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5 Top Tips for Your Business Website

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As a result of the COVID-19 pandemic, many companies and even small businesses have accelerated their digital initiatives to include an online presence and stay relevant to their customers. The opening move for a business to make a great first impression online is through a powerfully designed website, says Andrew Bourne, Business Development Manager, Africa at Zoho Corporation.

If you are a business owner who is just getting started on your official website, or you are currently updating your site and would like a refresher on general best practices, here are five tips for you to keep in mind:

1. Make your copy prospect-oriented and benefit-driven

When prospects visit your site, they want to know one thing – how your solution or product adds value to their personal lives or their line of work. That said, an objective listing of basic features, however well-written, might not do the trick. Features are only material facts about your product; they are not prospect-oriented information.

Relaying business/individual benefits along with product features transforms your copy into meaningful inputs for prospects. Say you are creating a website for an event management software. One of the product features is that there are 100+ built-in event layout templates. An event manager visiting the site will be intrigued by the feature when your copy also informs him/her that the digital templates expedite floor plan decisions by cutting back 40% of time spent on manual layout designing, not to mention quicker collaboration through contextual email integrations. It’s always the value outcomes that catch the prospect’s eye.

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2. Offer social proof wherever you can

Social proof is the psychological phenomenon in which people look to the collective opinion of people to determine the best way to act in a given situation. As a business owner, the most powerful form of social proof you can display for the prospects are customer testimonials—video or written, customer success stories send a strong message to visitors. There are also awards, media mentions, positive analyst reviews, and endorsements.

Try positioning testimonials at friction points, i.e. places where a prospect is likely to encounter resistance to conversion – some of these include the pricing page, checkout page, or by any of your Call to Action (CTA) buttons.

3. Make your visitors’ journey clear and their next steps easy

When you have a prospect’s attention, the next crucial step to retain it through clear call-to-action (CTA) buttons. Take your homepage, for example. The point is to offer calls to action for visitors who arrive on the page with different levels of commitment and different levels of readiness to purchase. Your homepage can offer more than the main menu to get users started, like a free downloadable report to cater to them in the awareness stage, a “Learn More about Our Business” CTA for the consideration stage, and a “Browse our Services” or “Request a Quote” CTA for the decision stage. Your homepage has to also couple dynamic CTAs with subtle design to ensure your prospects feel enlightened at every stage and not stifled by the options.

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4. Make sure users can reach you on the other side

Remember to keep your official contact information on the header or footer of every page on your site, and/or offer features such as live chat. Today, live online chats are important for the Gen-Z customers who demand mobile-first and instant communication methods. Moreover, regardless of the speed at which business technology advances, people are still drawn to doing business with people, not with interfaces, and the last thing you want is to lose a prospective customer because they had a question and didn’t know where to turn.

5. Go visual…and multimedia

Multimedia content can enhance your copy by offering your visitors a deeper impression of who you are as a business and engaging with them at an artistic level.

● Concepts (like where you fit in your industry) might be more easily explained through an infographic

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● Instructions (like how to use a product or how to return/exchange a product) can be simply illustrated through screenshots

● Processes (like how your product is made, or how to assemble your product) might be better demonstrated through videos

● Portfolio (like videos or images of your finished product/service and of customers using them) will help prospects get an aesthetic sense of your offering.

A business website is a perpetual work-in-progress in terms of SEO and user experience. In an ocean of information out there, an intelligent SEO strategy is the beacon of relevance that helps prospects discover your site. Once they land on your website, an insightful user experience is the anchor that holds their attention until they reach the end of the purchase funnel. A religious best practice-approach is imperative to get both these aspects right over time and turn your website into one of the most powerful marketing tools for your business.

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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NUPRC Warns of Counterfeit,  AI-Generated Appointment Letters

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Nigerian Upstream Petroleum Regulatory Commission (NUPRC) has cautioned the public against fake recruitment offers and fraudulent employment letters circulating in the agency’s name.

NUPRC Warns of Counterfeit,  AI-Generated Appointment Letters

Eniola Akinkuotu, head of Media and Corporate Communications of the Commission, stated that NUPRC has received reports of counterfeit and AI-generated appointment letters bearing names not known to the regulator.

The Commission also said fraudsters have been extorting money from jobseekers by promising placement within the agency.

NUPRC has reported the incidents to law enforcement and said investigations are underway.

The regulator reiterated that there is no ongoing recruitment exercise and warned members of the public not to make any payments for supposed job offers.

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“Whenever the Commission decides to recruit, the process will be conducted strictly in accordance with extant laws and government regulations,” the statement said.

The Commission urged jobseekers to verify any purported offer and to rely only on official NUPRC communications for recruitment information.

The warning follows growing concerns about the misuse of digital tools, including artificial intelligence, to fabricate apparently authentic documents that can deceive the public.

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Africa50 Secures Fresh Capital, Strategic Partnerships to Accelerate African Infrastructure

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Africa50, the pan-African infrastructure investment platform, has secured new investment commitments and strategic partnerships with international investors and Tanzanian institutions aimed at mobilising capital for infrastructure development across Africa.

The agreements, announced at the 2026 Infra for Africa Forum in Dar es Salaam, include a US$20 million commitment from British International Investment (BII) to Africa50’s Infrastructure Acceleration Fund (IAF), as well as partnerships covering natural gas, electricity transmission and healthcare infrastructure in Tanzania.

The latest commitments bring the IAF’s total capital commitments to approximately US$330 million.

Under one of the major agreements, Africa50, Tanzania Petroleum Development Corporation (TPDC) and TAQA Arabia will develop the first phase of a small-scale liquefied natural gas (LNG) project designed to distribute domestic natural gas to industrial and transportation customers across Tanzania.

Africa50 is partnering with TAQA Arabia and TPDC on the project, providing project development, investment and financial structuring expertise to develop a bankable model that could be replicated in Tanzania and other markets.

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Mussa M. Makame, Managing Director of TPDC, said the partnership demonstrated Tanzania’s commitment to leveraging its natural gas resources to support national development.

“As a gas supplier to this project, TPDC will work with the project partners to broaden domestic access to cleaner, reliable energy and create greater value for the Tanzanian economy,” he said.

Pakinam Kafafi, CEO of TAQA Arabia subsidiary Rosetta Energy Solutions, said the LNG project would convert Tanzania’s gas resources into reliable energy for industry, communities and transportation.

“This project will turn Tanzania’s abundant gas resources into reliable energy for industry, communities and transport, strengthening energy security and accelerating industrialization,” she said.

Africa50 also signed a Memorandum of Understanding (MoU) with Tanzania Electricity Supply Company (TANESCO) to collaborate on electricity transmission Public-Private Partnerships (PPPs).

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The partnership is expected to facilitate Tanzania’s first Independent Power Transmission (IPT) project, drawing on Africa50’s experience with its IPT project in Kenya.

Engineer Timoth Mgaya, Acting Managing Director of TANESCO, said the partnership would help Tanzania attract private capital and strengthen its transmission infrastructure.

“Partnering with Africa50 provides Tanzania with strategic project-development and financing expertise as we unlock private capital for Africa’s transmission infrastructure,” he said.

The agreement, he added, would contribute to the development of East Africa’s power market while supporting industrialisation, economic integration and inclusive growth.

In the healthcare sector, Africa50 and Tanzania’s Ministry of Health signed an MoU to expand access to renal care and dialysis services for patients suffering from kidney diseases.

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The partnership is expected to provide healthcare infrastructure, reliable medical equipment, experienced operators and long-term investment to strengthen the country’s capacity to deliver life-saving renal services.

Meanwhile, BII’s US$20 million investment in the IAF makes the UK development finance institution the latest Limited Partner in the fund.

BII and Africa50 also signed an MoU to deepen cooperation and identify opportunities for co-investment and further mobilisation of capital into African infrastructure.

The IAF invests in equity and quasi-equity opportunities across power, transport and logistics, water and sanitation, digital infrastructure and social infrastructure.

The fund leverages Africa50’s relationships with African governments, corporates and project developers to deploy capital into infrastructure projects with strong commercial and development potential.

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Leslie Maasdorp, Chief Executive Officer of BII, said the partnership would help mobilise additional capital into sustainable infrastructure across Africa.

“Africa’s infrastructure needs are significant, but so are the opportunities,” Maasdorp said. “By combining our expertise, networks and capital, we can help unlock investment that drives growth, creates jobs and improves lives.”

Alain Ebobissé, Group CEO of Africa50, said the new partnerships reflected the organisation’s evolution from a project development institution into a major infrastructure investment platform.

“Africa50 was created to develop bankable projects, mobilize finance for investments in Africa’s infrastructure and accelerate delivery,” he said.

According to Ebobissé, the organisation is now positioned to scale up infrastructure investment by translating the vision of African leaders into commercially viable projects capable of attracting capital from both African and international investors.

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The agreements were announced as Africa50 marked its 10th anniversary under the theme, “A Decade of Economic Impact: From Vision to Delivery.”

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MTN Engages UNILAG, YABATECH Students on Careers in Technology, Finance, Cybersecurity

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MTN Nigeria, leading technology company, recently hosted undergraduates from the University of Lagos (UNILAG) and Yaba College of Technology (YABATECH) for an immersive career engagement session, at the MTN Rooftop Plaza, Ikoyi, Lagos.

MTN Engages UNILAG, YABATECH Students on Careers in Technology, Finance, Cybersecurity

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The event exposed students to career opportunities across cybersecurity, finance, internal audit and forensic investigations while providing practical insights into the skills required to succeed in today’s workplace.

The session was designed to bridge the gap between academia and industry by helping students better understand the diverse career paths available within the telecommunications and technology sector.

The engagement brought together students studying Economics, Banking and Finance, Cybersecurity and Accounting, providing an opportunity to interact directly with professionals from various business functions.

Through presentations and discussions, participants gained a deeper understanding of the competencies, experiences and continuous learning required to build successful careers in a rapidly evolving business environment.

The engagement comes at a time when technology-related roles, including cybersecurity specialists, are among the world’s fastest-growing occupations, according to the World Economic Forum’s Future of Jobs Report 2025.

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During the visit, the students met with senior cybersecurity and forensic professionals who shared insights into their respective fields and discussed emerging trends shaping the future of work.

The sessions also highlighted the wide range of career opportunities available across different fields, demonstrating that success in the industry is not limited to any particular course of study.

Undergraduates were also introduced to the evolving nature of the audit profession, as data analytics, artificial intelligence and cybersecurity are becoming increasingly important areas of focus for internal auditors.

During a session on building a meaningful career in Internal Auditing, undergraduates were encouraged to approach their professional journeys with purpose, continuous learning and a commitment to personal growth.

The session emphasised that career success extends beyond securing employment and involves developing relevant skills, understanding one’s strengths and intentionally pursuing opportunities that align with personal values and long-term goals.

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Speaking during the engagement, Chief Internal Audit and Forensic Services Officer, Ibe Kalu Etea, represented by the General Manager, Internal Audit and Forensics, Wasiu Ibrahim, encouraged the undergraduates to remain open to opportunities beyond their academic backgrounds and focus on developing transferable skills. “Students can take any career path they want to. You can upskill and transition into a different career, even if it is not what you studied in school.

“Do not let your course of study determine your career path. Focus on building relevant skills, staying curious and continuously learning because opportunities exist across many fields,” he said.

The Undergraduates also participated in an interactive question-and-answer session, where they sought guidance on career development, workplace expectations and professional growth.

The initiative reflects MTN Nigeria’s commitment to nurturing future talent by connecting young people with industry leaders and equipping them with the knowledge, exposure and confidence needed to navigate their career journeys.

 

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