Why Your Facebook Page Shouldn’t Replace Your Website

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With the astronomical rise in social media consumption through Facebook, many small business owners are left wondering if they need a website at all. After all, their Facebook page allows them to engage customers, offer deals, and post updates about their services. And Facebook pages are much simpler to set up and manage. But, there are a few very important reasons why business owners should utilize both a website and a Facebook page.

  • First and foremost, it is especially important to remember that if you are only using Facebook, you do not own your site and are therefore at the mercy of Facebook’s guidelines and parameters. This is not to say that you shouldn’t have a Facebook page (you certainly should), but it should not be your only online presence.
  • Secondly, while your Facebook page could enhance your search engine ranking, you have no control over SEO elements like meta tags, titles, headings, etc. Remember that content is king when it comes to SEO, and your Facebook page is not usually the proper platform to post large amounts of content. Your fans are looking for pithy updates, links, videos, and images…not a paragraph laden with keywords. (That said, you should try to optimize posts for keywords to a degree!)
  • Another consideration is the constant changes to formatting, page tabs, and applications. A website is set up once and then you only need to maintain it or add/remove features when you want to.
  • Analytics is another biggie. While Facebook Insights does tell you something about your audience, they certainly don’t go as in-depth as website tracking tools. These tools allow you to track both traffic and conversions.
  • Do you post competitor ads on your website? Probably not! Well, on Facebook your visitors could see those very ads on the sidebar of your page if your competitor targeted their ad in such away.
  • Websites are a great way to educate consumers about your services and products while Facebook is a great way to continue to court the consumers you’ve already converted. A recent study by Lab 42 found that one of the top reasons page fans engage with Facebook is to print coupons and discounts. If your fans are looking for coupons for your product or service, they already know about you!

As you can see, there are plenty of reasons your Facebook page shouldn’t function as your sole online identity. Ultimately, your website is your very own home on the world wide web. You decide the format and style, and you dictate the changes. A well-designed social media strategy should incorporate both a website and Facebook and should integrate them in a way that ultimately drives traffic to your website while you build an online community!

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