An effective business is measured by how little your client needs you for basic things. If your phone keeps ringing with questions your website should have answered, your digital presence is broken.
Every good website must pass this test:
- What do you do?
Within seconds of landing on your site, a visitor should know exactly what problem you solve and what industry you play in. If they’re still asking “So what exactly do you do?”, you’ve failed the first test. - How does it work?
Clients want to know the process. What happens after they click “Buy” or “Contact”? How do you deliver results? The steps don’t have to be complicated, but they must be visible. A simple breakdown removes most hesitation. - Why should I trust you?
This is where proof matters. Testimonials, case studies, awards, certifications — something that makes you credible. People don’t buy from websites; they buy from trust. - How do I get started?
Clear calls-to-action. A button. A form. A number. Whatever it is, it should guide them forward without confusion.
If your site answers these four clearly, you’ve built a system that sells without you. If not, you’ve only built an online brochure.
A client should step out of your website with confidence, not questions.
Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).
