Facebook is an amazing tool, and depending on your target audience, an integral part of your digital marketing strategy.
But I hear this so many times from businesses:
“Oh, we don’t need a website. We just have Facebook.”
Unfortunately, these businesses are selling themselves short. Facebook should never replace your website, and here’s a quick list of why.
5 Reasons Why Your Business Needs a Website as Well as a Facebook Page
You can’t design Facebook
Yes, you can upload your logo, and put up a relevant, eye catching cover photo. But your Facebook Page still looks like … Facebook. You can’t make it look and feel like your brand. This makes it more difficult to stand out from your competitors.
The design capabilities with a website are endless. You can inject your website with your brand, colours and style – whatever will effectively reflect you and your services, as well as catch the eye of your visitors.
Content is easily “lost”
Facebook is designed around posts. As soon as you add another post, the previous ones get pushed further down the list. More popular posts can make their way to the top again, but you’ve got no real control over the order in which they are displayed. That means that it can be difficult for your customers to find a post they are looking for.
How many times have you gone to a business’s Facebook Page trying to find that post that you’re sure popped up on your feed once-upon-a-time—and you either found it after scrolling for an eternity, or you gave up trying?
If your visitors can’t find what they’re looking for quickly, you’ve potentially lost business in the process.
While you can pin a post to the top of your Facebook Page, how many of those can you really do effectively?
A well designed website will enable visitors to find the information they are looking for with ease.
You can’t control who sees your post
You might have 1000 followers, but that doesn’t mean they will all see your new post. In fact, only a low percentage of your followers will see it. Facebook uses complex algorithms to distribute content, and you can spend a lot of time and effort posting prolifically – and still miss most of your followers.
Alternatively, you can spend money to boost your posts to increase the chance of them being seen.
Overall, it’s hit and miss. And if you have an important and timely message to get out to your customers and potential customers—why rely on an unpredictable medium?
While you can’t ensure that everyone will see your website either, a website with good search engine visibility will broaden your potential customer reach.
It’s a poor vehicle for content that will help convert leads into customers
Facebook is great for images and video, and a great place to catch the initial attention of your audience. It’s a great place for collecting leads. But if you want to convert those leads into customers, you usually have to do a bit more work to convince your audience to take that leap of trust and spend their money with you. That involves content, articles, and other converting information that can’t be grouped and displayed strategically on Facebook – but can on a website.
A website uses strategically written content and strategically placed forms and calls-to-action to help convince visitors to purchase your products and services.
Not everyone is on Facebook
Whilst Facebook might be the biggest social media platform in the world, there are still many people who aren’t on Facebook. In Australia, there are about 11 million active users – which means there are still millions who aren’t. How are those potential customers going to find out about your products and services?
A website that is visible on search engines provides an additional avenue for reaching people who aren’t on Facebook. Recent stats show that 81% of people search online for a product or service, with Google still being the most popular search engine by far.
Facebook is a powerful tool that is a great starting place for most businesses. With a Facebook Page, you are sure to engage with many potential customers if you use it well. But if you’re ready to take your business to the next level, a website provides a bucket load of benefits for helping you reach and convert customers.
(And here’s an article we wrote with 6 reasons why you need a website even if you have plenty of business).