Trini Business Still Lukewarm To Websites: 2013 Mid-Year Review

Halfway through the year now and the title says it all. In my opening Outlook For Trinidad & Tobago Web Design For 2013 article I gave my predictions for this year’s trends from where I sit and sadly I was right. I’m also in a better position now at this halfway point to make my calls for the rest of the year and I will call it like I see it. I say this because since the start of 2013 Forward Multimedia has been consistently at the top of Google search results for all major keywords and often at the number one position (and not by accident either) so the probability is very high that most of search traffic has come my way.

Here’s what I said and what actually happened:

I PREDICTED: More local businesses get websites but it will be slow— OUTCOME: TRUE

It’s not that Trini business owners don’t appreciate the value of having a website, it hasn’t been a priority for them and there’s a reason for that: Lack of belief that their website will bring in significant new business. They know that it will do some good but it appears that it’s not enough to warrant the investment of time and money so they focus on traditional (mostly offline) methods.

Outlook for rest of 2013: STILL SLOW

The reasons why are:

1. Lack of belief it would bring in significant business (main reason)
2. The cost/benefit perception is high cost/low benefit
3. Viewed as an expense not investment so $ better spent elsewhere
4. Plain cannot afford, just don’t have the money in their budget
5. Too busy running daily operations to devote necessary time for a website and do it right
6. Shortage of staff with ability for ongoing maintenance of website
7. Procrastination- will eventually get around to it mentality

If you ask any Trini business owner if a website is a necessity no one would say no. Statistically speaking one might even say nine out of ten Trini business owners feel that a website is an absolute necessity— and obviously that tenth person needs a good clout! But we delay, dilly-dally and put off getting one, and when we do, we let them languish and even have the gall to conclude that they’re not working.

I PREDICTED: Businesses on a budget will continue to use free DIY website services— OUTCOME: TRUE

I’m still seeing websites built on the free platforms like Weebly, using Go Daddy site builders etc., as business owners try to take the inexpensive (translation: cheap) route by bypassing professional web designers. I can’t say whether these websites work or not and perhaps they do but I seriously doubt it. Regardless, it’s not optimal and I don’t recommend them.

I PREDICTED: Facebook will continue to be the main tool for online marketing in Trinidad & Tobago— OUTCOME: TRUE

One of my favorite pastimes is looking out for and clicking on new Facebook ads just to ‘maco’. Yes, Facebook ads are a very popular and affordable but my observation is that many businesses fail to design a proper landing page, instead only directing to the website homepage or Facebook Page. No landing page = No Conversion.

Those with Facebook Pages in general have been doing a pretty bang up job with their social media marketing and many have got it down pat so kudos if this is you. The FB Page/website tie-in has been lackluster though as work needs to be done to have both work together.

I PREDICTED: More forays into local e-commerce but technical landscape remains the same— OUTCOME: TRUE*

Paypal still has it’s limitations and 2Checkout is expensive. My strategic partnership with First Atlantic Commerce for their payment gateway is the reason for the TRUE* as it’s now available for everyone when it was just for big corporate clients in 2012.

There’s always been heavy interest in local e-commerce as it’s the hottest topic read on my website but that’s where it ends. E-Commerce requires heavy financial investment and commitment and is only for the dead serious who are prepared to go all the way. It’s easier for established physical stores as they just need the online version of themselves but it still requires commitment few are prepared to give.

I PREDICTED: The Trini customer will continue to be disappointed by lack of quality websites— OUTCOME: TRUE

I hate to be absolutely right on this but it remains a fact and will continue for the rest of the year. The combination of few local web design companies with the requisite online savvy plus few business owners willing to invest in quality sites add up to this negative statement.

One last word…Expect more of the same

As they say in economics ceteris paribus (all things being equal), the rest of the year also looks to being more of the same. Barring something that really shakes things up and wakes up some of you then we’ll continue going poke á poke in typical Trini fashion with some glimmers in between. But at least there’ll be glimmers and I’m a glass half full type of guy.