04 Mar 2024

Why Your Website is Still Crucial in the Social Media Age

The rise of social media platforms like Facebook, Instagram, and Twitter seems to have made company websites less relevant. After all, why would a business need a website when social media provides an easy way to reach customers? While social platforms are incredibly powerful marketing tools, they should complement rather than replace your website. There are some critical communications functions that only a website can provide.

In the past decade, social media has exploded in popularity and become a ubiquitous part of people’s lives. Platforms like Facebook and Instagram boast over a billion active users each. With the ability to quickly share content, social media provides new avenues to distribute your message and interact with customers.

However, many businesses have started neglecting their websites, assuming that a strong social media presence is sufficient. This misconception stems from failing to recognize the unique and irreplaceable value that websites provide from a communications perspective. Your website remains a vital communications hub even in the age of social media.

Your Online Home Base

A website serves as your brand’s home on the internet. Unlike social media platforms that you don’t own, a website gives your business full control over its online presence.

With a website, you can shape your brand’s narrative through carefully crafted content that reflects your messaging, vision and personality. Rather than being one of many voices on social media, your website allows you to establish your unique identity and story.

A website also provides a centralized, authoritative online location for your brand. While social accounts may come and go, a website creates permanency and consistency. People can always rely on your dot com to find the latest information, contact details and offerings.

In an increasingly crowded and noisy digital landscape, a website gives your brand a place to stand out. It’s your own plot of land to cultivate without relying on rented space on social media platforms. Consider your website as the foundation and hub for all your other online activities.

In-Depth Content Distribution

Websites provide the ideal platform for businesses to share long-form, in-depth content like blog posts, articles, whitepapers, eBooks, and more. On social media, you’re often restricted by character limits or short-form content optimized for scrolling. But on a website, you have the flexibility to publish comprehensive guides, detailed analyses, and insightful commentary without space constraints.

Blogs specifically allow you to present information conversationally, share your expertise, and establish your brand’s voice. Visitors expect to find valuable informational content on your site that serves their needs. A regularly updated blog shows you’re actively publishing new content, rather than having a stagnant site. Articles and whitepapers demonstrate thought leadership and provide lead-generation opportunities. An eBook can capture contact information in exchange for providing a free download.

By distributing in-depth content on your website, you control the presentation and get full attribution. Hyperlinks, images, videos, graphics and more can be embedded to create an engaging user experience. This content lives on your domain as an asset, continuing to attract visitors through search engines or direct links. Social media alone can’t provide the depth and richness of a website for content marketing. The website hub allows you to bring various initiatives together into a cohesive content strategy.

Lead Generation

Unlike social media platforms, your own website gives you full control over lead generation opportunities. With a customized website, you can include various forms, calls-to-action, email sign-ups, contact forms, and other ways to collect contact information from visitors. This allows you to grow your email list or leads database organically over time simply by driving traffic to your site.

Having your own lead gen tools enables you to convert website traffic into subscribers and sales leads. Many businesses rely heavily on their websites as the primary channel for capturing leads. Rather than trying to generate leads through third-party platforms, you can create dedicated landing pages and optimize them for converting visitors. This is far more powerful than social media for lead gen.

Overall, websites remain one of the most important digital assets for gathering customer contact information and growing your business. No other online platform gives you the same level of control and customization for lead generation as your own website.

Having a website optimised for search engine optimization (SEO) allows your business to appear higher in search engine results pages (SERPs) when people search for relevant queries. This increases your visibility and enables you to be easily found online by your ideal customers.

With a website, you have full control over optimizing your on-page content, title tags, meta descriptions, alt text, internal linking structure, site speed, and technical SEO elements. This gives you an advantage over only having social media profiles, which offer less customization for search visibility.

By researching target keywords, writing SEO-friendly content, and following best practices, your website can rank well and gain qualified organic traffic. The higher your website ranks in Google, the more credibility it gains as an authority in your space. This inbound traffic also converts better than other sources.

Having a solid SEO strategy and high search visibility for your brand name, products, and services gives you a distinct competitive edge. It allows you to attract and engage those searching for what you offer credibly and naturally.

Credibility and Trust

A professional website lends credibility and establishes trust with customers and prospects. Unlike social media platforms that come and go, a custom website designed specifically for your business demonstrates that you are an established authority and built to last.

With social media, you are constrained by the platform’s rules and algorithms, which can change at any time. But a website that you own provides complete control over your branding and messaging. A customized site reassures visitors that you are a legitimate, reputable business invested in your online presence.

Investing in a professional, well-designed website also shows you care about the customer experience. An outdated or amateurish site reflects poorly on your brand and does not inspire confidence. But an attractive, user-friendly website demonstrates you value your customers’ time.

In the age of reviews, your website acts as your online reputation. Positive customer experiences on the site can generate word-of-mouth and organic growth. By giving your business a home base on the web, you control your narrative across channels. Your website establishes trust that you are the real deal.

Analytics and Tracking

A website allows you to utilize powerful analytics tools to track visitor behaviour and engagement. With website analytics, you can gain insight into:

  • The number of visitors coming to your site
  • Where your visitors are coming from
  • What pages they are viewing
  • How long they are staying on your site
  • What actions they are taking (downloads, sign-ups, purchases etc)

These analytics and tracking capabilities are invaluable for understanding your website traffic and optimizing your content and website for better performance. You can see which pages are popular and which are not, allowing you to double down on what’s working and improve or remove what’s not.

Website analytics also provide the data you need to enhance conversions. By seeing where visitors are dropping off in a conversion funnel, you can identify friction points and make changes to smooth the process. This can increase signup rates, downloads, sales and any other desired actions.

In summary, a website provides access to detailed analytics and tracking tools that allow you to gain powerful visitor insights. These insights help you continually refine your website for higher traffic, engagement and conversions over time.

Centralised Hub

A website serves as a centralized hub and single destination that integrates all your online content, channels, and activities. Rather than having an unorganized presence spread across social media, blogs, videos, listings, and more, a website brings everything together under one roof.

Your website becomes the hub that unifies your brand identity, messaging, products, and services. It provides one place to direct all external traffic to, from your social media profiles, email campaigns, promotions, and other channels. This helps consolidate and focus your audience in one centralized location.

Having a hub website also makes it simple to distribute and update information across all platforms. When you have news to share about your company, content to promote, or updates to announce, you only need to publish it once on your website. The updated content will instantly become accessible and findable across the web.

Customer Service

A website provides a centralized platform for customer service, enabling businesses to offer multiple touchpoints to assist customers. Through a website, a business can provide contact forms, live chat, FAQs, knowledge bases, user forums, and more.

Having these resources on a website creates a convenient one-stop-shop for customers to get their questions answered and issues resolved. Visitors can search a knowledge base or FAQs before reaching out directly to customer service agents, saving time for both customers and the business. If they still need help, contact forms and live chats allow customers to get real-time assistance.

Websites essentially function as an always-open customer service centre. Rather than calling a 1-800 number during business hours or emailing back and forth, customers can access immediate help through the website anytime. This improves customer satisfaction as issues can be resolved more quickly and efficiently.

A strong website customer service presence also provides quantifiable data through features like chat transcripts, form submissions, and forum engagement. Businesses can analyse this information to identify common issues and improve their products, services, and support. As customers increasingly expect robust self-service options, a website delivers an ideal platform for delivering multi-channel customer service.

Conclusion

A website remains an essential communications tool even in an age dominated by social media. As we’ve explored, it serves as your online home base, allowing you to share in-depth content and establish credibility and trust. It generates leads through customized calls-to-action, secures search visibility so customers can find you, and provides analytics to refine your strategy.

Most importantly, a website gives your business a centralized hub that seamlessly integrates your social media profiles. This enables a unified customer experience across all platforms. With customizable pages and layouts, you can tailor content delivery to user needs and optimize conversions.

No matter how the digital landscape evolves, an owned website will be a vital asset. To get started creating your online home base, schedule a website consultation today or download our free eBook on essential elements for an effective website. The time is now to establish your foothold and start reaping the many benefits an owned website provides.

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