I was featured on the Entrepreneur Magazine February 2016

Are entrepreneurs born or made? A web design agency founder proves that the answer lies somewhere in the middle. Entrepreneurship isn’t easy, there is a good chance that you will fail a few times before you get somewhere.

The key is not to be deterred. Finding a viable business model can be tricky. The important thing is to learn from your experiences and apply what you have learnt to future endeavors.

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Bringing Art To Life, Venus Bambisa creates the stories and animations you see in adverts. This is an article about how I do my animations for BWD and our clients. Included is some information on how one can get into animation and what mind set you would need to keep yourself inspired to do great work.





Adriaan and Louis Groenewald, together with Richard Angus, introduce you to Bongani Gosa from Breeze Website Designers (BWD). Selling cow dung to make some cash during his school holidays is what drove Bongani Gosa to become an entrepreneur. He has tasted failure, but got up, dusted himself off and tried again.

This is Cliffcentral.com. At Sibanye Gold, we’ve come to realize that there’s nothing small about SMMEs, the small to medium-sized business employ millions of people and pay billions in tax every year, which is why we pride ourselves in providing support, leadership coaching, assistance, and advice to help grow SMMEs. You could say we’re giving them a golden opportunity to grow. Sibanye Gold, we are one. Cliffcentral.com.


Adriaan: Business master class at the moment here on Cliffcentral. I’m Adrian Groenewald, with me, Richard Angus, and then we have our panel. We’ve got a special guest today, Ellis Mnyandu, former editor of Business Report, now on his own, building his own future of business. This is very relevant in his life, maybe most of us to some degree. And then We have Michael Hinton, CEO of Finatix, also from USB. And, of course, Richard Angus.


If you want to join our live audience, which means you sit and listen to the Business Skills conversation and then you listen to the SME interview we’re going to have in a moment. And then we engage the live audience after that, where you stand a chance of pitching your business for 30 seconds. Then all you do is email Kevin@leadershipplatform.com. That’s two Ps in the middle of one word, Kevin@leadershipplatform.com.


Bongani Gosa, welcome.

Bongani: Thank you, sir.


Adriaan: It’s good to have you with us. Your whole stories probably great. But I love the way you describe the way you fell, I mean, you came down hard. And maybe you didn’t see the risks. Maybe you didn’t do a proper PESTEL analysis. But you got up, and that’s why you’re in the studio today. This is why you’re sitting here actually, not because you started a web design business and it’s going okay. What caught my eyes was the cynical negative side which you turned positive, and that was the fall.

So we’re going to talk about all that and more, a couple of general questions, because we feel you can assist our audience and all of us in the studio. And then let’s see if we can also see what you took away from the first half-hour conversation.


Richard, let’s take the man on a journey or he can take us on a journey.

Richard: Yeah, well, I was going to say perhaps we should ask Bongani to take us on the journey right from the start. I always like to allow listeners to get a sense of some of the stuff that I had a preview of. So, Bongani, tell us about those early days.


Bongani: Okay, early days started when I was around 16 years. So what would happen is that during school holidays, my parents wouldn’t give me pocket money.


Richard: Because you had so much of…


Bongani: No, their argument during school holidays is that, “You’re not going to school. You’re not going anywhere. There’s food in the fridge, so you don’t need money.” So that was a bit of a challenge for me. So what I also noticed is at the time, because I’m from a village in the Northwest called Magamonset [SP]. At the time, so…


Adrian: Called what?


Bongani: Magamonset. In Mafikeng, the Northwest province, yes. So at the time, people were struggling to keep their lungs clean. And my father Hazketel [SP], so a village North, “I could just take the dung, and then package this manure, and sell it to these guys.” So I had a problem, they had a problem. So if I fixed their problem, then my problem will be fixed. Because I’ll then have a bit of money in my pocket.

So what I did is I picked the cow dung in small money bags. So that was my samples. Because I couldn’t get big bags. So I’d go door to door.


Richard: I’m glad you stuck to small sample sizes. That would be a smelly business.


Bongani: Yeah. Then I went door-to-door, showing people my sample, telling them, “Okay, here’s the sample. If you buy, then I can deliver later.” And then that’s pretty much how tried…I did that over when I was 16 and when I was 17, so two years every time during the school holidays.

And then what happened was I matriculated. After matric, then I started IT. So after studying…while studying IT in second year, because I was studying…the [inaudible 00:04:00] that I was doing was software development. What I picked up with software development was that it’s not really possible to have a software development shop if you’re just one person. You would need something like a business analyst. You would need something like a project manager. You would probably need a couple of developers. I was just only one guy.

So I noticed that what I could do was website design. So that, I could do by myself. That’s pretty much where the whole website design idea came about.

What I then did is that during my second year, I read as much as possible around website design. What I also did is that I volunteered for the school newspaper to be the webmaster for the school newspaper. So by me volunteering at the school, then I got a chance to interact with the school’s webmaster. Then he showed me some stuff that was not necessarily taught in class. Because when you…sorry, during our diploma, I think we did web for like six months. So it wasn’t really a lot of time spent on it. It was just to familiarize ourselves with it. But the school webmaster helped me to understand.

So I volunteered second year, third year. Then I graduated. Upon graduating, I think I worked about maybe a year or two. Then I started my own business. So when the business started, I think I was very excited that, “Okay, this thing’s going to take off.” But what I noticed was just because you have technical skills to do something does not necessarily mean that you’re going to succeed in business doing the technical side.

Because I jumped in, I understood the technical side, but I didn’t understand the business side of business, that you need to be able to do sales; after sales, you need to manage your cash flow type of thing. Because the issues that…if your clients are taking long to pay you, that becomes a problem because your landlord is not interested in your story that, “Hey, this one…” No, no, no. They want rent. If you have a car…


Adriaan: They’re running their own businesses.


Richard: They’re running their own businesses, exactly.


Bongani: Yeah. If you have a car, the bank also doesn’t want to hear stories that you’re…the debit or the balance or stuff like that. So…

Adrian: And that happened with you, did it?


Bongani: Yes, yes. That…


Richard: So you went from being involved in web design to being a storyteller. Is that what you’re trying to tell us?


Bongani: Kind of. Kind of. So it all depends. So I opened the business. I bumped into a couple of situations where I couldn’t keep up with my ball. So I actually had to close shop twice. So this is actually the third attempt, if you want to call it that.


Adrian: How long has the third attempt now gone for?


Bongani: Third attempt…


Adriaan: How long have you been going now?


Bongani: Five years now.


Adriaan: Okay, is that the longest so far?


Bongani: That’s the longest.


Adriaan: So you are learning. Your trajectory is in the right direction.


Richard: So I would comment to say I think you can take the side of the almost ready to fail starter type of scenario, which normally if there’s going to be a failure, generally it happens in the first two years. I think at five years, you can put yourself a little beyond that point. So you’re not too big to fail. But you’ve at least crossed that first Rubicon of time that you generally experience.


Adriaan: Bongani Manure wasn’t a good business then. I guess you just got pocket money and nothing more. You didn’t decide to expand that.


Bongani: Well, the business…I wasn’t really making a lot. So I just wanted extra pocket money.


Richard: You just wanted to go to the movies.


Bongani: Yeah.


Adriaan: That’s brilliant. You must really want to be an entrepreneur guys. Ellis, if you want to.


Ellis: I was going to say, Adriaan, I’ve met a lot of web developers. But I’ve never met anyone that’s sold dung before.


Adriaan: And then become a web developer. They say all entrepreneurs must get down and get dirty.


Ellis: That’s right.


Adriaan: And that they must really…


Richard: Well I’m wondering what the connection is between the dung business and the web business.


Bongani: Yes.


Richard: We’ll find it before. Exactly.


Adriaan: So I mean, and I think there’s some important things that I want to just highlight in what you’re saying. I’m very interested with the fact that you went up there and you said to yourself, “Okay, I’m going to volunteer and do a piece of work for somebody to hone my skills.” Because I think that’s so important. People think that they can start up a business or start up with an idea and it’s going to go to instant invoicing and instant revenue generation. And in fact, “Excuse me, why are you not prepared to pay for my time?”

And I personally have spent a lot of time with people over many years where I’ve done things for people not expecting a payment but because I’m building a relationship with individuals and because I’m building a connection that will help my business in a wider platform and often because I believe it’s just the right thing to do.

So clearly you recognize that was an important thing.

The other thing that I just want to focus on is you started off in many of your falls, let’s call them the learning stages of going through two or three…two businesses into the third, is that you realized you were a technical expert but that you needed some groundwork in other elements of business. And we’ve talked about this before in the show of the technical experts starting a business. And the reality is that, let’s call it the innovator or the creator, has a certain role to play. The technical expert has a role to play. But there is also the element of the entrepreneur that has to come to the fore. And that’s the ability to sell, the ability to manage others, the ability to lead an organization, the ability to create the systems and processes that allow the business to function.

So just give me some insights into…you’re obviously, third-time lucky. You’ve now got a business that’s been going for five years. What are some of the things that you wish you had learnt, let’s call it, or knew in round one that if you had known them then you maybe wouldn’t be on round three. What are some of those, “Hey, I wish I’d done this, would have thought about that?” Hindsight is perfect vision, of course.


Bongani: I think the biggest one is pretty much mentorship. Mentorship is probably the most important thing that you want to get when you’re starting a business. Because when you start, the problem is you don’t know what you don’t know. When I jumped in, my thinking was that, “You know what? I did door-to-door sales when I was 16, so I know that I can sell.” I thought that.


Adriaan: You’re not scared at least.


Bongani: Yeah, I’m not scared to sell. So what I did is that then I went to the public phone, did cold calls. So people are scared of doing cold calls. I thought I could do it. I did it. But even though I was not scared to sell, the business is not just sales and technical, there’s different other issues that go in-between.

So I could say that the biggest thing is just mentorship. That’s the one thing I that I wish I knew.


Adriaan: Did you wish that you had asked for more mentorship, that you would have approached a mentor or two. Is that what you’re saying?


Bongani: 100%.


Man: Can I just ask a question on that, if you could unpack that. Because I think that’s very important. I think it’s partly what this show and this platform is about, to provide that guidance and mentorship. How do you think you should have approached the mentorship question?


Bongani: What I should have done, I should have went to any business person that I knew, even someone maybe that was running a that a tech shop or something, someone that has experience in business, and just sat with the person, and spoke to that person. And they told me how they did things.

Because what tends to happen is that, okay, let me put it to you this way. So I’ve been in business now for 10 years. The business turned 10 last week, Monday the 11th of January. What I’ve noticed when I look at how things have been unfolding is that business is fairly straight forward and simple. But it’s only straightforward and simple after you’ve failed a couple times and you see, “Okay, this thing is actually straightforward.” But the problem is when you don’t know, you don’t know, which is a [inaudible 00:12:16].


Adriaan: Did you have a network with you, or you were pretty much running solo?


Bongani: I was just running solo. My network was my peers, which didn’t help a lot because we knew the same type of things, which doesn’t help.


Richard: One of the things that I’ve often identified is that in a country like ours, the reality is that there are so many people that have such a wealth of knowledge. And often what happens is they don’t just put it out there and say, “I’m willing to share.” And then there are people that need the support but they don’t know who to approach and how to engage. And I think if there’s one thing that we can look at doing with the platform and what I’ve learned is that the principle of being able to…and we’re doing it right here with our live studio audience, is being willing to share and create those networks of trust that allow people to expand beyond, let’s call it the obvious, and the obvious mentors.

And in my experience, there are many people out that can actually help companies and individuals. And they’re willing to help. But often it’s just that good old, I’ll call it the match making of mentorship, just doesn’t connect. It doesn’t hit the road properly. And I think that’s also a function of our past. As a country, we don’t think of entrepreneurship as, let’s call it a core skill that we have as a country. We think in our corporate worlds and the world of employment.

I often wondered, if you did a survey of matriculants and you said to them…or maybe you go a little further back. You go to a grade 10 class and you say to them, “So, what do you think of your future? Where do you think your future’s going to be? What are you going to do?” And it would be quite interesting to see the blend of who turns around and says, “I want to run…I’m going to run my own business,” versus, “I’m going to go look for a job.” Because I think that drives where we’re at.

But let me just…I’m going to be the devil’s advocate for everyone out there and for yourself. I hear what you say about mentor. And I agree. But this principle of you don’t know what you don’t know, that is what makes someone jump. If you knew all the risks. If you knew the pain of cash limit. If you knew the real…the reality of running a little business and worrying at night that you can’t put food on the table and pay for the kids’ education. If you really, really knew all that, a lot of people won’t jump.

The fact that one is ignorant makes one take that step. So where do you find that balance between ignorantly thinking you can conquer the world, and jumping from your corporate job, and just going for it, versus doing a PESTEL analysis, doing a proper analysis of my environment, and seeing things that I should see, and getting good mentorship to educate me properly. Do you guys see what I’m saying? I really think that ignorance and just the dream pumping inside of you makes you actually jump.


Bongani: Yeah. No, true. I do agree that ignorance also helps with you jumping into the mentorship thing. Because what I’m also doing with a couple of friends and business associates is that in March, we’re launching a mentorship program. We call it Each One, Teach One.

So the idea there is to find entrepreneurs that have been in business for at least a year minimum, but full time. We don’t want chances that they are going to waste our time. So then we match them with one mentor. So it’s like high-quality type of mentorship. Because what’s happening is that the type of mentorship that’s out there, it’s like this group mentorship which doesn’t work. So this one, you will be you will be matched to a particular mentor.

At least if you’ve been in business for at least a year, you can ask questions that will help you. You’re not going to ask us stuff that’s on the internet that you can easily Google. You’re going to say, “I’m struggling with cash flow because of X-Y-Z.” Then someone will say, “Hey, what are your payment options.” And you say, “Maybe 50%,” they say, “Maybe change it to 70,” and stuff like that. Yeah.


Man: I think Richard mentioned a very important point just about where, especially young people, get lost and say, “I’m going to look for a job instead of starting a business.” And I think that pretty much talks to the conditioning that we as a society go through, especially at a young age, impressionable age. So it’s quite gratifying to see people who I knew have transcended that limitation which is imposed on you as a society.


Adriaan: It’s very inspiring. What about the analysis? Let’s just a little bit to the business skills conversation. Then I want to, Richard, we’ve got to analyze how you felt when your business failed. That’s not nice. Surely not, you felt…Let’s get to that personal side.


Richard: I was going to ask a question. I mean we talked earlier about the analysis of the environment. When you did your first startup, what did you see there? Or why did you do it the way you did? What started, what got you going? What did you see happening in the environment?


Bongani: I suppose when I started, because I’ve never actually written a business plan type of thing because I’ve never had a plan to get some kind of funding or to report some kind of investor. I just looked at the environment at the time. Because one of the reasons I studied IT, it was around the dot com boom. So IT people were making tons of cash. So I figured that, “You know what? The dot com boom is mainly affecting big businesses, but small business also want to go digital and to stuff.” So I figured there is a small gap there for guys like me that want to start. So I identified a gap and then I just improved myself with regards to the skills, then tried to fill that gap.


Adriaan: Okay. Now with hindsight being the perfect vision, if you look at your environment in that first business, what went wrong?


Bongani: The main thing that went wrong was cash flow.


Adriaan: All right. And what…because cash flow is a consequence. What drove the cash flow drying up? What was the driver?


Bongani: It was mainly, I think around that time I was either 22 or 23. So number one, it’s a little bit difficult to trust a 23-year-old. Because I think at the time, I charged five grand or something like that. It’s difficult to trust a 23-year-old with 5 grand, especially if he has a small business. So I didn’t have any credibility or track record. So people found it difficult to trust me at that time, at that age.


Adriaan: So it wasn’t necessarily a mistake in your analysis. It was practically back home. It was you, your lack of confidence maybe, credibility, experience, track record. That’s just a normal thing.


Richard: So if I can go to that, that’s in the world of social. That’s the social construct of…


Adriaan: Oh, good point.


Richard: Here’s a black 23-year-old.


Adriaan: Like, PESTEL, it’s the S.


Richard: Yes, it’s the 23-year-old black individual who started a business. “Can I give him five grand of my cash and trust that I’ll get the output?” Now that’s the reality. And I think in the world today, think of all the 23-year-olds that you know. Would you give them five grand of your cash?


Adriaan: Because if you were sitting with Michael and he said, “Right, let’s do a bit of an analysis. You want to go into business. You’re 22, 23. What do you want to do?” Am I right, Michael? That’s what you would say. Let’s look at the social, so technical maybe, economic, all those things, fine, fine. But let’s get to the social element. Will people trust you with no track record?


It’s like a youngster came to me and said, “I want to start a business where I help entrepreneurs network. And they get,” it’s kind of what you do now. And the person sat in front of me and they’ve never run their own little business. They’re working for a government institution. That was their first job. And I said, “Let’s just analyze socially what the acceptance would be out there for you to start helping entrepreneurs find mentors and network at networking events. Maybe you’ve got to first go and earn your bacon and then come back.”

I wasn’t doing a PESTEL. I wasn’t doing an environmental analysis. I was just speaking logic.


Richard: Adriaan, I think the question for Bongani is what is the differentiator?


Adriaan: Quite right. So Richard is saying a 23-year-old comes to you and asks you for five grand. “What are you doing that’s special about you. And why should I give it to you? Why shouldn’t I go with a developer that’s been around for 20 years? What is the differentiator?” And I think as Bongani said, he said, and this is what I tell people, with any decent business, you need three things. You need sales, or market sales and marketing, you need operations, and then you need a back end.

So I think where Bongani was saying, from a mentorship point of view, how much help can you get on all three of those? If he needs help on any of them, maybe he needs help with operations, or maybe it’s the back end, the admin, the accounts, the legal. And so that’s what a mentor can give you. But there certainly are things that a mentor can’t give you, and that’s the X-factor that Bongani’s got that is going to convince me to part with my money for this 23-year-old that I know nothing about, untested, untrained. But maybe I’ve got a gut feel. And that comes down to how well he sells the idea, the concept, and how well he can go through with it.


Man: So marking just on that point then, would it have made some sense to have had some sort of a plan? I mean, I’m not a big plan kind of a person. Because we know entrepreneurs, we have said, “Ditch the plan.” I’m asking this question because obviously with a plan, things like your USP come into play, your value proposition come into play. Is the USP aspect of planning vital in that regard?


Adriaan: I don’t think so at least. I think personally Bongani needs to have some kind of plan inside himself. But what might have been a nice thing for him to do is when he went to speak to his customers, to say, “This is my plan. Trust me. I’m a 23-year-old. I’m venturing out. I’m going for this. This is the plan. I’m not going to show you my 10-point business plan, but I do…I think that this is where I want to go.” And people will buy into you before they buy into a product. That’s what I believe.


Richard: Yeah, one of the interesting things as you engage in this world and look at your unique selling proposition as an entrepreneur is the reality, no matter which way it plays, you’re always going to have those, it’s called those external factors. Now, in your case, you obviously experienced that often, lack of trust, lack of confidence in you as a person, etc. However what…I mean you then did this a second time, okay, which means that you were willing to go through the, let’s call it the step of failure, and then step up to the plate a second time. What gave you the confidence to say, “Hey, let’s do this again. I’ve got this right.”


Bongani: I think what happened is that I kind of knew, because every time I failed, I could…how do you call it, I could see the light. But I was just a little bit far from it.


Adriaan: So the challenge was in the, let’s call it the near future. You could see the long-term view. Now…


Bongani: Yes, yes. I could see that I was succeeding but the challenges that rent was due, that I had to pay installment, insurance, and stuff. And so that’s what made my situation a little bit difficult.

And the other thing is that when it comes to…because I think the company’s called Breeze Website Designers, right? Which makes people think that all that we do is websites. We do branding as well. So branding, if you look at it closely, it’s not nice, let’s say a website, business card, and letterhead. It’s pretty much how you are perceived. It’s part of that branding that I struggled with when I failed the first probably two times. I didn’t brand myself properly.

So now I take that experience and then if one of my clients takes time to sit with me and chat, and then I’m not too sure about how they’re positioned. I’ll tell them that, “You know what? At the end of the day, you’re dealing with people here. So just get those people to trust you.” If you are putting up a dodgy website that you took from your phone, how is this going to get people to trust you? Can’t you just spend 1,000 bucks to get a decent photographer to take decent pictures? The 1,000 bucks is going to turn into 10,000 bucks.


Adriaan: We see a man with a bit of experience in life, eh?

Richard: And what I’ve found really interesting here is you’ve almost followed a bit of a pay-it-forward approach with your own business relative to your failures in the previous two instances to help your current client base. And there’s something really rich in that experience curve. And that, it builds trust. Because you’ve lived through it. So when you say to somebody, “Okay, hold on a second. Let’s understand how you’re going to build this image of your entity, and who you are, and what your brand stands for,” you’re actually referring…because you’ve got this internalized experience from the previous two failures.

And I think that something really rewarding to gain from that is to realize that in failure, there is success. Because you’ve now ticked the box and you’re able to move forward. And what’s more important for me is that you’re able to use that experience to assist others.

The other thing I just want to point out is you kept…you referred earlier to this, the newer elements were quite challenging, and you had failures, etc. But you always had this long-term picture that you could see out there. Now that is the principle of vision, okay?
If you’re an entrepreneur, you must have a clear vision of what you’re able to achieve. If you’re only worrying about the here and now and the immediate, the reality is that long-term visioning is what gets you through as an entrepreneur. If you’re only worrying about this month’s bills, and how many hours you’ve billed, and how many clients you’ve seen and have you sold, you’re really going to struggle to stay the road and stay the course.


Adriaan: It’s probably a balance between vision and desire, a want. Be it just, “I want my own business,” be it, “I want to have my own boat,” be it, “I want to…”, just whatever it is. And the vision, some people are driven very much by their purpose and desire more than the vision. Others, the vision is what draws them.

I know it wasn’t nice to fail. I know you didn’t enjoy it. So I won’t ask that stupid question. But are you glad you failed?


Bongani: Yes…


Adriaan: Honestly, are you really glad you failed?


Bongani: Yeah. I’m super glad that I failed, because I learned quite a lot. Because what’s happening now is that I’m running a marketing company. But I’ve never studied marketing at school. I’ve only been in class where they say, “Marketing A or marketing B.” I’ve learned it off the, I call it, let’s just say off the streets.

So now what I do is that I hire guys that have formal training when it comes to marketing. So where I’m lacking, they come in. So because when I’m sitting with you, let’s say when I’m sitting with a client, I’m talking, I talk reality. But you also need these guys that have their theories and their fancy ideas and stuff. So that’s where those guys come in, and they just help me to take the client’s business to a different level.


Richard: So as we close, just if I can ask you, can you give me three to five things that you go, “Hey, these are the things that I’ve learned that are super critical to the success of a business.” You’ve failed twice. You’re into business number three. You’ve got five years under the belt. You’ve learned principles like…and I’m hearing just on your last principle, a very important principle of “don’t be scared to employ people that are more educated than you.” They might not be more intelligent than you, but they are more educated than you. And I think that is an important lesson.

What are some of the other things that you can think of?


Adriaan: I like that he takes his piece of paper out, folds it. I remember interviewing Victor Hatfield [SP] and I asked him about his leadership philosophy. He took out a piece of paper, notes from a few years back, and he opened it up and he shared it with me. And I actually asked him afterwards, “Can I have it?” He said, “Sure, have it.” I should have sold it.


Bongani: I suppose number one is the thing that I mentioned, is get a mentor. Nothing can replace a mentor in your life. You don’t have to, like me, spend 10 years pushing and pushing, struggling. A mentor will take the 10 years and make it, if you’re lucky, maybe 5. So they’ll shorten your journey to success. So you need a mentor.

Number two is read, read, read. Because if you have a, let’s say, good mentor, the guy is probably busy. They don’t have a lot of time to sit with you and hold your hand and stuff. So you need to educate yourself quickly so that when you sit with that mentor, you ask educated questions. You ask question that can help your business grow, that can fast-track your progress. So you must read as much as possible. Read stuff on Entrepreneurship Magazine. Read stuff on Inc. Magazine. Read stuff related to your industry. Read stuff, I suppose most importantly, especially to a business person, read stuff on human psychology, how a person’s mind works. So yeah, that helps a lot.

And the other one is create processes. Because as soon as you start hiring people, what you’ll notice is that you start saying the same thing over, and over, and over again. And then in your head, you start thinking, maybe you’re crazy or something like that. But if you’ve written out the process, then you just say, “Guy, can you please just go through this document and do that stuff.” It tells him, “Step one, do X, step two, do Y, and Z.”

Because in our office, what we even have, we have a process for when it’s a person’s first day at work. We call it an onboarding manual, what needs to happen. So I don’t need to say, “Have you created a person’s email address?” No, no, no. It is there, on a document. Hey, “The lady’s name is Jade. She’s our account manager, the one that usually does our induction. Hey, Jade, can you just go through the induction manual?” Although she knows it, but she’ll still double-check, “Well, I’ve done X, Y, and Z.” And then she says, “Okay, I’ve done that.” And then there is no issue, there’s no confusion. You see what I am saying?

People, when you say “processes,” they think “complicated stuff.” No, no, no, processes create predictability. Predictability saves time. If you save time, which means you’re saving money. So you need to create processes for a company.

And then number two is volunteer.


Richard: That’s number four, I think.


Bongani: Oh, sorry, number four is volunteer.


Richard: We’re listening.


Bongani: Yes. Volunteer, you could say maybe networking, because people have a misunderstanding when it comes to networking. Networking simply means adding value to other people’s lives. Not meeting people and drinking coffee. So you need to volunteer and do stuff for free.


Richard: Okay.


Bongani: Yeah, because that’s where you meet people. And then after you’ve added value in someone’s life, they’re not necessarily going to repay you tomorrow or something like that, but they know that, “Okay, this person is resourceful. I want to work with this person.” So you just need to volunteer as much as possible.


Adriaan: Okay, so Bongani, our time is up. You probably have more points there and you might bring them into the conversation with SMEs. This is the part we’re really excited about. So they’ve done a draw out there with a live SME audience. There’s five or six of the individuals there who will have an opportunity to engage us. And they will pitch their business for 30 seconds and then ask a question or make a comment. And we’ll comment back to them.

We’ve got an incredible panel here. We’ve got former editor of Business Reporter, our special guest today. We’ve got Michael Hinton, CEO of Finatix and from USB. We’ve got yourself, Bongani Gosa, real entrepreneur, who’s failed, gotten up several times. Richard Angus, speaks for himself, CEO of finance team, been in big banking and everything else. And then me way in the background. Okay, so we’ve got really a great panel here. And just quick break and then we’re going to the live audience.

This is Cliffcentral.com. At Sibanye Gold, we’ve come to realize that there’s nothing small about SMMEs. The small to medium-sized business that employ millions of people and pay billions in tax every year, which is why we pride ourselves in providing support, leadership coaching, assistance, and advice to help grow SMMEs. You could say we’re giving them a golden opportunity to grow. Sibanye Gold, we are one.



We interview our ninja animation specialist Shivesh Boodhram and find out what he does at BWD.

Interviewer: Welcome to On The Couch. My guest today is Shivesh, Chief Animator at BWD. So Shivesh, what do you do at BWD?

Shivesh: At BWD I like to think of myself as an all-arounder, mainly because I do a variety of tasks. Those include graphic design, web design, video editing, and animation. But more importantly, troubleshooting. I believe that if you have the ability to troubleshoot and solve problems quickly, it is very valuable. I would say I spend about 60% of my time just troubleshooting.

Interviewer: What does a typical day for you entail?

Shivesh: A typical day for me varies, depending on the type of work I’m doing. If we’re doing a normal design job, it’s pretty much the same as any employee at BWD. So Jade, our account manager, will give me a brief. I’ll spend maybe an hour or two just planning and researching. And after that I’ll just get into designing. However, if we’re doing an animation job, I’m pretty much offline to the whole of BWD, except for [inaudible 00:01:17] because him and I just sit and we focus on animation. He kind of guides me on the look and feel, and we just go at it.

Interviewer: So it’s you two that handle the whole process. So what’s the process behind creating an animation?

Shivesh: The process behind creating an animated explainer at BWD starts off with the initial meeting with the client. After that we then send them an animated brief for them to fill out, and based on that we create a concept look and feel, along with a script. We then send that for approval. Once that’s approved, we start working on the storyboard and the treatment and send that for approval. Once that’s approved, we start working on the first draft.

Interviewer: So what would you say is the most important part of your animation process?

Shivesh: I would say the most important stage is the planning stage. There’s been days where I’ve spent almost three days just on planning, creating assets I need for the stalls [SP], the graphics, and all of that. And then just two days animating. And I find that I came up with an overall better production.

Interviewer: It’s quite interesting. Planning is very important. So I think the question on most of our viewers’ minds is why choose BWD?

Shivesh: In my opinion I would say that we put a lot of passion into our work and spend a lot of time internally reviewing our work. That means everyone in our office gets a chance to look at every piece of work. We get different insights from different perspectives. To me, I think that adds value because all of us are unique designers but equally talented.

Interviewer: So it’s a very democratic kind of environment.

Shivesh: Yeah, definitely.

Interviewer: All right. Well, Shivesh, thank you for your time joining us here on On The Couch. Join us next time with our guest, Gugu.


Dear Cathy,

When you do things from your soul, it pays off. This month, we at BWD are celebrating 10 years of helping our clients grow. And as we reflect on key milestones – we can state with pride that our history is a proud testimony of exactly that.


A decade ago BWD was a one-man band that designed websites only and I landed our first single law firm client – via a call from a public phone. Today, we are a full service digital agency that offers a complete range of digital communication services. We are also included in the Memeburn Guide to SA Digital Agency Landscape – a recognised industry platform that acknowledges and lists digital agencies that have made strides in the sector.



From originally operating in a garage, we now have offices in Fancourt Office Park, 12 permanent employees and an established network of specialist associates. We also have our own in-house photography studio – plus high-tech equipment and resources to produce corporate videos and animated explainer videos.


Our client portfolio not only boasts SMMEs and start-ups, but also a myriad of blue chip companies and conglomerates across all industries. This includes the likes of T-Systems, the University of Johannesburg (UJ) and the University of Witwatersrand (Wits).


Our road to success naturally had its challenges. But there were a number of highlights that made it all worth it. Allow me to share just some of the most recent ones with you:

  • In 2015, BWD’s videography work for UJ led to them scooping up a “Marketing, Advancement & Communication in Education (MACE) Award.”
  • BWD featured extensively in the media, including on television, radio and major publications such as Financial Mail.
  • I spoke and presented at leading industry conferences and events and even graced the stage alongside gurus like Arthur Goldstuck.
  • In July 2015, BWD launched its first Graduate Development Programme that saw five graphic design students get their very first taste of an actual business environment.


The latter means a lot to me, as I firmly believe that the knowledge torch you pass on – is the legacy you leave behind.


I am also of the opinion that I would not have made it this far, if it wasn’t for my mentors. For this reason I would like to pay it forward this year– by rolling out a new initiative named “Each One Teach One Foundation”. The programme will offer expert mentorship to SMMEs.


In hindsight, we have a lot to be thankful for and a whole lot more to look forward to. And it is all because of people and clients like YOU.


So I would like to take a moment to extend a heartfelt “thank you” to you – for being an integral part of BWD’s success story. And as we go forward, the most important question that still remains for us… is how can we continue to help YOU grow?


Bongani Gosa
Creative Director (Breeze Website Designers)
email: bongani@bwd.co.za
phone: 011 321 0193


Effective marketing is a persuasive tool that guides consumers to experience a sense of value for your product or service. It is a strategy of both analysis and application that figures out what consumers want and how best to supply them with it. Digital marketing manages this through digital media; the internet, apps social media, email and most electronic devices, often involving some element of measurable record on its effects. Print marketing engages with more traditional forms of communication such as newspapers or magazines, radio, TV and most corporate stationary items. A great marketing strategy favours neither digital nor print in isolation; here’s why integrating both will benefit your marketing campaigns.


Digital Marketing




Cost to Company


Digital marketing campaigns are often more cost efficient to implement; setting up a Facebook page, for example, and posting immediate content is free. Posts that contain mistakes or don’t do very well can be easily removed and replaced. The cost between sharing one flyer design online in comparison to printing 1000 flyers to be manually distributed is significantly different. Printed items are also often only printed in bulk pushing the cost threshold even higher.




Campaign Reach.


The ability to globalize content has become easier with the Internet and so a greater access to information for more people. This means that marketing efforts, shared online, have the potential to reach thousands of internet users across different time zones, in any country and across a variety of different access points or devices. This allows the awareness about your company, product or service expand to a wider audience, increasing your chances of success and positioning your company as a competitor against larger, well-known companies.




Feedback Happens in Real Time


Digital campaigns offer a multitude of ways to track how well you’re doing, when and why. Likes, shares, visitors to page, pay per click, subscription increases and conversion rates can all be tracked to tell you how interested people are in a product or service offering. These stats can help guide you to refine your marketing strategies; perhaps you’re marketing to the wrong age group or the campaign impact is reaching the wrong target audience. Customer feedback has become more immediate and more comprehensive in forums or comment areas, forcing customer service systems to operate faster and more directly to achieve client satisfaction.



Louise Hattingh Holdings (Pty) LTD and Buildingpackages4U Facebook cover images and ad campaigns




The range of formats that a digital campaign can be consumed is somewhat limitless, Given the integrated nature of the internet, your product or service can be exposed to users through social media (a tweet mention or a Facebook tag), email, a website link, popup ads or shared directly via messaging services straight to their personal devices, the best part of this process being that the users are engaged in executing and distributing half of the marketing elements for you.


Print Marketing



Business cards Vataki Consulting




While one can appreciate the rapidly moving, interactive and self distributing nature of the digital space, people are however creatures of physicality and are often more readily able to consume and relate to REAL things that can be held; and held onto. Think about how long magazines, business cards, catalogues and books tend to float around the house or in office waiting rooms? There is a sense of ownership that is implied when handing a consumer a printed piece of marketing.



Diphuti Company Profile


Bite Size


The irony of the digital formula is that the ease of access, immediacy and sheer volume of available information is that it has already begun to feel like an overwhelming and futile exercise of playing catch up. Social experiments like 99 Days of Freedom are testing how ‘life without Facebook impacts user happiness’. Content seems set to constant state of ‘refresh’ mode that a dose of printed material helps ground. An hour online can see the user having sifted through 20 brochures, leaving their brain to separate out and distinguish the information in each and hopefully remember it. A printed brochure becomes easily more memorable in comparison, it stands out automatically because it is presented as a single option.



Falia Projects and Industrial Supplies Company Profile


More Engaging


The medium of print has an inherent quality of forced or necessary contact because it is an object that will need to be held or opened in order to gain more from it. As an object, printed material also ‘lives’ in the same space as the consumer, unless discarded, there is an element of guaranteed interaction, as the consumer doesn’t have the option of closing one of 50 open tabs on an Internet window. The size, shape and texture of the document, the natural process of reading or viewing text and images off-screen will further add to a particular experience of the product or service by consumer.




Trust Factor


The distribution of printed marketing will often be carried out at a business meeting, by a brand ambassador, newspaper delivery service, shop assistant or teller. This means that the business card in your pocket, or that classy event flyer on your desk was given to you by someone you met, or spoke to, who considered you as a potential client, partner or customer. This connection with another person is what creates and instills a sense of trust in customers. The trust factor is also applied more liberally through print given the absence of potential viruses and spam that threaten or abuse user accounts and personal information.


Through recognising the strengths of both digital and print marketing strategies one can outline how each compliments the others weaknesses. A marketing strategy that clearly and correctly allocates the appropriate medium to the purpose and objectives of the strategy will be sure to create campaigns that generate measurable sales and success.


Breeze Website Designer (BWD) has earned stripes as a service provider in the digital communication space and this month marks their tenth year anniversary in industry providing value add driven solutions to clients such as T-Systems and the University of Johannesburg (UJ).


Apart from having done work that led to UJ scooping up the Marketing, Advancement & Communication in Education (MACE) award for videography in 2015, the agency has also established itself as a thought leader in the small, micro, medium enterprise (SMME) sector, published a number of articles as well as presented speaking opportunities at industry gatherings such as the 2015 Global Entrepreneurship Week, Digital Marketing ExChange Conference, SOS-Children’s Villages International Conference and Marketing Your School in the 21st Century 2015 Conference.


BWD is also included in the Memeburn Guide to SA Digital Agency Landscape – a recognised industry platform that acknowledges and lists digital agencies that have made strides in the sector in the past year.


At the helm is Bongani Gosa, Founder and Creative Director, whose journey with entrepreneurship spans back over fifteen years, and whose third shot in business now places his creative agency as a progressive SMME which has survived despite the many statistics that talk to the declining numbers of SMME participation in the South African economy.


The agency provides total communication services in digital marketing, from research and development of digital communication strategies to the engineering and roll out of relevant digital tools – to drive and support it. The company has fully fledged offices in Fancourt Office Park, 12 permanent employees, 6 temporary interns, an established network of specialist associates, plus an in-house photography studio and high-tech equipment and resources to produce corporate videos and animated explainer videos. Their client base ranges from start-ups, to blue chip companies and conglomerates across all industries.


“Our 10 year success story is one characterised by determination, disappointments, trial and error but most of all the untouchable determination to continue. It has not been an easy ride, much credit goes my competent, passionate and efficient team that I hand-picked to drive the agency’s vision forward. I have allowed myself to move away from the daily operations of the business to focus on the strategic direction and growth of the agency – therefore creating space for me to be on the business and not so much in it,” says Gosa.

Gosa states one of the biggest challenges faced by his and other smaller agencies is landing the business-to-consumer (B2C) clients as most of them prefer deploying the services of the larger agencies. “We pride ourselves for having demonstrated the ability to find ways to deliver in our business and that is to create business solutions that resolve our client’s business problems. Competition to gain consumer’s attention increases every day in our space and in the space of our clients. We guide our clients to be proactive in promoting their brands through responsive website designs that contain relevant, updated and interactive content for their audiences to increase their revenue”, elaborates Bongani.

In hindsight, Bongani says he would have invested more time and money into marketing and networking to avoid the first two business failures. “My first business idea came to me when I was 16-years old when I decided to sell dung, from my father’s cattle, to my neighbours and community to green their dried-out gardens and lawns. The notion of finding solutions for people’s problems has always been, and still remains, my drive for waking up in the morning to run this agency”.


With BWD he went for expert assistance to improve all business processes and implemented formal project management principles in every single aspect of the business to ensure optimal service delivery. He also constantly hires specialists in the various disciplines – that apply to a full service digital marketing agency. In addition, he spends a significant portion of the business budget on focused marketing and communication efforts.


Bongani’s battles would not have been so significant if he had a mentor. Today, he is passionate about sharing the lessons he learnt with other SMMEs as they are the engine of our country’s economic growth. And he believes that the lessons he personally learnt could be invaluable to other entrepreneurs who are also fighting for survival in the business jungle. “The knowledge torch you pass on – is the legacy you leave behind,” he enthuses.


In July 2015, BWD launched its Graduate Development Programme that saw five graphic design students from different schools gain their very first taste of an actual business environment. This initiative will now be rolled out every year. BWD is also rolling out a new business mentorship programme (NPO) in 2016 named “Each One Teach One” that that will offer mentorship to small business owners by those who are more seasoned in business experience. The idea was inspired by Bongani’s own struggles to establish himself as an entrepreneur for going on fifteen years.






motion grta-01

An animated explainer or motion graphic refers to a video that describes a company and its products or services in a couple of minutes. With an animated explainer you could potentially increase the number of clients or customers your company has and subsequently increase your profits substantially.

A motion graphic may be the best way of informing target audiences of who you are and what purpose you company serves. The motion graphics are specifically tailored to your company. This means that it will draw your target audience to your company. The visuals should be relevant to your target audience and their interest. If the target audience is attracted and drawn to the visuals you produce, they might be persuaded to investigate more, which could lead to them investing in it.

Attention Grabbing

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 It’s a known fact that Internet users often don’t stay on a page or read the content for that long. Statistics reveal that 55% of audiences spend an average of 15 seconds on a website. The difference (and big advantage) with having an animated explainer video is that it does not require users to read through content. You can get your message across and retain the interest of an audience more effectively. Users are only required to focus on the visual and audio. Users may sometimes find that reading copy requires effort whereas visual and audio content negates the effort in receiving information. The explainer video is an opportunity to present important messages and information in a more engaging and digestible format.

Placing an animated explainer on your landing page can be effective in grabbing the attention of most internet user. Almost automatically, users will be interested in your company and what it can offer them. An animated explainer is the easiest way for people to understand what you’re about. When an Internet user understands and can relate to your brand, it makes it easier for them to invest money into your company.

Retain Attention

An animated explainer not only grabs the viewer’s attention with moving graphics, but also keeps their attention for a prolonged period of time. If you share a story about your brand, that audiences can relate with, it humanises your company and this will result in trust being strengthened between the brand and the user. Taking into account the fact that internet users rarely focus for longer than a few seconds, companies need to invest in a mechanism that not only captures viewers’ attention but also informs them of your company’s product/service offering and background.

An animated explainer will capture a potential customer’s attention, retain it and relay information about your company in no more than a few seconds or minutes. A relatable story will capture their attention and their hearts. Capturing a customer’s heart will make them love your company and the next generation to come.

Increase Company Awareness

motion grta2-06-03

An animated explainer can help a viewer or Internet user understand what the company can do for them. Once people are aware of your company’s corporate identity (i.e. colours, imagery. etc.) and what the company is about (the purpose), it makes it easier for audiences to identify it. In a world where there are millions of companies, a custom animated explainer could be the best way to stand out and be discovered on the web. Whenever people see your company (or elements associated with the brand), they will easily recall it if they have viewed an animated explainer, which could elevate your company to a whole new level.

Humanising Your Brand

 Animated explainers can humanise your company, thus making it more relatable. A strong relatable story helps in influencing your identified target audience. The animated explainer will persuade a potential customer or target audience to invest in your mission, values, product/service offering and company vision. Animated explainers can speak to the hearts of the potential client. An animated explainer with characters that resemble your target audience will make it easier for potential customers to understand the story. This makes the animated explainer more convincing and relatable.

Other aspects can be included such as, placing the characters in scenarios similar to where your target audience would find themselves in. This will increase the videos relatability and assure potential customers that the company can be trusted. More trust equals higher investment.

 Establish an Online Presence

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YouTube is the second largest search engine in the world today (after Google) – a key reason why an animated explainer video makes sense. Posting your animated explainer on YouTube will increase the likelihood of your company getting noticed by potential consumers who are searching for products or services that you offer. With the growing number of social media platforms and blogs available for audiences around the world, you are presented with multiple avenues to promote your company and win audience attention using an animated explainer. The character and style of your video should be captivating enough that people will want to comment and share it.

In conclusion if you want to increase your profits and acquire customers that will return and love your company, an animated explainer is the way to go. An animated explainer will make your company relevant for this generation and the next. Get an animated explainer and stand out.




So, you have had your website online for a while now, but you are faced with a new challenge. Your website isn’t getting any traffic. If your website is not getting any traffic, it also means your business is not generating any sales from your online presence. So how do you solve this problem? How do you drive more users to your website?

There are a few techniques, which you can use to generate more traffic to your site. The following 7 tips will show you how:

1. Use Social Media

Facebook, Twitter and other social platforms are great promotional tools for a lot of businesses. We are living in the digital age and (depending on your target market’s online activity) social media could increase the number of people going to your site.

The key is to have constructive engagement (a campaign, competition or great sales promotion) with your audience on a social platform such as Facebook. This should include a call to action that leads them to your website.

If you have the budget, spend some money! Facebook and twitter campaigns are great at reaching audiences who have not liked your page yet. This is a good way to direct a customer or identified audience towards a promotion on your site.

2. Build an Email list

Building an email list is a great way to get repeat visits or new customers to your website. You can use a bulk emailing system as a means of communicating social promotions and driving traffic to your website. A newsletter is the most commonly used emailing promotion. You can create links which go to your website, promote new products or services, and inform audiences of activities currently taking place in your business. Be sure to have a newsletter sign-up on your website so people can opt-in for your newsletters.

3. Blogs, blogs, blogs


Blogging drives more traffic to your website. The magic behind blogs is the activity they generate on a website. If your site is recognised by a search engine, activity is what gets you to the top. The more active your site is, the easier it is to be discovered on a search engine. Blogging works well with social media – you can promote your blog on a social platform or even feature your blogs in a Facebook campaign. And mix it up! There’s no magic formula for successful content marketing, despite what some would have you believe. You can vary the length and format of your content to appeal to different kinds of readers. You can for example intersperse shorter, news-based blog posts with long-form content as well as video, infographics and data-driven articles for maximum impact.

4. Optimise your site for SEO

Ensure that your website is effectively optimised for a search engine to crawl your site. Don’t just focus on commercial intent keyword bases, but target long-tail keywords too. Long-tail keywords account for a majority of web searches, meaning that if you’re not targeting them as part of your paid search or SEO efforts, you’re missing out big time. Improving your search engine optimisation (SEO) will benefit your site substantially as it makes it easier for the search engine robot to crawl. Effectively SEO will mean that your website gets the highest rank possible on the search engine results pages (SERPs).

5. Partner with other brands and websites in your industry

Partnering with other businesses in your industry builds your online presence. This can be done in many ways – a few being:

  • having a link placed on other sites with audiences that also visit your website;
  • being featured in their blogs, articles or ads;
  • collaborating with another business in an online campaign; and
  • buying advertising space on another brands’ website.

These strategies are also a great way to drive more traffic to your site.

6. Consider Google Ads

Spending some money is a good investment for generating traffic. A campaign or on-going ad on Google is another good tool for increasing your website traffic. Simply having an ad is not enough however. There are hundreds of other companies who have bought ad space. The perfect headline is what will grab the attention of your target audience and get them to click on the advertisement.


7. Create a quiz, webcast or podcast

Create a quiz or some sort of competition on your website blog page and use Facebook to promote it. This will drive more users to your website.

If you are providing some sort of service, a webinar or podcast is a great way to present that project or distribute your knowledge and expertise. Make sure it is a topic that your prospective/current consumers would be interested in and want to watch. Keeping your audience engaged and interested is key in driving traffic to your site. Maintaining consistency with your podcast/webinar will also aid in driving traffic to your website. Inviting guests with a large social following to your webinar/podcast will also help boost your target audience reach.

Remember to keep in mind that the key to driving traffic to your website is about engaging with the audience and being active online – simply having a website is not enough to establish a presence on the web. There are many different avenues for audiences to land on your site – Google and other search engines are not the only way. Using other online platforms to promote your site will drive even more traffic to it.


For more information or assistance with get traffic to your website, feel free to contact BWD Advertising (BWD) or email info@bwdadvertising.co.za.



Whether you’re getting a designer to build your website from scratch or re-purpose an existing one, there’s a difference between a website that’s just going to hang around in the online vortex ‘looking pretty’ and one that’s going to WORK for your business to generate returns from the time and money you’ve invested in it. This isn’t to say that a fantastic layout, great images and easy interface aren’t going to grab potential clients in a snap; but a few small additions and tools are going to help your website find customers for you and hopefully keep them coming back.




At a basic level Search Engine Optimisation is a marketing tool designed to increase the number of visitors to your website by linking it to a certain list of keywords used to search for things online. This means that you can tailor your visitors based on your products and or services. For example if your company specialises in business consulting, users typing this into google search are more likely to see your website popup on the first page of suggestions for business consulting agencies. Sometimes even non related, popularly used keywords can also be used to redirect searches and produce the same results.

The way your site is structured, the type of content used, the way files are named and even links within your website all affect the way search engines are able to find you’re website and improve its search ranking.



Google Analytics

Once SEO has been implemented its often quite useful to track your websites progress. This can be done through a simple tool called Google Analytics.  The insights generated from your websites keyword statistics will help you understand what you’re customers are searching for and if those searches are successfully or unsuccessfully bringing new visitors to your site. For example if users searching for the your key word ‘web design’ and you’re interior design website pops up, they’re most likely going to get irritated with the search results and try another key word. Google Analytics will help pinpoint flaws in your SEO for you to then correct and turn searches into clicks.



Call To Actions

New visitors to your website will often need an extra push to hold their attention or get them to move through the site faster, this comes in the form of a series of strong ‘call to actions’. Most effective when used on a homepage slider or following a short  excerpt of information, call to actions give definitive instruction to the user, directing them to sign up, order now, call us and so on. These actions often result in lead generation as the user is directly interacting with the website and the business from clear instructions.  As a navigational tool, call to actions help the user do things like find out more or read about what we do.



About and Services Pages

This may seem like an obvious inclusion but a surprising amount of websites fail to ensure that a clear well written section is allocated to providing new visitors with a basic understanding of the business and its offerings, as well as how they are going to benefit them as customers. Having this information at the forefront of your site will give potential customers the further opportunity and incentive to do business with you.



Blogging and Additional Content

Blogs, downloads and signup forms are an effective way to keep existing clients interested as well as grab the attention of new visitors or potential customers. These strategies also allow your website to appear fresh and up to date; be it a monthly company newsletter or a weekly blog, people like getting free stuff and gaining access to content that’s going to help them in some way or other is going to add value to your business.




Client Carousels

You always want to put a stamp of verification somewhere on your website. This can appear in the form of a  client carousel or page. Word of mouth is a strong piece of advertising, if you can feature any big brand logos on your site or include some form of credible testimonial, people are more willing to work with you when an element of trust is involved.



Contact Page

Lastly, always include more than one method of contact on your site: an email address, office number and physical address with a map will make it easy for people to contact you and do business. Contact forms also help improve and manage customer service for existing clients and introduce a portal through which the potential client can immediately contact the company. If your site seems to be missing these details or doesn’t include any of the above strategies, it’s probably not working for your business or your pocket.