While the vast majority of the world agrees that yes, you do need a website for your business, there seems to be a few people saying that it is okay to start a business and create a website later. This can be a tough topic to discuss as there are many different opinions out there as to how important a website is vs social media and what should come first. We will try and objectively discuss the various arguments so that you can make your own decision.
Benefits of Having a Website
Credibility
Who are you more likely to buy from?
- Someone who only has an Instagram account and no other web presence
- Someone who you found on Instagram but has a website where you can learn more about the services they offer and view customer reviews and testimonials
While we may like and trust the people and businesses we follow on social media, we may still be reluctant to buy from them through a social media account. We will buy from a legit brand they collaborate with or buy the products they sell on a legit platform, but we are unlikely to just send money through PayPal, hoping they will deliver. Having a website adds a level of credibility to your business and a place where customers will feel more confident buying.
Complete Control
While you continue to pay for your domain name, you have complete control over your website. You can choose the way your website looks, navigation, and the message you send customers. You can display your products and services in a range of multimedia and direct your customers where you want them to go. Your website cannot be deleted for violating terms or being reported. In short, you can produce whatever content you want and sell whatever you want on your website.
Longevity
One of the drawbacks of social media is that you do not own your following; they are Instagram or YouTube’s customers, not yours. While your following may be interested in the content you produce, changes to algorithms or even account deletion could mean you lose your following overnight. If you have a website, the loyal members of your following will still be able to find you. You will be able to update them with your new social media handle and alternative places they can find you.
Monetisation
Yes, before you say it, you can monetise your social media following, but having a website offers you more potential streams of income. You can launch digital and physical products with complete control over your customers’ experience. You can book customers for your service, start a membership site, run courses, or even accept donations. By having a website, the sky is the limit on what you can offer to your customers.
Everything Is In One Place
It is easy to help customers discover your other content with a website. They can discover your YouTube content, Instagram content, blog content, even guest blogs and collaborations in one place. It is here they can sign up for your email list so you can nurture those leads and convert them to loyal customers.
Organic Traffic (SEO)
SEO (search engine optimised) content on your website can increase your ranking in search engine results. This means that potential customers may find you through Google searches rather than you having to go out and find customers or hope they find you on social media. The more places a customer may find you, the better if you ask us!
Websites Compared to Alternative Online Presence
Website vs Online Marketplace
A number of small business owners may sell their products or services through an online marketplace and not see the need to create their own website. They may make money through online marketplaces like:
- Etsy
- Amazon
- Alibaba
- Fiverr
- Upwork
By listing on these websites, they can access a pool of buyers without having to drive traffic, and their buyers are more confident in the quality of the product. While this is a fantastic way to run a side hustle or start a business, it can be difficult to scale a business using these platforms. At some point, you will be limited by the pricing structures of competitors unless you have some serious USPs to set you apart.
While you may have to drive traffic to your website, you gain a lot of flexibility in how you can advertise your product and the brand you create around your business. You can tell the origin stories of your products, flaunt your hand packaging and personalised messaging and create an atmosphere that sets you apart from brands selling different products.
Website vs. Social Media
With Instagram and Facebook offering “shop” features to their social media, many e-commerce brands may wonder if there is any point in creating a website when they can have customers find and buy from them all on one platform. But social media will never replace a website because there is not enough functionality to create a brand. Business owners are not able to provide enough information in the confines of social media bios or content to create trust and convert clients as quickly as they can through sales pages.
By having a website, it allows you to create a funnel where you attract followers on social media and build up likability and general trust. From there, you can lead your followers to free products and resources which get them to your website and email list. Once you have them on your website and email list, they are warm leads who will be more likely to buy the things you sell.
When Should I Make a Website For My Business?
While everyone agrees that you should have a business website at some point, opinions are split on if you should have a website before you start or if you should wait a little while. We say you should have some kind of website when starting a business. It does not have to be a fancy website that you spent thousands on; there are plenty of templates on WordPress or Squarespace that will be good enough initially. Having a web presence from the very start means:
- You will have reserved the domain name you want
- You can start writing blog posts to build up your SEO (it takes time)
- You have a central hub for your business where people can find more information
- You can start advertising
- You can provide more detailed information if your customers have questions
You can always upgrade your website later once you have the budget to spend on website design and photography. By then, you may have pivoted to include different types of products and services or even have a different picture of how you want your customers to perceive your company.
Of course, you should have a social media presence from the very start too. Building a social media presence will help your business to create momentum quickly and will drive more traffic to your website.
In Conclusion
If we look at a business’s online presence as a sales funnel, a website is the vital middle piece of the funnel.
Initial Contact
Your customers will find you through social media or a google search. They may even find you through a guest post or a news article about you or your business. From there, your business’s aim is to drive these customers to your website.
Bridge
Your website acts as a bridge between customers finding out about your business and buying. 21st century humans are skeptical creatures, and we need to build more trust than ever before. Your website and email list are great tools for building that trust by offering free value to potential customers. It’s a modification of the “try before you buy” technique. By offering free information, potential customers can see your business expertise and the value you will offer if they work with you or buy from you.
Purchase
Once you have successfully wooed your customers, you need a place for them to place their orders. Again, this is a case of redirecting customers to the relevant page of your website, where they can checkout or contact you for your services.