Why can’t I use Facebook instead of a Website?

In today’s online world it is important to have a strong, professional presence. People expect businesses to have a website where they can learn more about what they do.

Many small businesses use social media platforms, like Facebook, to create that presence. However, using a Facebook page as your primary or only online presence can be a mistake.

Credibility:

A well-designed website enhances your business’ credibility. It signals that you are a legitimate and trustworthy business. Customers tend to trust and prefer companies with well-maintained websites.

You do not own it:

You do not actually own the page. It belongs to Facebook. It is subject to the platform's rules and regulations. Facebook can change their policy or suspend your account which would disrupt your business operations.

You eliminate non-Facebook users:

Users need to have a Facebook account to interact with your Facebook page. Despite Facebook's popularity, not all of your potential customers have Facebook accounts.

The algorithm:

The Facebook algorithm is a set of programming rules and machine learning techniques that determines the content displayed in a user’s Facebook Feed.

It prioritizes posts, Stories, and ads based on factors like user interactions, content type, and the timeliness of posts, aiming to create a personalized and engaging experience for each user.

There is no guarantee that your intended users will see your posts.

You will have to pay for ads to be seen by your users:

New research indicates that around 94% – 99% of your Facebook Business page followers will not see your posts in their newsfeeds. If you want more followers to see your posts, you will need to buy Facebook ads. That means you will need to increase your ad spending to maintain your relative reach.

Paying for an ad is not enough to capture the customer’s full attention. Facebook is a social network. People are primarily on the page to connect with friends and family. You may get your ad on someone’s screen, but there’s always a possibility that they will scroll right past it to watch their friend’s latest post or story.

Limited functionality:

On a Facebook page, you can post updates, upload photos, and use Facebook Messenger to chat with customers. This is limited functionality compared to a website. With a website you can create forms, add e-commerce functionality, and create custom pages and posts with a wider range of formatting options.

Limited content:

You can write an "About Us" section and post updates on a Facebook page, but this is not the place to post in-depth content. A website, on the other hand, allows you to create blog posts, articles, and other types of content that can help you attract and retain customers.

You cannot brand the page:

On Facebook, every business page looks the same. You can add your logo, a cover photo, and posts. Facebook specifies the layout of your page, and Facebook blue is the prominent brand color.

Searching for content is difficult:

On a website, you can save, organize, and make pages and posts searchable. This makes it easy to find and refer back to older content. On a Facebook page, the options for saving and organizing content are much more limited. This makes it difficult for both you and your customers to find and refer back to older posts.

Limited SEO, Analytics, and data options:

Search Engine Optimization (SEO) is another advantage of having a website. With various on-page and off-page SEO techniques, you can improve your website’s visibility on search engines like Google.

Both platforms provide analytics to gauge performance but the analytics available for websites is more robust. Facebook Insights focuses on social engagement metrics. Website analytics tools can offer comprehensive data on user behavior, traffic sources, and conversion rates, making it easier to track the effectiveness of your marketing efforts and make data-driven decisions about your business.

A Facebook business page should be used in addition to a website, not as a substitute for one.

You can connect with a big audience on Facebook and use your content to direct them to your website, where they can learn more about your business and become your next new customer.

Also, your website can include social media buttons and feeds to encourage visitors to follow your Facebook page.

Email karen@karendicampo.com or call 978-660-0894 if you would like to discuss creating a website for your business.