In today’s online world, many businesses are focused solely on social media marketing. Platforms like Facebook, Instagram and Twitter allow you to reach a wide audience and build brand awareness. However, relying only on social media is a big mistake. To truly grow and compete, your business needs its own professional website.
In this article, we’ll explain why a website is essential and share key reasons social media alone won’t cut it. Read on to learn why you need more than just a social presence to succeed.
The Credibility Factor
A website lends legitimacy to any business. Unlike social media profiles, a website shows you are professional, established, and serious about connecting with customers. An amateur or empty social media page looks questionable to visitors. However, an attractive, well-designed website conveys trust and authority.
Your website also enables features that boost credibility like customer testimonials, an About page with your brand story, certifications, and press mentions. Social media alone does not allow you to showcase credibility visuals in an organized way. A website is the ideal place to highlight the proof that you are an authority in your industry.
The Brand Building Advantage
Brand building is extremely difficult to achieve through social media alone. Profiles on sites like Facebook and Instagram force you to play by their rules in terms of layout, formatting and algorithms. This leads to an inconsistent brand experience. However, a tailored website allows you full creative control to build an immersive brand environment.
Your business website also enables you to reinforce branding elements like logo, color scheme, voice, and messaging across all pages and content. Social media does not allow this level of consistency. Your website is a place to welcome visitors into your brand world and tell the story behind your business 24/7.
Capturing Leads and Conversions
Social media platforms make it difficult to capture visitor information or guide them towards a purchase. Pages are optimized for quick scrolling, likes, and shares – not for converting visitors into leads and customers. Alternatively, a website allows you to guide visitors smoothly through lead generation and sales funnels.
You can offer enticing offers or free downloads in exchange for emails. Blog content and visuals help establish your expertise and case studies build trust. Contact, pricing and product pages then allow you to convert visitors seamlessly into buyers. Your website is the ideal direct sales and conversion tool that social lacks.
Search Engine Discoverability
One of the greatest assets of a website is SEO (search engine optimization). Proper website optimization will push your business to the top of search engines like Google – ahead of competitors. Appearing on that coveted first page enables you to be discovered by buyers searching for your products or services.
Social media relies heavily on paid ads for discoverability. Unless you continuously put money behind posts, it’s unlikely you will appear at the top of any searches. A website optimized for keywords and content allows you to get found organically without ongoing advertising costs. SEO is essential for driving qualified traffic.
Providing Value to Visitors
On social media, space is limited. Posts tend to focus on promotions, events and soundbites rather than in-depth value. However, your website enables you to create pages with truly helpful content like how-to articles, ebooks, whitepapers, and videos. This content marketing attracts and engages visitors.
Rather than quick entertainment, your website content should aim to educate and add value for your audience. The more you can help and inform, the more visitors will grow to know, like and trust your business. Social media has serious limitations when it comes to value-focused content.
Owning Your Audience and Data
On social media, you have zero ownership of followers and likes. Your audience data and metrics are controlled by the platform. You are unable to truly build an audience or collect their details and preferences. However, your website offers you the ability to gather visitor analytics while also capturing lead information.
Owning this data is invaluable for marketing. You can use it to segment and target your messages into relevant campaigns. Social media is fundamentally limited when it comes to owning or understanding your audience. But a website fully enables two-way communication and CRM.
Expanded Marketing Capabilities
With a website, you open up an array of additional marketing opportunities beyond social media. For example, you can deploy email nurturing sequences, run paid ads, optimize for voice search, create targeted landing pages, and more. These strategies are not accessible through a social media presence alone.
Advanced options like personalization and AB testing of site content are also only enabled by having a website. The marketing firepower of a website far surpasses the capabilities of any social platform. Exploit the full potential with a dedicated site.
The Always-On Advantage
Social media requires constant manual effort to manage, post content and engage followers. Without active involvement, your profiles remain stagnant. However, a website works hard for your business 24/7/365. Content is findable by search engines and visitors at any hour.
Your website communicates your brand story, offerings and value continuously, even when you are not online. A website generates leads, awareness and sales on autopilot. Social media lacks the “always on” factor of an optimized site.
Get Started Today
As we have shown, an investment in your own dedicated website provides immense benefits compared to relying solely on social channels. Contact our digital agency today to get your custom designed site up and running. Our web design experts will partner with you to build an effective online home for your brand, capture more leads, and drive revenue growth.
Don’t miss out by limiting yourself to just social media. Get in touch and we will help elevate your digital marketing and online presence to the next level with a website tailored for your business goals.