More than once, I’ve met business owners who, when asked why they don’t have a website for their business, reply: “Oh, I don’t need a website; I have a Facebook page.”
Here are 5 reasons why a Facebook page is NOT a substitute for a website:
1. Google is Top Dog
When consumers look for information online, they search Google first, Facebook second. Because websites rank higher on Google than Facebook pages (see the next bullet), your competitors with websites will be placed ahead of you by default.
2. You Can’t Optimize a Facebook Page for Search Engines⏤aka Search Engine Optimization (SEO)
For a consumer to find what they are looking for online, Google (and other search engines) matches keywords typed into the query to keywords identified on related websites.
Example Search Query: “dinner balsamic chicken“
Search Result: “One Pan Balsamic Chicken and Veggies“
With a Facebook page, you can’t indicate to Google which keywords pertain to your business. With a website, you can tag images, blog posts, and the website itself with a number of keywords, making it easy for Google to make the match between query and result.
3. Having Only a Facebook Page Can Make Your Business Seem Cheap, Naïve and Unprofessional
Using a “free” Facebook page as your business’ primary online presence sends a message that your business isn’t willing to invest in a “real” web presence. Knowing that readers decide in mere seconds whether to leave or stay on a webpage, it’s important to always make the absolute most of their first impression.
4. You’ll Look Just Like Everyone Else
While sticking with only a Facebook page may be appealing due to the ease of adding images, information, links and videos into Facebook’s template, there is little room for customization. Your Facebook page will look just like everyone else’s. There will be nothing that sets you apart or makes you stand out from your competitors.
A website provides the unique look, flexibility and opportunity to build organic search traffic in a way that no social media platform can offer.
5. Not Everyone is on Facebook
Believe it or not, not everyone is on or uses Facebook. In fact, there are people out there who can’t stand it, have refused to be a part of it, or are trying to detox from spending so much of their time on it. (Stay tuned for my next post on Digital Detox!) By having only a Facebook Page, you are automatically reducing your possibility of exposure to potential clients, right out of the gate.
Best Bet: Use Your Facebook Page as a Supplement to Your Website
Having a website or a Facebook page doesn’t have to be mutually exclusive. The best solution is to use a website and Facebook⏤as well as other social media platforms⏤in tandem to reach ALL potential customers where THEY want to be reached, not only where YOU want to reach them.
While having only a Facebook page may suffice temporarily in a niche market, as such markets grow more competitive over time, your chances of success decrease.
So, let’s remember:
- Websites are still the dominant way to find out information about a business.
- It is nearly impossible to optimize a Facebook page for search engines.
- You don’t want to be a clone of your competitors.
- You may have only one opportunity to make a first impression to your online visitors⏤best make the most of it.
- Not everyone is on⏤or wants to be on⏤Facebook. There are a lot of people out there who don’t even like it.
- For the profit-ability and find-ability of your business, get a website; then use your Facebook Page as an extension of that.
Is foregoing a website worth the risk of not being found?
If you need help setting up a website, Facebook page or other social media, contact me.