Do you really need a website to grow your business, or is a Facebook business page enough? After all, a Facebook page is free to set up, with the promise of reaching a large audience. Sounds good, right? But that’s a shortsighted approach to your online presence. Skipping a website will prevent you from reaching potential customers and creating a strong brand. If you only have a Facebook page, Facebook has control of your online presence, and will use their vast resources to build their brand and their online presence, not yours. Businesses with their own website control their content, establish credibility and create a competitive advantage. Facebook and other networks help get marketing messages out to customers, but a website will represent your entire business, including your brand, credibility and trust, competitive advantage and control.
Your brand: Your brand is the image you project to your target customers. Not only is it your logo and design, but also the products and services you provide, customer support, reputation, expertise and interaction. On Facebook, you are limited to how you present yourself. The fixed template allows you to choose an image, but little else. The “About” section allows some information, but only what Facebook dictates. Additional apps allow you to add more information, but at a cost.
Credibility and Trust: A website adds legitimacy. Businesses that are only on Facebook tend to look temporary or unproven. As an example, think of a brick and mortar store with a well-designed front window and established employees. Compare that to a pop-up store selling seasonal products from a temporary kiosk in the same area. Even if the products sold are similar, customers will feel the brick and mortar store offers more credibility in terms of product availability, customer relations and permanence.
Target Market Reach: Your target market may not use Facebook to search for products or services, preferring search engines like Google. Facebook’s share of the social media market has leveled off since 2019, and younger people are less likely to use it in recent years. According to Hootsuite, “Some 42% of U.S. adults have taken a break from Facebook for several weeks or more. And roughly one quarter have deleted the Facebook app from their phone.”
Competitive Advantage: Stand out from competitors by having a well-designed, user friendly and responsive website. A quality website allows you to compete with larger businesses and expands your reach globally if that is your goal. You’ll be visible to a wider audience and can capture their attention with your design and content.
Control: Facebook’s algorithms control who sees your posts and when, and they change often. You cannot control comments posted. You can’t control the other information users see on Facebook, as well. Potential customers can be easily distracted from your post by posts from friends and family, and they may not return to your page. With a website, you’re in total control. From the design to the content, you determine what your prospects see and can update or rework it as your business evolves.
In order to create a strong brand and be in the driver’s seat, you must have a website. Contact us to learn how we can design a website that will help you reach your business goals.
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