier to deal with, leading to higher customer satisfaction and repeat business.
5. You Can Build a Community Beyond Social Media
It’s easy to get caught up in follower counts, but social media engagement is fleeting. Building a community through a website helps create a more lasting connection. For example, a travel company specializing in Kenyan safaris could develop a forum or blog where clients share stories and tips, helping them stay engaged with the brand long after their trip ends. This type of engagement is difficult to replicate on social media platforms alone.
Underlooked Strategy: Incorporate a newsletter or community section on your website to keep customers engaged, provide exclusive offers, and build relationships outside social media platforms.
Conclusion
In a world where social media dominates, many business owners in Kenya forget the lasting importance of a good website. Whether you’re in hospitality, healthcare, legal services, or retail, a website does more than just complement your social media efforts—it amplifies them. It enhances your credibility, gives you control over your content, improves searchability, and provides a seamless user experience that social media platforms can’t match.
Investing in a website isn’t just a nice-to-have; it’s a must-have for any business looking to build long-term success in today’s digital landscape.
