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To the uninformed entrepreneur or business owner, a website is simply a digital billboard that displays the information about your company to potential customers. If this were 10 years ago, nothing would have been wrong with this approach to website development.

Back then, websites were created to simply inform and not to sell. But in today’s global marketplace, websites have transformed from digital billboards to Digital marketing tools that helps smart businesses use the internet to attract, convert and retain profitable customers. The objective is no longer just to INFORM but to SELL!

The 2 core Purposes of a Website:

For any website to yield a positive ROI for you, it must serve these two core purposes;

  1. TARGETED TRAFFIC GENERATION: a website no matter how well developed and designed is of no use if no one visits it. Being able to attract on a consistent basis high volumes of targeted traffic to the site is the first core purpose of a website. Hence, the need for traffic generation.
  1. TARGETTED TRAFFIC CONVERSION: getting visitors [traffic] to your website is one thing, keeping them by turning them into leads [prospects/potential clients] is another thing. This is the second core purpose of a website. Hence the need for traffic conversion.



Digital Billboards [Websites 10 years ago] Digital Marketing Tool [Websites today]
  •  Static website: no regular content updates to educate the market
  • Dynamic website: regular content updates through blogging


  • Company focused: designed to display boring company information
  • Customer focused: designed to address customers’ problems and present the company’s products/services as solutions
  • No Lead Generation: visitors come and go without any conversion strategy for generating leads
  • Lead Generation: visitors’ contact details are captured for further follow up through a conversion strategy
  • Poor Navigation: boring design and layout that often leaves visitors wondering what to do next other than closing the page
  • User Friendly Navigation: interactive design and integrated layout that guides visitors on what to do next through the use of effective Call To Actions [CTAs]

Tito Philips, Jnr.

Author Tito Philips, Jnr.

I'm a business development and digital marketing consultant. The founder of www.Differentiate.Online and www.UniteNigeria.com I also write thought provoking unusual articles about entrepreneurship and business on www.naijapreneur.com

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