Your website is a vital piece of the marketing puzzle for your company. It is the one spot that your clients can see what you have to offer at any time of the day.

You need to grab your user’s attention with your website and keep them interested. Here are a few tips on how to represent your company through your site.

1. Plan your site

Your first step towards branding your site is to decide how you want it to look. Study the message you want to convey and see how your products will work to present this. Estimate how many pages you will need, if you want one for products or if you want several to display each item that you are selling.

Also Read: 5 branding mistakes that startups should look to avoid

You might consider adding a blog to keep your customers up to date with what you are promoting or releasing. Gather images that you want to display and decide where you want them to go.

2. State your name

Another important thing to consider as you are plotting your site is what logo you want to portray. The logo is what people will associate your business with so you want it to look clear, crisp and professional.

If you have experience with graphic art, you can design this on your own. However, this might be something you want to hire out to be done.

Also, get the feedback of your employees and associates on what they think of the final image. This is something that will reflect your company for years to come.

3. Show your colours

The shades of colours you use on your website can affect your client’s interest in what they see. You will want to use the brand colours you associate with your company.

Also Read: The A,B, and C of startup branding

Use tones that elicit the emotion you want your customers to feel when they think of your company.

You should also pick colour schemes that match the photos you want to use. Whether you are using bulma css or a template, you should easily be able to set the shades that you want. Have others look at the test of your site to gauge if they are acceptable to what you have chosen.

4. Keep it the same

You want to use the same font and styles throughout your website. This should flow from one page to the next. Varying font styles and layouts can confuse your customer and make them lose interest in your site since they are having trouble following along.

Lay your landing page out and change the fonts until one works for you then stay with that through the entire project. You should also try to place your logo and comparative graphics in the same spot on each page.

Having them scattered from one page to the other can be distracting for your client.

5. A picture says a thousand words

Gather together images that give a clear and beneficial representation of your company and the products you advertise.

You will want to find professional shots that are clear and easy to see instead of those taken with a cell phone or personal camera that could be blurry or pixelated.

You should also look for pictures that show a sense of happiness either from customers or your staff. This will encourage the customer looking at your website to want the same happiness and then purchase your product. Sort them by order of the page that they will go on and then arrange them on that page. 

6. Let the world know

Once you have developed your website and it is published, reach out to your current customers to let them know that it is live.

You can reach them by sending an email to your email list or by posting it on social media.

If you let them know electronically, be sure to add a link to your site so they can access it easily. You might also encourage them to forward the link on to family and friends so that you can attract new clients to your business.

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Image Credit:  Brad Neathery

This article was first published on October 14, 2019

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The fintech revolution isn’t just about technology. It’s also about inclusion and empowerment.

This is because fintech companies exist to give customers a better and fairer deal than is available from longer-standing legacy financial services firms.

But for this to truly work, it must include all customers. A nation’s economic strength hinges on inclusivity because greater social inclusion means increasing the productive capacity of the entire population — not just a select few groups.

So, financial products and services that embrace the diverse needs of all citizens — including women — are needed to unlock the full potential of any economy. 

And we’ve already seen evidence of this here in Singapore.

According to the World Bank, 96.3 per cent of women and 99.7 per cent of men in Singapore had a bank account in 2017 — higher than in both East Asia and Pacific and other high-income countries. This might explain why Singapore remains such an economic powerhouse, boasting one of the world’s strongest economies and the highest gross domestic product in the region. 

It also makes this year’s UN Women‘s International Women’s Day theme, “Invest in Women: Accelerate Progress,” exceptionally relevant to the constantly-fundraising fintech industry. 

So how can fintech continue driving the financial inclusivity charge?

A woman-led approach creates fairer outcomes

Women are more likely than men to start a business so they can make a positive impact on the world, according to the US Trust Insights on Wealth and Worth. 

Global Women’s Entrepreneurship Research also shows women are more likely to create social ventures rather than only economic ventures and pursue environmental ventures rather than economic-focused ventures. This is because “women tend to prioritise social responsibility, community involvement, and diversity in their businesses, which can lead to a more equitable and sustainable future for all”.

So, it makes sense that women-led fintechs are more likely to offer customised solutions to address the specific challenges and requirements of otherwise disenfranchised groups. They also often focus on bringing individuals, households, and businesses previously excluded from the traditional financial sector into the financial system. 

This inclusive approach enhances the financial literacy, confidence, and overall well-being of women and other minorities, ultimately contributing to their economic empowerment and creating a virtuous cycle.

As more women are included in the fintech sector as entrepreneurs, innovators, and leaders, the businesses they run also then go on to hire and promote more women and other diverse staff. 

This, in turn, allows the businesses to benefit from a broader range of ideas, solutions, and market insights, greater innovation and wider market reach, higher innovation, greater competitiveness, and expanded market opportunities, leading to sustained economic growth and prosperity for more people. 

Investing in women makes a whole lot of cents!

Also Read: #She27: Celebrating 27 women shaping the future of tech

From boardrooms to startup incubators, I’ve had the privilege of working with women who are reshaping the financial landscape — not just for women, but for everyone. 

Below are some examples of these wonderful women.

Wellbeing relief in a world of stress

Employers globally are increasingly recognising the link between wellness and productivity. However, many lack the necessary tools and expertise to support their employees.

Enter CHOYS, a Singapore-based SaaS insurtech platform for corporate employees in Southeast Asia, established in 2022 by Sharon Li and Vanessa Chen. 

CHOYS enables organisations to support the physical, mental, social, and financial needs of their employees and make work life “more meaningful and humanised” through well-being tools and a data-driven platform. 

Growing up in a male-dominated society, Chen points out that being a female founder was actually incredibly helpful in building a product with social impact.

“Social impact is the most important feature CHOYS customers and users engage in,” said Chen. “It is a great way to improve their own holistic wellbeing. The workplace is also going to have the greatest impact as a stronger social pillar.

“But after years of observations, I definitely notice the flaws of a homogeneous leadership team. As a result, I know exactly what female entrepreneurs like myself bring to the table, such as sensitivity to team dynamics, diverse perspectives, and greater understanding of customers.”

Co-Founder Li reiterates this notion, adding, “Kindness is being built as the core of our business. We also see the new generations of CEOs and leaders envisaging future success as not a zero-sum game: they lift each other and embed this mindset as part of their ecosystem and technology. They care about the social impact of their business and the sense of belonging of their people.”

Last year, via the Fintech Nation Fund, we were excited to be part of a US$1.1 million seed funding round that will help CHOYS with its go-to-market strategy across Southeast Asia and bolster its product development initiatives. 

When asked her advice to other female founders looking to expand similarly, Chen advised, “Be more daring, know your own strength well and continue working on it day by day.

Also Read: The climate change and gender equality connection: How to support underfunded women-owned business

“Growth is painful and does not co-exist with comfort. But you can learn to enjoy the pain and try to have as much fun along the way as possible.”

Li also added, “There is no such thing as the right time in life. My advice would be to begin by thinking about the smallest action you can take each day – starting from today – to validate your idea with potential customers. 

“Trust the process and remember, as your knowledge and experience grow, share your insight and learning with others so we can grow together as a community.”

Community-based solutions in a gig economy

Looking to a different type of ‘workplace’, the rise of the gig economy across Asia has brought a whole new form of flexible work. This can be particularly beneficial for women with caregiving responsibilities or other commitments. 

So, it follows that increasing the income of gig workers can directly contribute to financial empowerment, stability, and independence for women. 

Yet financial service providers frequently overlook gig workers, resulting in long-term economic challenges and restricted access to vital services, according to Maria Antonia Hoyos, Co-Founder alongside Maria Andrea Prieto Sarabia of gig economy financial superapp GoNsave. 

GoNSave utilises data analytics and AI to enhance gig drivers’ earnings by up to 35 per cent weekly through a recommendation engine.

According to Hoyos, having women at the helm of fintechs like hers is critical for building financial inclusion, “Women often have different experiences with financial services, and having the ability to influence the design and delivery of such services allows for a more inclusive and comprehensive approach. 

“Diversity promotes innovation, and by incorporating a broad range of experiences and viewpoints, we can create more comprehensive and user-friendly solutions.”

This might explain why Hoyos is so bullish on the growing need for women leading fintechs in Asia and beyond.

“The future looks bright for women-led fintechs,” said Hoyos. “As the industry continues to evolve, we can expect to see more female leaders founding their fintech ventures. This transformation will bring diverse perspectives to the forefront of financial innovation, leading to more inclusive and empathetic solutions. 

“We can look forward to a surge in fintech products that are tailored to better understand user needs, particularly those of underserved communities. And the sector will shift towards greater collaboration, with a stronger focus on community-driven goals and sustainable development.”

What a bright future that would be, indeed!

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Southeast Asia’s online used car platform unicorn, Carro, has acquired Beyond Cars, a used car platform, to expand its business to Hong Kong.

The terms of the deal remain undisclosed.

Singapore-based Carro will work towards expanding Beyond Cars’s network of partnerships and further developing ancillary services across insurtech, financing, and aftersales in Hong Kong.

It is looking to accelerate Beyond Cars’s growth, with an expected over 50 per cent Compound Annual Growth Rate (CAGR) in the next three years.

Also Read: Carro becomes unicorn following US$360M Series C raise, plans to go public in 18-24 months

Carro’s data-driven platform and its full-suite tech — including proprietary technologies and Al capabilities across pricing, inventory management, and inspection processes – will be integrated into Beyond Cars’s platform.

Beyond Cars co-founder and CEO Garry Yu and COO Luke Yip will continue to helm the business with the team in Hong Kong. Yu will report directly to Fong Hon Sum, Carro CEO of International Marketplace.

With Hong Kong under its belt, Carro is now present in seven markets, including Singapore, Malaysia, Indonesia, Thailand, Japan, and Taiwan.

“We see huge potential in Hong Kong in the coming years,” said Carro Co-Founder and Group CEO Aaron Tan. “Beyond Cars is one of the rare and leading players leveraging e-commerce channels and technology in Hong Kong’s used car market – already we’re definitely seeing a shared strategy and alignment in business goals.”

Founded in 2016, Beyond Cars provides consignment services, dealer financing, hire-purchase financing, and insurance services, in addition to providing a platform to buy and sell used cars. The company claims to have been profitable for three years.

Hong Kong is seeing strong demand and hype for electric vehicles (EVs), partially driven by the government waivers and its pledge that the registration of petrol cars, including hybrids, will not be accepted from 2035.

Also Read: ‘We aim to transform car ownership through our 360-degree approach’: Carro Founder Aaron Tan

“The high penetration of EVs in Hong Kong will enable us to further enhance our pricing algorithms and provide end-to-end solutions tailored to EVs,” added Tan. “With an already strong relationship with multiple global EV manufacturers and the capabilities to inspect, service and maintain vehicles, we also want to take our expertise to Hong Kong and become a trusted choice for consumers looking for pre-owned EVs that are as good as new.”

In 2021, Carro raised US$360 million in a Series C funding round led by SoftBank Vision Fund 2, making it Southeast Asia’s first automotive marketplace unicorn. Prior to this, Carro bagged a US$110 million raise in debt financing last year.

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Expanding business abroad is a multifaceted, demanding process. But, if done right, it can reap incredible results, expanding your clientele, making your brand independent from your home country’s sales cycles and market fluctuations, and extending your products’ market life.

Your first thought might be a bordering nation, which is reasonable, since distribution costs might be relatively low, and cultural exchange between your home country and this prospect might make marketing, sales, and creating a new working environment that stands by your brand, easy.

But not so fast.

While these factors are, undoubtedly, very important, successful expansion relies on throughout market analysis.

Besides factors such as legislation, infrastructure and general cultural climate (which are best compiled and evaluated with the help of Analytic Models such as PESTEL), your main goal should be understanding if there is a gap between offer and demand that your products could fit into.

Once you know that’s the case, it’s time to evaluate where you stand, compared to your competitors: Analyze your comparative weaknesses and strengths, review and reaffirm your value proposition, have a clear picture of who your early adopters would be.

Garner all the information you can from government websites for foreign investors, third-party researcher & consulting firms (all the better if they’re specialized in your industry), keep up with the financial news of your target country, and network with potential allies from your target country/region – and with potential staff.

Also Read: 4 ways to know when its time to move on from an idea, project, or goal

Even with a financial situation that seems to invite growth, a clear market gap, an extraordinary workforce, investment opportunities, a comparatively strong offering, there’s something you shouldn’t forget about:  the role cultural differences might have. However subtle, they exist, and they might make or break your expansion.

Language and culture are as important as market conditions and regulation

Advertising might seem like an afterthought, something to explore later on when you’ve acquired some basic understanding of your market. But actually, as Tri Nguyen, CEO of Network Capital Funding Corporation recently explained in an interview:

“When you are thinking about expanding into new areas, the first thing you need to do is to determine how to specialize your advertising for your new market. If you can’t convey the benefits of your product or service to residents of a new region, you’re going to struggle to make it. Be honest about flaws and strengths as you consider the message you will be conveying to a new area.”

Language is your greatest vehicle to address, engage and establish strong bonds with your new target audience. Be mindful of linguistic differences, and don’t hesitate to look for professional assistance.

Since 87 per cent of non-English speakers won’t give their time or attention to a website that’s not in their native language, properly translating and adapting (or as it’s called, “localizing”) your brand, website and products is a must.

In an interview about the Brazilian marketing agency’s expansion plan, RD’s CEO and founder, Eric Santos addressed the need to be versatile and open to  the specific needs of international clients:

“Companies expanding internationally also tend to shoehorn clients into their model, by forcing them to pay with international credit cards, offering contracts and customer service in English only – they basically say you have to deal with all that. This is the way most companies behave, especially American, when they enter a market like Brazil”.

But language and culture aren’t important just for marketing or sales purposes. Establishing, operating and growing in a new location will involve processes deeply entangled with language, from presenting documentation in the State’s official language to negotiating with potential partners. Make sure you can rely on a localization team, a legal translation agency and eventually, a specialized business interpreter.

Should you go global?

As explained above, going global is a multidimensional process, requiring research, planning, external assistance, patience and commitment.

Also Read: 3 easy ways for startups to attract global customers

For mid-size or small size businesses already thriving in rich, large and diverse markets (such as that of the United States), there might be plenty of room to continue growing locally. But expanding a business beyond its original borders unleashes an even greater potential for further growth.

In the end, 96 per cent of consumers live outside the United States.

Going global might be complicated, but it’s worth it.

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Editor’s note: e27 publishes relevant guest contributions from the community. Share your honest opinions and expert knowledge by submitting your content here.

Join our e27 Telegram group here, or our e27 contributor Facebook page here.

Image Credit: Kyle Glenn

This article was first published on October 12, 2019

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Creating a website takes a lot of effort and once it is done, then you expect a flow of continuous visitors to it but when it does not happen, you may feel disheartened.

Do not be surprised, this happens with every new website. Most people do not get it right the first time hence go through your site to understand what is repelling your visitors. 

We have listed here a few reasons why users are leaving your site.

1. Displaying advertisement in the centre of the page

Ok, let me get this straight, the reason you have a website in the first place is to generate revenue and displaying any ad at the centre of your page will gain maximum user attention but think from the perspective of the user. Who likes to come to a site which displays an ad at the centre of the page rather than focusing on the content?

Sites interrupted by ads have a high bounce rate as many users assume that the site is spam and they immediately leave it. Do use advertisements to earn revenues but always display ads in the sidebar or bottom of the page. This makes the site look trustworthy and the chances that they engage with the ad displayed increases.

2. Slow-loading website

It goes without a doubt that a slow site delivers a bad user experience hence I am not going to discuss this any further.

Choose a hosting which is fast and make sure not to go for shared hosting as it may slow down your site.

3. A complex website which is difficult to navigate

Keep in mind that only technical people do not use your site but people who are not so computer friendly may also visit your site hence adding too many complex components is only going to confuse them.

Being creative with your website is great but do not change the primary site layout and stick to the basics as people who visit your site are more interested in the information and would not want to spend time understanding how to navigate within your site.

4. Auto-playing videos

Have you been to a site recently where suddenly you hear a video playing somewhere on the page? My first reaction is to just exit the page immediately as I do not want to watch a video which I did not choose to play.

Most users have the same mindset hence do not force a video to play when a user lands on a page rather let them choose if they would like to see it or not.

5. Using stock photos

Stock photos have become too generic as every other site is using it and speaks nothing new about your business.

Images are a very important part of your website and if you use stock photos, there is nothing unique about it hence hire a photographer for a day or two and get a personalised photo shoot done for the website for it to look more professional.

6. Ad copy doesn’t match the landing page

If your ad on SERP (Search Engine Results Page) says that first-time customers will be offered free product and when they visit the landing page, the offer changes to free shipping for a first-time order, your visitors may get annoyed and leave the site immediately.

Do not try to clickbait visitors as they will not trust such websites. The ad copy should match with the landing page or else the bounce rate will go up.

7. Forcing to fill-in information

To improve email marketing, websites aim to get the users to subscribe to the site and many use tactics such as offering freebies so that people sign-up but there are also sites which pre-check the sign-up option so that the users get subscribed to the email listing while opting to get the freebie.

Also Read: 5 features to enhance user experience of your online marketplace

As per the General Data Protection Regulation (GDPR), users get to choose how they wish their data to be handled hence tricking them into giving your personal data is a big no-no. Data Privacy experts at Siteimprove suggest that let the users choose if they trust you enough to share their information and if they do, then make sure that your data privacy and security is up to the mark.

8. What you do is not clear

You are clear in your head what you do but your visitors do not, hence as soon as they land on your site; you need to display this information clearly. The best way is to put in maximum information about what you do above the fold.

If the users need to scroll down too much to understand your business, they may leave your site soon.

9. Annoying pop-ups

Pop-ups are annoying, be it for getting more subscriptions or displaying ads. People use pop-up blockers as they do not want any interruptions while they are on a site hence why annoy your potential customers?

Just avoid using any pop-up on the page and even if you do, change the setting such that it appears only when the user reaches the bottom of the page.

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This article was first published on October 4, 2019

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