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Company Facebook Page vs Website: Misconceptions

The Big Dispute

Over the past years, I’ve talked to many clients and seen many small to medium and growing business’s and to my surprise and shock, many had based their whole business on social media network page such as a Company Facebook Page or Group, and in some cases LinkedIn company pages.

Now, I know the significance of social media, but in this article I will tell you the difference of having a professional company website, and having Facebook page, or any other social media presence. In fact, I believe the very term “Website vs Facebook” is a deep misconception, since social media is a fulfillment to your basic professional website.

According to the Social Times, Facebook last year reached over 40 million pages. But does this mean that a Company Facebook Page will replace your Company Brand? Well, read to find out:

What is your Brand?

Well, if you’re a professional company, you should definitely be representing your brand in your website. A Company Facebook page may allow you to upload your profile picture and cover, and post your info in it constantly but it is NOT your online representative and 24 hour marketing tool. Your web design can include your brand color and logo, theme with your look and feel, and of course your own domain!

SEO – Who are you promoting?

By having your own Company Facebook page, you can definitely promote your products and services, and even use fb ads to boost your posts to get them to the right audience, and get more page likes as well. But are you going to show up on search engines and have an organic SEO result bringing you inbound leads and contacts? And will you be able to control the flow of your visitors through Google Analytics such as which pages were visited and which goals and targets were achieved? Well, no, not through Facebook Pages, at least not as comprehensive as a website will be accomplishing for you.

Company Facebook Page vs Website-SEO

Who owns your Company Facebook Page?

It might be hard to believe but when you are using Facebook for business by creating a page, still this page is on Facebook and is NOT owned by you. So you are at the mercy of FB owners, and so are your followers, data and any information relevant to your business. So you might want to think twice if you have founded your professional business on just a Facebook website.

Functionality and Features

It is true that Facebook pages allow us to add many apps and features, but again, what if you want to add further features, like a form submission (without connection to any websites)? Or if you want to implement calculation and workflow customization? Or how about integration with a specific payment gateway? Well as much as it is hard to believe, Facebook pages, do not allow us to complete these tasks.

Summing it up

To get to the bottom line, we cannot actually compare having a Company Facebook page to a website for a business. What you need to know is that social media pages and presence are vital for sure, but not a replacement or a substitute for a business website. So if you’re a professional business looking to survive in the next few years, then you better know that social media, including Company Facebook pages, LinkedIn Company pages, and other media networks, are a fulfillment and completion to your marketing strategy, which is mainly based on your website. So don’t be tricked when people tell you website or Facebook? Set the basics and foundations of your business right and go up. Get the main online representative going (your website) then add on the advertisement speakers (social media).

“website sins” that makes clients turn their back to you

Through surfing into hundreds and hundreds of websites, I faced technical, structural as well as design-related deficiencies that can be a strong reason for reducing visitors or any kind of decreasing traffic. Some people believe SEO is a magic wand that makes visitors stream right in to the net and convert them to customers. Well, that’s partly true, and you might increase the number of visitors for a while. But besides all SEO efforts, there are some issues that have to be addressed on the website itself as a one-time optimization job. SEO is not the target; it’s a tool that leads people to you. But eventually, SEO alone will not make them customers. Here are some reasons I found during analyzing websites:
1. A website has to be responsive. As more than 51% of online visitors are using mobile devices to connect, Google actually penalizes websites that are not responsive. Websites that lack in this domain are losing the greatest share of the market.
2. Homepages should convey the message of your business. Great banners with turgid slogans are not going to be very attractive these days. You might use the simplest design and a common slang tongue for your motto, but if you do this professionally, this will take effect, that’s for sure. The homepage is the most important page, so it must catch users’ attention and make them stay on the website and dig further. The content must be customer-oriented; i.e. you must say what you can do for the visitor, not how great you are. For instance, most modern websites show client testimonials on their home, which is strongly encouraging other users to make use of your services.
3. Many modern websites are SPA (single page application) as it is the most preferred design these days. In this way, you can provide the most important information about yourself at “a first glance” and as time is money, you’ll use the “5-seconds-chance” as much as you could.
4. Websites have to relate to their target audience. A website is a great stage for catching the interest of clients. But do we understand who they are? You always have to know who you are dealing with. You also have to gauge the social mood regularly and pay attention to what’s “in” or “outmoded”.
5. Search engines and tracking options are very sensitive in a website. Indeed it’s essential to have an easy way to search the site, but simultaneously, you have to be careful and prevent this system from causing a security flaw that will expose you to hackers.
6. Social media is an inseparable phenomenon of the online life we live today. Websites lacking links to your social media accounts are doomed to be isolated and ignored.
7. Load time is very critical for a website; if any visitor trying to check out your links has to wait and look a white page and read the “loading” message, there’s a great potential that the “5-seconds-chance” times out and you lose another opportunity. If you want to see how strong your website is, go to gtmetrix.com and write your website URL in the right place. You will see what’s behind and how it is performing. But having a short load time doesn’t mean you’re doing well. This might come from a very low usage of tools and images. The most important rule here is, being user-friendly and making everything faster and easier.
8. Never forget the mission of your website:
a. If you’re running a real estate company, you have to organize the structure in a way that your contractors, subcontractors, suppliers, employees or even clients find your website as the right platform to deal with you and enjoy your services. Therefore, a simple WordPress theme will not help you as it should. If you are showcasing “projects”, you have to prevent you site from becoming a simple image gallery. While you can totally benefit from a picture gallery, visitors expect to see some information about your accomplished projects. So, there is more need for text here.
b. If you’re running a mall, shop or any kind of product sales corporation, you have to have an E-commerce website. For such, without E-commerce your clients can’t order anything without contacting you personally. And every experienced marketer knows how essential it is to create the easiest mechanism in order to persuade your customer to buy your product. So, everyone should have the ability to order per click. Your clients should have the possibility to share the products, email their friends, and vote for the products, add them to their wish list, or be notified when a product is back in stock. With an E-commerce you can analyze your sales, see what products have been purchased most or who your best customers are…
c. If you’re in charge of any kind of HR, PR or job application business, you should offer the right tools for your target audience. Make the “contact us” page a platform that connects people to you, as well as other relevant sources they might need. Remember, this profession is very social in nature and you need to reach out to people personally. There’s no need to direct everyone to your own links. You may even lead them to others, but if you manage to help people find what they want, you’ll always be remembered as a reliable source and that brings reputation.
At the end of the day, you should ask yourself: Is my website substandard? Now is the right time to get serious about your online presence. More and more clients are turning to the internet for information and advice on their projects, sales, schedules and even connections. If you’re the go-to guy for products, services or even a simple advice, and you have a well-designed and well-functioning website, you’re going to get the job. You can persuade the visitor how to react and whom to refer to. Will you?
I warmly welcome any critic and feedback on this piece and I want you to connect with me at:rodney.goedhart@comelite.net

 

Author: Rodney Goedhart