In this interview with JUSTICE OKAMGBA, the Chief Executive Officer of Dleading Web Design Ltd, Micheal Adedapo, warns that Nigerian businesses risk losing credibility and growth opportunities if they rely solely on social media instead of owning and managing their own digital platforms
How critical is digital presence for businesses in Nigeria today?
Digital presence is no longer optional for Nigerian businesses; it is now a necessity. The way people find and trust businesses has changed significantly. Previously, customers relied on physical location and word of mouth, but today, the first thing most people do is search online. If your business is not visible online, it simply means you are invisible to a large number of potential customers.
In Nigeria, where smartphone usage and internet access continue to grow, digital platforms have become the new marketplace. Whether it is a small business owner or a large company, having a strong digital presence helps build credibility, attract new customers, and compete effectively. A business that is active online appears more trustworthy and accessible compared to one that is not.
What are the common online mistakes SMEs make?
One of the biggest mistakes small and medium-sized businesses make is treating their online presence as an afterthought. Many businesses open social media accounts but do not manage them properly. They post inconsistently, lack clear branding, and fail to communicate their value effectively.
Another common mistake is focusing solely on selling without building trust. Customers want to understand your business, see proof of your work, and feel confident before making a purchase. Businesses that only post prices without educating or engaging their audience often struggle to convert followers into paying customers.
Additionally, many SMEs ignore the importance of having a structured platform like a website. Relying solely on social media limits their growth because they do not fully control those platforms.
Are websites still necessary for businesses in the era of social media?
Yes, businesses still need websites now more than ever. Social media is important for visibility and engagement, but it should not replace a website. A website is the only digital asset a business fully owns and controls.
Social media platforms can change policies, restrict reach, or even suspend accounts without warning. However, a website remains a stable and professional space where customers can learn about your services, make enquiries, and complete transactions.
A well-designed website also builds trust. When potential customers search for a business and find a professional website, it increases confidence and makes the business appear more serious and established.
What digital skills are most in demand for young Nigerians today?
The most valuable digital skills today are those that solve real business problems. Skills like web design, digital marketing, content creation, copywriting, and data analysis are highly valuable because businesses need them to grow.
For example, a business needs a website to exist online, marketing to attract customers, and content to communicate effectively. Anyone who can provide these solutions will always be in demand.
It is also important for young Nigerians to focus on skills they can monetise globally. The internet allows them to work with clients from different parts of the world, so learning skills that are not limited by location gives a major advantage.
Is it realistic for young people to earn income from digital platforms today?
Yes, young people can realistically earn from digital platforms, but it requires more than just having a skill. It requires consistency, patience, and understanding how to position that skill in the market.
Many people learn a skill but struggle to present themselves professionally. Earning online is not just about what you know; it is about how you communicate your value, build trust, and attract the right audience.
There are countless opportunities today, from freelancing to content creation and remote work. However, those who succeed usually treat it like a serious business, not a quick way to make money.
What are the barriers preventing young people from monetising their skills?
One major challenge is lack of positioning. Many young people have valuable skills but do not present themselves in a way that attracts clients or opportunities. They do not build a portfolio, communicate clearly, and often undervalue their work.
Another issue is inconsistency. Some start strong but give up quickly when results do not come immediately. The digital space rewards consistency over time.
There is also a mindset problem. Some wait for perfect conditions or opportunities instead of starting with what they have and improving along the way.
How can small businesses adopt digital tools with limited budgets?
Small businesses can go digital effectively without spending too much by starting with the basics and growing gradually. The first step is to create a clear and consistent presence on social media, where they can engage their audience and showcase their products or services.
Next, they should invest in a simple but professional website. It does not have to be overly complex but should clearly explain what the business offers and how customers can take action.
They can also leverage free and affordable tools for marketing, such as content creation, WhatsApp marketing, and search engine optimisation. The key is to focus on consistency and value, not just spending mone
What upcoming digital trends should Nigerians pay attention to?
Nigerians should pay close attention to trends that focus on visibility, automation, and global opportunities. Short-form video content is becoming increasingly powerful for attracting attention and building brand awareness.
There is also a growing demand for automation tools that help businesses operate more efficiently, from customer communication to marketing processes.
Additionally, the rise of remote work and global freelancing means more Nigerians can work with international clients. This makes it important to build strong digital skills and an online presence that can attract opportunities beyond local markets.
Could you share your background and how you got started in tech?
I was born in Adeoyo Hospital in Ibadan, Oyo State, and I am originally from Owo in Ondo State. My educational background is in accounting, having studied at The Polytechnic, Igboora, and later earning a BSc in accounting at Adekunle Ajasin University.
My journey into tech was not planned initially. While in school, I faced financial challenges that pushed me to start learning web design as a way to support myself. What began as a survival decision gradually became a career path. Over time, I developed an interest in helping businesses solve real problems using digital tools, which eventually led to the creation of my company.
What motivated you to establish Dleading Web Design Ltd?
The idea came from observing how many small businesses struggle with growth—not because there is no demand, but because they lack structure and digital visibility. I noticed that many business owners were hard-working but not getting enough results because they were not properly positioned online. That was the gap I wanted to fill. I started Dleading Web Design Ltd with the goal of helping businesses build systems that not only attract customers but also support long-term growth.
What impact do you aim to achieve through your work?
My focus is on helping small businesses grow beyond survival and become more structured and scalable. I also have a strong interest in empowering young people with digital skills that can create real opportunities. The internet has opened possibilities that were not available before, and my goal is to help more people take advantage of those opportunities in a practical way.
