Your website should be printing money!

Insight
It’s a typical Monday morning. You’ve barely had breakfast when your phone starts buzzing with calls, WhatsApp inquiries, and follow-ups from customers you promised to get back to last week. You’re drowning in admin work, and it feels like there’s never enough time to focus on the big picture, growing your business.
Now imagine a different reality. While you’re sipping your morning coffee or stuck in Lagos traffic, your website is out there working for you, bringing in leads, closing sale and handling customer inquiries automatically. Sounds too good to be true? It’s not.
This isn’t just a dream scenario; it’s what happens when you harness the power of visibility and automation. I’ve been on both sides of this journey. Scaling Zozzah was overwhelming until we cracked the code. Our website became more than a digital presence; it became a money-printing machine. Today, I’m here to show you how your business can achieve the same transformation.
Why most Nigerian businesses struggle online
Let’s face it: most Nigerian businesses treat their websites like an afterthought, what I call a glorified business card. You’ll find a ‘Contact Us’ page and maybe a product catalog but the site isn’t doing anything to drive growth. Many of us focus all our efforts on social media, thinking it’s enough but here’s the harsh reality:
Your business is invisible:
People are searching for your services right now ‘top caterers in Lagos’ or ‘affordable event planners in Abuja.’ If your website isn’t optimized to show up on Google, you’re losing out to your competitors.
Credibility is on the line:
Nigerians are discerning customers. A strong online presence signals professionalism and reliability. If your website looks outdated or hard to navigate, people will question whether you’re the real deal.
Social media alone won’t cut it:
While Instagram and Twitter are great for engagement, they’re not designed to close sales or build lasting customer relationships. A website anchors your brand and ensures that traffic converts into paying customers.
My wake-up call
When I launched Zozzah, I was in over my head. I was the marketer, the customer service agent, and the accountant, all at once. Leads would slip through the cracks because I simply didn’t have the bandwidth to follow up with everyone. It was exhausting.
One day, a customer inquiry came in at 11 PM. I missed it because I was asleep and by morning, they’d gone with a competitor. That was my breaking point. I knew something had to change.
I decided to invest in two things:
Building a professional website.
Automating as many processes as possible.
Within months, everything shifted. Our website started ranking on Google, inquiries doubled, and automated follow-ups ensured we never missed a lead again. I could finally breathe and focus on scaling the business.
What does visibility mean?
You’ve probably heard the phrase, ‘Out of sight, out of mind.’ In Nigeria’s VERY competitive business environment, this couldn’t be more accurate. Your business needs to be where your customers are and in their faces online at every given opportunity.
The high cost of staying invisible
Missed opportunities:
Every day, people search for solutions to their problems. If you’re not showing up, someone else is getting the business that could’ve been yours.
Lack of trust:
A business without a solid online presence often feels shady or unprofessional. Nigerians are skeptical, and your website is the first place they’ll check to see if you’re credible.
Limited reach:
Social media platforms come and go, and algorithms change all the time. A website is your home base—a place where you control the narrative and capture long-term value.
The indespensible remedy
Running a business in Nigeria is no small feat. Between erratic power supply, endless traffic, and high operating costs, it’s easy to get overwhelmed. Automation is the lifeline every entrepreneur needs.
Here’s What Automation Can Do for You:
Instant customer support:
Having a chatbot on your website that answers questions instantly, even at midnight. Nigerians love fast responses, and a chatbot ensures no inquiry goes unanswered.
Automated follow-ups:
When someone fills out a form on your website, they automatically receive an email with pricing, next steps, or a thank-you message. It’s like having a sales assistant who never sleeps.
Streamlined customer management:
Tools like HubSpot and Zoho CRM help you track every interaction with a customer, from the first inquiry to the final sale. This ensures no lead falls through the cracks.
What makes a website a money-printing machine?
It’s not enough to just have a website. For your site to work as hard as you do, it needs to have certain elements in place:
- Clear call to action (CTA):
Every page on your site should tell visitors what to do next, whether it’s ‘Book a Consultation,’ ‘Request a Quote,’ or ‘Shop Now.’ Don’t leave them guessing.
- Mobile optimization:
In Nigeria, most people browse the internet on their phones. A website that isn’t mobile-friendly will drive potential customers away faster than bad customer service.
- Fast load speed:
If your site takes longer than three seconds to load, people will leave. Nigerians aren’t known for their patience when it comes to slow websites.
- Engaging content:
Your website should tell your story in a way that resonates with your audience. Use high-quality images, simple language, and clear, compelling copy.
- SEO optimization:
SEO (Search Engine Optimization) ensures your site appears when people search for services like yours. Use the right keywords, write compelling meta descriptions, and create valuable content to rank higher on Google.
The 4 steps to transforming your website
Now that you know what’s possible, here’s how you can get started:
Step 1: Build a professional website
Hire a developer who understands design, user experience, and SEO. Your website should look clean, load quickly, and be easy to navigate.
Step 2: Invest in automation tools
Start with a CRM system to track leads and automate follow-ups. Add chatbots and automated email responses to handle customer inquiries efficiently.
Step 3: Optimize for visibility
Do keyword research to find out what your customers are searching for. Create content around those keywords and claim your Google My Business profile to boost local SEO.
Step 4: Monitor and improve
Your website is a living thing. Regularly update your content, monitor analytics, and tweak your strategy to stay ahead of the competition.
The Big Picture: How visibility and automation work together
Think of visibility as getting your foot in the door and automation as locking in the deal. Together, they create a seamless experience for your customers while freeing you to focus on growing your business.
Your website, your greatest asset
If there’s one thing I’ve learned from building Zozzah, it’s that a well-designed, optimized website is the best employee you’ll ever have. It doesn’t sleep, it doesn’t complain, and it works tirelessly to grow your business.
So ask yourself: Is your website working for you? If not, it’s time to make a change. The tools and strategies are right here, waiting for you to take action.
John Akande, Director, Zozzah. Credit: Zozzah
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