Last month we looked at the importance of having a mobile site, this month we are going to take a step back and look at why you need an interactive/ updated website and can’t just rely on a Facebook page or static website. The key is to actually have both as they work great as complements to each other but we’re going to focus on the importance of a website. The main factors that make having a website so important are:
- Search Engine Optimization (SEO)
- Accessibility
- Information/Customer Service
- Facebook Limitations
Search Engine Optimization (SEO)
With the popularity of the internet continually growing, one of consumer’s main sources to find information on products or services is the internet. Without a website there will only be a limited amount of information about your company. Without a website, who will they find…your competitor. Along with having detailed information on a website that will allow you to be found online, it is essential that you continuously update this information. Having outdated information can have a substantially negative impact on your brand and the way people look at your company. This new data also allows for search engines to better find and index your page which increases your likelihood that you come up earlier in search results. Updating content also gives customers a reason to come back whether its adding new products or giving a helpful tip, the more you provide to consumers the better your brand is in their eyes.
Accessibility
The flexibility that always being able to look up information on your website is a great feature to offer. This allows customer to “do business” with you at their convenience. Even though they may not be making purchases right now, providing them with the information they need will increase their likelihood to purchase at your store.
Information & Customer Service
Providing information about your company’s history, employees, products & services offered, community involvement, and any other useful information increases customer confidence. Customer confidence is a key factor when consumers are deciding on who to do business with and will give you the upper hand over companies who do not do this. Consumers are also not as gullible as they used to be. People are making decisions based more on researching information on products than believing the first thing they hear. With that shift, marketing needs to be directed toward information, not persuasion. Providing this information, customers will be able to get most of their questions answered online improving your customer service.
Facebook Limitations
Surprisingly as popular and advanced as Facebook is, it does have several limitations when using it as your business page. Not everyone that uses Facebook uses it for interacting and transacting with brands, only a small percentage of your Facebook followers actually see your posts, Facebook search is not good for local business, and design-wise, you don’t have lots of room to play. Facebook limits the width of your Page content to just 520 pixels wide. That’s not very much. So not only is the space in which you have to promote your content severely limited, Facebook controls it and can change it at any time. With your website, sure you need to optimize above-the-fold, but you can create a great user experience throughout that you completely control. All your competition is in the same place fighting for face time.
A website may be an expensive investment, but there are huge benefits to it. Using Facebook is essential to engage and reach customers but is usually best used as a secondary “website” after your actual website. SEO alone is enough to invest in a quality website, but all of the other features that also help your business makes having a website essential for your success.