At a time when people spend their lives on social networks, my clients often ask me, “Karen, is it important to have a website these days? I get the impression that everything goes through social networks…” or “Frankly, the cost is far too high for what I’m going to use it for…”.
STOOOP! Let me stop you right there!
As someone who is not exactly a fan of social networking (and yet I work in the digital sector), I am convinced that websites are far from being obsolete, and I’m going to tell you why in this article.
1. Your audience or part of your audience may not necessarily be active on social networks.
Before jumping in and copying your competitors, it is crucial to analyze the clientele you currently have or aim to attract.
How old are they? Are they familiar with Instagram, YouTube, TikTok, or Facebook? If so, do they have a preference for one or the other?
If your answer is yes, then it doesn’t mean you shouldn’t invest in these social networks, but it also doesn’t stop you from having a long-term communication on your website.
Keep in mind that not everyone likes being on social networks and that not everyone has the time to keep up with every update.
Eventually, your potential customers will require information about you or your offers, and they will seek quick and easy answers.
That is when your website will reveal all its effectiveness and utility!
2. Social networks are ephemeral
We can all agree that using social networks can be quite exhausting and draining, whether it’s learning how to use them or understanding how to optimize our posts to increase traffic.
It can even get to the point where you practically have to compromise your integrity in order to gain visibility on these networks (ok, I’m being a bit forward here, but you get the idea, right?!).
These platforms are changing all the time: take Instagram, for example, initially a photo-sharing platform, now prioritizing videos. It’s exhausting to always keep up with these changes, and I don’t blame you!
So clearly, if you don’t know a thing or two about creating video edits and other trendy content, your posts may easily get lost amidst the sea of other content.
What’s more, audiences can be fickle.
One day, they may be in love with a particular platform, and then overnight, everyone could shift to a competing social network.
If you’ve invested heavily in a single platform, you risk losing all the benefits of your content and all work you’ve put in to get there.
3. Your social networks serve as your business cards, while your website acts as your sales brochure
I often say that social networks represent just one aspect of the message you want to convey to your audience.
I’m sure you want to talk about your offers, your process, your vision, and everything that defines your brand and your business. While you can certainly do this on social networks, there’s no guarantee that your audience will retain the information amidst the flood of messages they receive within seconds.
Therefore, it’s a good idea to have something that grab their attention at that point, just as you would give them your business card at a meeting.
As a result, if the person seems interested, they will want to know more about you and your company, and they will go to your website for precise and credible details!
Your website is therefore going to be your sales brochure, giving more information about you and your business to an already qualified and interested audience. Consequently, your website is in a position to convert your visitors into real customers more easily and effectively.
4. Your online presence with Google
Clearly, as we all know, Google is not about to vanish from our lives!
Now commonplace, over 90% of internet search traffic is generated via this platform.
So, there is no need to tell you how crucial it is to have an online presence that respects Google’s indexing rules if you aim to move up in its search results.
You might also suggest that one could simply create a Google Business Profile. However, even then, you won’t be able to display all your offers or express everything you want to convey to your audience.
5. Enhances credibility
Having an attractive website is also a way to boost your authority in your market and showcase your professionalism.
A visually pleasing website, which generates both emotion and a pleasant user experience, always leaves a positive impression about your brand.
It also shows that you take your business seriously and that you have ambition.
So even with a simple, professionally designed website, you can still make a difference to your competitors.
6. Don’t force yourself onto a platform you don’t like
If social networking is not your cup of tea, please don’t force yourself!
My life mantra is that you have to find joy in what you are doing in order to produce quality work.
So if you want to get into social networking just to follow the trend, you will soon realize that you are pushing yourself, and you will likely give up after a few months.
Worse still, you risk creating content of little value, which your audience will quickly notice!
Clearly it won´t do you any good and you will soon lose interest in communication.
The beauty of a website lies in its long-term content accessibility. You can continue to enrich it by adding blogs, audio, videos, and more.
7. It’s a way of expressing the best your brand has to offer
Finally, and perhaps my favorite aspect, a website offers a great opportunity to showcase your brand, your personality, and your world in a completely authentic way!
It’s your digital home—a space where you have the freedom to express yourself however you see fit, without anyone telling you what is good or bad!
Personally, I love visiting websites to discover a brand’s universe, explore the details, and find out about its history.
If the message doesn’t resonate with me or if the brand’s world doesn’t speak to me, I’ll lose interest instantly. Of course, there are other factors to consider (such as the product or service, or if I know the person through a recommendation, etc.)
In conclusion? As you can see, I firmly believe that a website is the most crucial tool for growing your business. Of course, I’m not comparing social networks with having your own website. On the contrary, I think that having both is a very good way of communicating.
Now, the next question will be: “Okay, but how do I create my own website?”
That’s where I can help! Feel free to schedule a phone call with me, and let’s discuss your projects and needs together. Whether your business is just starting out or you’ve been in the game for a while, I’m sure to have a solution for you! I can tailor my approach to fit any situation.
Looking forward to speaking with you soon!
