If people can already find your opening hours, see your photos and message you through social media, why bother with a website at all?
In a world where people can find you on Google Maps, Instagram, Facebook, TikTok or LinkedIn, it’s fair to ask whether a website is still necessary.
TLDR;
The answer is not always, not immediately, and not in the same way for every business. But for most serious businesses, a website is still the best place to explain who you are, build trust and turn interest into enquiries.
Signs you might not need a website yet
- You’re testing a very early business idea
- You only need a temporary online presence
- Most of your work comes through direct referrals and people already know you by reputation
- You do not yet have the budget or time to maintain a site properly
A poor neglected website that looks like something clearly built from a template may do you less good than a strong Google Business Profile and active social presence.
The problem with relying only on other platforms
However, relying on social media and other platforms that you have only limited control over has a lot of downsides. Social media is great for visibility, but it is not always great for clarity… your message is mixed up in whatever the owners of the platform are trying to do, which might be selling a competitive product or ads.
- You don’t control the layout or experience
- Algorithms and platform rules can change without warning
- Posts quickly disappear from view in a noisy feed
- It can be hard to explain services properly
- Not everyone uses the same social platforms
Essentially your content and message lives on rented space, not owned space. What would happen if you ended up locked out of your Facebook or Instagram account for example? This is a particular risk when someone else in your business has set up the account and then leaves.
Your website as the centre of your online presence
A good website is not only an online brochure. It’s a decision making tool for potential customers. It helps you to establish credibility and gives you a “home” on the internet where you can present yourself and your message clearly and without distractions or competing messages.
It’s part of your online presence and coexists with search engines and social media.
- Google helps people find you
- Social media helps people get a feel for you
- Your website helps people make a decision
Different businesses need different kinds of website
Not every business needs a big website. But most benefit from having a clear, professional place of their own. For example a one-page website may be enough for a new business or a cafe or restaurant – somewhere you can lay out the key information about your business (opening hours, contact details, menu) and tell potential customers what you are about.
Likewise a portfolio site may suit creatives and trades and an e-commerce site may suit shops and makers.
Should you build a website?
If you answer yes to more than one of the following you would probably benefit from a website:
- People ask similar questions before buying
- You want to look more established or professional
- You need to explain more than a short bio can cover
- You want enquiries, bookings or sales where you control the transactions and don’t pay commission
- You want to rank for services beyond just your business name
- You want more control over how your business is presented
However a website isn’t a magic fix and it doesn’t replace social media, Google Business Profiles/Maps or word of mouth. But for most businesses it gives everything else a stronger foundation.
You don’t need a website just because everyone (including us!) says you should have one. You need one when you want a clearer, more trustworthy and more controllable way for people to understand your business and take the next step. Your budget and your online goals should drive what kind of site you build.