A follower asked me the following question a couple weeks ago:
« Are websites still necessary nowadays or are social media profiles enough? »
It is quite common to hear that Instagram and Facebook are the new websites, that an Instagram profile is far more visited than a website, that social media profiles convert more than a website.
While this might be true to some businesses, I think generalising this rule is dangerous. Social media sites convert a lot because people are used to using them. They know where to click, where to find information, how to contact the business owner and so on. Standardisation made everything easy since all businesses have the same layout profile and since they are all using social media sites the same way.
However, by having a website, you are providing control. You can chose whatever design works best for you, you can run A/B tests to see what kind of funnel converts best, you have very detailed analytics, and more importantly: you are not dependant on Facebook’s or Instagram’s reliability.
Social media platforms are great, do not get me wrong. But a change in the newsfeed algorithm or a general bug can be absolutely disastrous if you are only relying on Facebook and Instagram for the online part of your business. You should also keep in mind than Facebook and Instagram are run by the same company. Instagram is therefore not a safer choice than Facebook.
Diversity is security. Having your own website puts you in control: you are not relying on Facebook and you can really optimise your content to bring the most value to your clients. While social media sites are a great way to raise awareness about your brand, having your own website will help you audience go deeper in your business and services. It will help them answer their questions and concerns and it might help them go from potential clients to actual clients.
Do you feel like you tried everything to grow on social media and especially Instagram? Hopefully, what follows will be the last thing you will have to do to reach your goals.
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