If you are a business owner, you will recognise how important it is to have a business website in today’s competitive economic climate. Now more than ever, consumers are shifting to online shopping in favour of physically walking through your shop door. Without an active, updated, and engaging website for your company, your competitors will have a noticeable edge over you and you will be losing out on the majority of your potential customers. Your physical store sends a message about your company, and it is no different for your online shopfront. This is why your online presence must communicate a strong and consistent message about your brand in order to keep existing customers and to appeal to new ones. Firstly, if you don’t have a business website, you need to get one. There are free web resources that can assist you in setting up a free website but for quality, it is always advised that you employ professional website designers to guarantee that your brand is being encompassed and communicated effectively. For product-based businesses in particular, it is important that you configure a website that has e-commerce and m-commerce capabilities. If your potential customers are searching for a particular product and cannot buy it on your website, they will simply move along to the next site that enables them to do so. More often than not, that ‘next website’ is your competitor’s. The less difficult it is for customers to interact with your site and take advantage of your e-commerce capabilities, the more inclined they are to buy from you and return at a later date. But how do you direct traffic to your website? Without people to view and buy your products or services, you don’t have a business. That is because no business website can sustain a company by itself; it must be underpinned by a successful marketing strategy that incorporates traffic and lead generation. Generating traffic can be accomplished employing both free and paid resources. You can utilise search engine optimisation (SEO), which requires that

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