Before the stratospheric rise of social networking, it was a given that a business needed a website. But how true is it now? If you can do everything you need to from your business Facebook page, do you still need a traditional website?
Our view: yes, it’s a smart idea to have at least a simple business website. But let’s take a look at a few of the key things to consider, as you weigh up whether to use a website designer or stick to social.
The case for a social-only approach
One of the most persuasive reasons to stick solely to a social media presence is just how easy it is to get started. It takes a matter of minutes to create and customise a business Facebook page or Instagram account. You can do everything yourself, with no need to hire a professional unless you need a social marketing strategy or active channel management services.
Social profiles usually let you include all of the essential info a customer may need about your business. You can even bolt-on an online shop in some cases. If you do some research and choose the platforms your target customers tend to use, you can generate a significant amount of traffic to your business. It’s great for engagement, brand awareness and building loyalty. Plus, it’s free to use basic business social media services.
The issue of credibility
Now, here’s a major drawback to consider. Depending on your industry and the nature of your business, you could suffer from a lack of credibility if you don’t have a professional website.
Even if a customer has found you on social media, they may still expect a link to your website so they can do their due diligence. Businesses without proper websites could seem untrustworthy, or not worth taking seriously. Many people wouldn’t feel comfortable handing over payment details to a Facebook page (which anyone can create).
For this reason, B2B businesses should always have a professionally designed website.
Control and creative freedom
On social networking platforms, you’re essentially just renting real estate. With a website, you get full control over every single aspect. You can design and personalise the customer journey, influence UX and tweak everything to suit your exact needs. There’s no 15- character bio restriction, and you can communicate your USP with whatever text, visual or graphic elements you want.
And of course, you’ll have full creative control too – unlike on social platforms where customisation and branding options are pretty limited.
Social as marketing support for your website
So, should your business have a website? In short, yes. Think of it as the hub of the business, the central piece of infrastructure which all of your other marketing efforts support and point towards. This includes social. When done well, your social profiles will work in harmony with your website, delivering consistent messaging and directing online traffic exactly where you want it to go.
Need expert help with web design or social media marketing? Work with our specialist team here at Nextgen Marketing – email hello@nextgen-marketing.co.uk or call 020 8064 0221 to get started.
