Let’s face it, when it comes to starting a small business, most of us look for ways to reduce upfront costs. We all know that Facebook is free, easy-to-use and quite frankly an attractive option in promoting a business. So why bother with a website?
While social media platforms like Facebook have its advantages, it should not be the face of your business nor should it be your first port of call. Rather, it should be a marketing tool to complement your website.
With that being said, let’s take a look at 7 reasons why a Facebook business page should not replace a website.
1. Limited Functionality
Each section has varying character limits. For example, the about section has a limit of 155 words compared to an offer description which has a limit of 50 characters. Others range from 600 to 1000 characters. While this is sufficient for most businesses, the disadvantage of a small character limit is that it makes it difficult to portray the benefits without it coming across as ‘hard sell’.
Even if you look past the issue of a character limit, pre-determined categories prohibit the ability to structure and present content the way you want it to appear to prospects.
While Facebook’s e-commerce platform has improved over the years, the payment options for customers are still limited.
Quite simply, a website gives you the freedom to write content without a character limit and structure content without the use of pre-determined categories. Above all, implement a payment system for a seamless and stress-free experience for customers.
2. Minimal Exposure
It’s no secret that Google’s search results are in favour of websites over a Facebook business page. This lack of exposure, therefore, creates a reliance on word-of-mouth and repeat business.
The way Google operates is that it will only present information that it considers relevant to the user. In other words, you may find that your Facebook business page is buried away on page 7 of the search results.
At this point you may be thinking: even with a website, there’s no guarantee that it won’t be buried on page 7.
The answer: content is king.
You see, quality and frequency of content are the two elements that you must implement in order to improve your website’s rank.
In short, the best type of content is one produced from a website.
If Google alone wasn’t the biggest hindrance, let’s talk about Facebook’s 2018 algorithm change.
CEO Mark Zuckerberg spoke about this change in a recent post.
In Mark Zuckerberg’s own words:
“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups….
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”
All in all, this update creates meaningful interaction from family and friends. Sadly, not so much for businesses like yours or mine.
3. Diminishes Connection
Like all social media, it’s one way to drive traffic to your website but it should not be the place to host all your content.
Like all social media, it’s one way to drive traffic to your website but it should not be the place to host all your content.Toni Wells Copywriter
Believe it or not, content such as an informative blog plays an important role in fostering relationships and even influences prospective sales.
A Facebook business page doesn’t have the same capacity as a website to deliver content in a purposeful way.
Facebook should complement your website, not annihilate it.
4. Prevents A Good User Experience
We all agree that creating a Facebook page doesn’t require much effort. Do you think that users feel this way when they see a business page with no website?
Quite simply, the look and feel are not the same as a well-constructed website.
5. Decreases Brand Awareness
Even if you customise your own page by adding features or redesigning the look, it still doesn’t do justice to your brand. And let’s face it, the URL on a Facebook business page can’t match having your own domain.
A website allows you the freedom to design content that reinforces your brand.
6. You Are Not In Control
Facebook’s constant algorithm updates
Just imagine if something happens to your page and you lose some if not, all of your content.
A website, on the other hand, gives you the ability to back up your content and if you get stuck, you have access to support from your web host. Trying to get support from Facebook is like trying to get blood out of a stone.
7. No SEO Advantage
Facebook may provide free advertising; however, there is a limit. If you want to increase your visibility, you have to pay a daily fee to ‘boost’ your post.
With a website, you can invest in search engine optimisation (SEO) to increase the quality and quantity of organic traffic from Google to your web page or website. Moreover, it has been proven that organic listing is the best return on investment.
Overall, a Facebook business page has its advantages. However, a website triumphs in all aspects of functionality, exposure, user experience, content delivery, brand awareness, content design and SEO.
Good news is that setting up a website doesn’t cost as much as you think. If you need assistance with your copy but worried about your small budget, speak to an SEO copywriter to discuss your options.
Do you have content goals that you want to achieve? I’d love to help you! Send me a message here
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