Could a Facebook page replace your company’s website?
Business owners who aren’t so tech-savvy have a tough time keeping up in the ever-changing digital climate. Once told that it was absolutely essential to have a website, smaller business owners and independent traders now need to maintain a social media presence in order to keep up with their competition and keep winning customers.
Now that more people than ever access the internet using social media apps on their smartphones and tablets, have we now reached the stage where it makes more sense for a small business to replace their website with a Facebook business page and Twitter account? Could it actually make a business easier to find and to interact with?
How it could work
There are a few benefits to having a Facebook page as your main point of contact for customers. As pointed out in an insightful article by iMedia Connection, it’s a lot easier to create a Facebook page than to design and develop an entire website from scratch, and it can be a real money-saver. There’s no maintenance needed, only regular updates. This approach also offers simplicity for users who are already on Facebook, as they can find your business easily and thus secure a steady stream of traffic for your page. Engagement is the final point to consider, as Facebook (and indeed, Twitter) is a great platform to encourage the sharing of your content, as well as interaction between customers and the business.
Why a website could make more business sense
While a Facebook page solely representing your business may work as a temporary measure, there are lots of reasons why it may not work long-term. Most businesses wanting to stick around for a long time will need a properly designed, developed and maintained website as well. Here’s why:
- You don’t have control over Facebook. The platform controls everything from the way your page looks to the rules for advertising and promotions, and it can change its terms any time it chooses. With a website, you have complete control over every aspect.
- Not all customers are on Facebook, or they may leave. It might seem like the whole world is part of the network, but not everyone is – you don’t want to risk neglecting a potentially lucrative market.
- You need a website to build up a search ranking. Unfortunately, your Facebook page is not easily found via search engine, which is how a lot of customers will try to find you. Again, don’t neglect this market – build a website and start building up a search ranking.
- You need the credibility. Winning over new customers and keeping existing ones loyal is often a matter of trust, and companies without a website will often be overlooked because they don’t seem credible.
- Analysis is limited with Facebook. There are tools for measuring digital marketing via social media, but it is far easier and more detailed with your own website.
Integration is the key
According to CIO.com, experts agree that it is best to have a website and integrate it with all your social media channels so that one feeds the other. It will be worth the investment to have a custom designed, credible website that works the way you want it to, and which works alongside your Facebook page.
Do you have a Facebook page instead of a website? If so, how is it working for you? We’d love to hear your thoughts.