Do I still need to create a website if I have a Facebook business page?
This is the question that several friends with small businesses have asked me recently. They’re all sharing content and updates on their Facebook page but they haven’t invested in a website for their business and aren’t sure why they even need one.
So, what’s my advice?
Yes, you do need a website. 110% yes.
In today’s digital world it’s essential to have a strong online presence for your business. And a Facebook business page is not an adequate replacement for a company website.
Here are the 5 core reasons why all businesses need a website and I also share why your Facebook page is still a critical part of your online marketing strategy.
1. ORGANIC REACH ON FACEBOOK IS DECREASING
You have 1,000 followers on your Facebook page but struggle to get more than 5 likes and a couple of comments on your posts.
And you wonder why you aren’t getting more engagement from these 1,000 elusive followers.
Does this sound familiar?
This lack of engagement with your content is because organic reach (unpaid distribution) on Facebook is decreasing. In simple terms, this means that fewer people are seeing your content in their Facebook feed. So just because 1,000 people like your business page, doesn’t mean that all 1,000 will see your content.
Facebook controls and decides who sees your content in their feed based on their algorithm.
If you want to know what reach you’re getting on your Facebook posts then use the Insights tool.
Read more about organic reach for Facebook business pages.
2. A WEBSITE GIVES YOUR BUSINESS CREDIBILITY
If someone discovers your business on social media and likes what they see, the natural next step is to search for your website so they can find out more about it.
The truth is that most people expect a business to have a website. And not having one can be detrimental to your credibility and give the impression that you aren’t as professional or trustworthy as a competitor who does have one.
3. IT’S HARD TO FULLY CONVEY YOUR BRAND ON A FACEBOOK BUSINESS PAGE
Although a certain level of personalization is available on a Facebook business page, it’s still hard to build a brand identity that stands out from the crowd.
Let’s be honest, one business page essentially looks like the other.
In contrast, your own website can be fully customized to reflect your brand personality and allows you to convey your story, your experience and your services.
You’ll cut through the competition, your prospective customers will remember you, and you can establish the know, like and trust factor with your audience.
4. You don’t own your Facebook page or followers
Spoiler alert. Facebook could change the functionality of their platform tomorrow. They could remove business pages, they could delete your followers or restrict the type of content you share with them.
So those 5,000 followers you’ve been working so hard to capture over the last few years? They’re gone. And you’ve your hard-earned audience.
If you have a website then you own it and have full control over your online presence. Also, if you collect email addresses from your website visitors (which you should), you have the security of having your own database of contacts who you can email directly with your news and offers.
5. It’s harder to benefit from organic search without a website
What happens if you’re a wedding planner in San Jose and someone does a Google search for ‘wedding planner in San Jose’ and you don’t have a website?
Your website doesn’t show up in the search results but the websites of your competitors do and you miss out on a new lead.
Google may rank Facebook business pages in its search results but it’s hard to rank higher than a well-optimized website.
A Facebook business page is an essential marketing platform and, with a strong strategy in place, it’s a powerful way of reaching your target audience and building awareness of your brand.
But it should only be one part of your overall online presence and, ultimately, it should be used to drive traffic to your website.
Here you have more control, influence and ownership over the content and user experience. This allows you to encourage your visitors to engage further with your brand either by reading a blog, making a purchase, or signing up for your free offer or email newsletter.
A Facebook business page should feed into your digital strategy but it’s not enough to rely on it as a single channel to market your business.
If you don’t yet have a website for your business and want to know which platform my website is built on check out ‘3 things to start investing in to start marketing your new business’.