Many successful African businesses are losing potential deals not because of product quality or service delivery, but because their digital presence fails to reflect their growth, according to designer and strategist Great Opomu.

He says that while companies may be stable and respected, neglected websites silently discourage investors and clients.

“There’s a quiet contradiction I see across many African businesses,” Opomu said. “The company is stable. Revenue is consistent. The brand is respected. Yet the website feels frozen, not broken, just neglected. That decision costs more than people think.”

Opomu, the founder of WPFlat, a web agency that builds professional websites for SMEs and startups, says a website today is more than a digital brochure; it is a reflection of how a business operates and its readiness for growth.

“A website actively communicates how a business thinks about structure, systems, and growth,” he said. “It also determines which opportunities come your way.”

According to Opomu, digital trust is increasingly important in Africa. “Over 80 percent of business decision-makers research a company online before any engagement,” he said. “Before a meeting is booked, people are already forming opinions about whether your business is worth their time and money.”

He noted that the questions decision-makers ask are simple but telling. “Is this business current or complacent? Organized or improvised? Built to scale, or held together by habit? These judgments influence who contacts you, what deals you’re offered, and how much leverage you have in negotiations.”

For many businesses, he says, their website is the first real interaction potential clients or investors have with their operations. “Your website is often where big money decides whether to engage or move on,” he said.

Opomu explained that WordPress, which powers nearly half of all business websites in Africa, can support communication, content management, client interactions, and operational workflows. “It can make your business easier to work with. Yet over 60 percent of African SME websites haven’t been meaningfully updated in over two years,” he said.

While internal operations improve, he warns that businesses are sending the wrong signal externally. “While you’ve been building value internally, your digital front door has been telling a different story,” he said. “To serious customers and investors, your progress isn’t visible. That outdated website isn’t just costing you efficiency. It’s costing you deals.”

He also advised companies to treat website updates as an ongoing process rather than a one-off project. “The real question isn’t whether your business needs a new website,” he said. “It’s whether you’re willing to let an outdated one keep costing you money.”

Opomu added that for SMEs and startups looking to attract early-stage investment, credibility online is as crucial as financial statements or product-market fit. “Your website shows how seriously you take your business,” he said. “If investors can’t trust what they see online, they’re unlikely to trust your operations.”

WPFlat, Opomu explained, focuses on delivering websites that reflect operational maturity and support business growth. “We build systems, products, and websites designed for credibility,” he said. “It’s about helping businesses be seen the way they operate.”