Facebook has done a lot of growing up over the last few years, and as a result, a lot of companies, especially retailers, have begun to feel like a Facebook page can essentially replace a website. The ability to sell directly on Facebook has made this feeling especially common among retailers recently. While you can definitely do a lot to grow your business on the Facebook platform, the fact is that for now, at least, websites are a necessity. Here are three reasons why you still need a website.
1. A Website Makes Your Company Seem More Credible
Creating a Facebook page is easy. That is certainly part of the charm for entrepreneurs. Easiness can be a double-edged sword, however. The fact that anybody can create a Facebook page means that there is no immediate guarantee that the company behind the page is legitimate. Even if you see an impressum, that could still be somebody’s private phone line in a basement somewhere. A website is an indicator that the company wants to be taken seriously, and an investment in a domain and an informative website signals to prospects and customers that the company is dedicated to its mission.
2. You Have Control
If your company’s online presence is limited to Facebook, you are entirely at Facebook’s mercy. That means it can downgrade your company page to a community page if it sees fit. If Facebook goes down, no one will be able to reach you. Websites can go down too, of course, but if you control the hosting and the server, there are back-up options and ways to fix the situation. When it comes to your business, you always want to make sure you’re in the driver’s seat.
Facebook can give you a lot of detailed analytics, but they are all relevant to Facebook specifically. You can find out who is viewing your posts in terms of demographics and what kinds of posts (link, video, text) are performing the best, but you won’t find out if more people are visiting your Facebook page because of an e-blast you sent. You won’t be able to tell with 100% certainty what is driving more business, Facebook or Instagram. When you have a website, you have a central hub. Everything you do in terms of promoting your company can lead back to your website, and the wealth of data you can get from that is nearly endless. You can find out what keywords most interest your audience. You can tell what platform is best at driving people to a “buy now” page.
Even more important, if you are selling products on your website, you can learn things like how many people get to the cart stage and then drop without buying. Monitoring these kinds of behaviors can make a huge different in how your website, and hence how your business, performs.
Building a website does not have to be a daunting task. If you’ve been using Facebook for awhile, you’ve already learned a lot about your audience, and you’ve already put a lot of thought into your content. Those are the hard parts. Talk to us today if you would like to learn more about how a website can benefit your company.
Image Credit: https://www.flickr.com/photos/medithit/10363656825/ via Creative Commons