I want to preface this post by saying that having a social media presence is essential to the success of your business. It’s how this generation views your business on a regular basis. It’s your brand experience, more than ever before.
However, this post is to debunk the misconceptions that ‘I don’t need a website, I have Facebook.”
The inspiration behind this post comes from our experience over the past year. Our ever-growing team has worked with many clients and pitched countless projects in 2016. One thing we’ve heard MANY times is the idea that ‘Facebook can replace a website.’ In fact, you’ll find many businesses are purchasing domains and having them redirect to their Facebook page.
I’ll jump to my point, Facebook doesn’t cut the cake. You’re cheating your business out by limiting your brand and customers to Facebook. Who knows your business / brand better, Facebook or you? Why entrust the entirety of something so precious in the hands of someone else.
#1 Facebook Offers Little to No Brand Control
As of 2017, Facebook provides very little brand control for your business. Each business page primarily uses Facebook’s brand. Their blues, whites and greys are all around your page. There is no means to customize the link, theme, accent or button colors to fit your own brand. And by forgoing your personal branding, you’re suffocating your businesses identity.
#2 Facebook Has No Room for Scalability
There’s very little room for scalability when it comes to Facebook business pages. As your business grows and changes, your Facebook page can’t grow with you. Sure, you can make a post about your new items or services, but viewers won’t continually search through your posts for news. Functionality, content and branding with Facebook is nearly impossible to scale after your start point.
#3 Facebook Offers Limited Customer Acquisition Process
Acquiring customers how you want, when you want and on your own terms isn’t possible with Facebook. You’re limited to 1 CTA (Call to Action) button and if you have no website, you can’t even post links to a contact form / website in your posts. Viewers can easily get distracted from your CTA when it’s competing with all Facebook has to offer (ads, notifications, chats, cat pics, etc).
#4 Facebook Results in Inferior Search Engine Ranking
For people who are new to your business, the main contact point is via Google search. One important fact that many people don’t realize is that a Facebook business page can not win in search results against a properly Search Engine Optimized website. A website will rank higher than a Facebook business page most of the time. By having a Facebook page only, you’re limiting your business’ visibility and providing competitors with a website an edge over you. Note: Even having a custom domain that redirects to your Facebook page will not rank very high (or at all) in search results.
#5 Facebook Creates Poor User Experience, Little Functionality
Your Facebook business page is experienced through the goggles of the overall Facebook experience with many other businesses and stories vying for attention. And, if a user finds Facebook upsetting, overwhelming or complicated due to other posts on their timeline, those bad sentiments can carry over to your Facebook page when they visit it. A custom website will give you complete control of your customer’s the primary impression.
#6 Expanding Your Customer Base Beyond Facebook
Figuratively speaking, if 70% of potential customers are using Facebook, there are still 30% who aren’t. Those people won’t be using Facebook to search for your services or products and many even avoid any Facebook links in search results (because they don’t like Facebook.) Bottom line, forcing (potential) customers to utilize a platform in order to interact with your business / brand is not a smart move.
In summary, a custom designed website is the best way to define your company and make it stand out from the competition. Don't limit your brand or business to Facebook only - or any other platform. The web is a big place, but the world is even bigger. In order to stand out you need to have your online presence on it's "A-game."
I’d love to hear your thoughts about my 6 Reasons Why Facebook Isn't Enough. My hope is that this post and this blog as a whole will help you position your business in a more profitable position in your market.