Do I need a Website if I have a Facebook Page?
With so many social media platforms to choose from to promote your business many small business owners wonder if a website is even necassary anymore. It has been reported by Ad Week that there are now more than 40 million active small business pages on Facebook. Having a Facebook business page is definitely an asset for your business. But if you're wondering if it can replace your website read the following considerations.
You Don't Own Your Facebook Page
Because Facebook owns your business page you are at their whim. If your page is banned, removed or suspended you can potentially lose all the followers (and your client base) that you've built. Although it's unlikely that Facebook will be removing business pages anytime soon, it's still important to note that this is out of your control. An example is when Facebook switched to the new business page timeline, many businesses had to struggle around and update their page to accommodate the new layout. On the other hand, you own your website and have complete control of the layout, aesthetics and user experience.
Facebook Business Page Has Limited Functionalities
Your Facebook page only has so many options. It is a predefined template that can't be changed or modified. It provides insufficient features to share the details of your business. You can't share information regarding your services, pricing, team members or more unless you create a separate app for each one. Which is not free. You're better off investing in your own business website where you can have limitless functionality and be designed to suite your brand. Yes a basic Facebook page is free, but being known as the business that can't afford a professional website doesn't exactly set a good impression.
Not Everyone Is A Facebook User
Facebook isn't for everyone. One person may prefer Instagram while the other snap chat and etc. If you solely rely on Facebook you are potentially missing out on many potential customers. For example the younger generations are decreasingly using Facebook. In September 2018, it was estimated that 44% of young millennials (aged 18-29) have left Facebook, and studies have shown that Gen Z will likely not have any connection to Facebook at all. Social media is a fast changing landscape and limiting yourself to one platform can be detrimental to your business.
Having A Website Shows More Credibility
For years, studies have shown that a good business website instantly adds perceived value or credibility to products and services. A Major Purchase Shopper Study by GE Capital Retail Bank revealed that 81% of shoppers do online research before making a purchase, with 60% going directly to the retailer's website to check out various product details. A standard Facebook page that looks like everyone else's Facebook page doesn't give a clear idea of what your company is about, or make it easy to find information that a person might be searching for before purchasing your product or service.
You need a Business Website to set up google ads and utilize SEO
The majority of online encounters start with a search. Billions of searches are carried out every day. They are likely to be some potential clients in the market for what you have to offer. Your website has the potential to far outrand any facebook page in organic search engine optimization (SEO). Your website is also the destination of your paid ads if you choose to use them. While you can technically link Google Ads to a Facebook page, but it's highly discouraged for many reasons. For example: there are historically lower ad quality scores for Facebook landing pages which can increase your cost per click and Google often limits how many ads for a top-level domain (such as Facebook) will show in the results.
Webistes Are Made For Conversions
Social media is where you interact with your customers and prospects, post articles that promote your business, or help solve problems your customers face. Social media channels should be used to support for website. Your Facebook page isn’t built to make conversions, it's built to be social.
Conclusion
Having a faebook businesss page is a great assest to any small business. But it should not be used in place of your website. Rather, it should be used to lead a person to your website where they can fully experience your brand, and convert a lead to a paying customer. You facebook page can be one of many digital marketing channels for your business. The bottom line is that, no matter the socail platforms you utilize your website is essential. Having the combinatiaon is what will give your brand a full and credible online presence. If you need help getting your website up and running, don't hesitate to reach out!