Let me quickly highlight a few reasons:
- A website allows you to present your business in an organized, complete, and easy-to-navigate way.
- Having a website gives your business an image of credibility and stability. On the other hand, not having one can create doubts in potential customers.
- Search engines (like Google) index websites, meaning when people search online, they won’t find you if you only have social media. (Searches within social media platforms are quite limited.)
- To advertise with Google Ads, you need a website. And in most scenarios, Google Ads is the most effective way to advertise.
The Alpha and Omega of Marketing: Website or No Website?
Understanding the four points I just mentioned is straightforward, so I won’t bore you with detailed explanations. But let’s put this into a business perspective—what truly matters is what you stand to lose by not having a website or how much more you could gain if you do.
When it comes to decision time, a significant percentage of people want to visit the website of potential suppliers (be they companies, stores, or whatever). The reasons for this vary—seeing more detailed information about the product or service they’re interested in, learning more about the company, finding out what other products or services are offered, or simply gauging how serious and trustworthy the business is—or even if it actually exists.
In the end, the provider who scores the most points in the “comparison chart” (real or imagined) wins. Factors like price, quality, features, after-sales service, and elements like credibility, solidity, seriousness, professionalism, and track record all come into play. Where do you think having or not having a website ranks in this “comparison?”
Endless Scrolling vs. “Everything at a Glance”
Let’s be honest: social media is not the most comfortable or user-friendly place to search for information, analyze features, or compare options. Social media is designed with a specific goal: to make account owners post constantly and users scroll endlessly.
Websites, on the other hand, are designed to present all the company’s information—and its products and services—in the most user-friendly way possible. This includes making everything easily accessible, at a glance, with simple and intuitive navigation, and just a click or two away.
User Experience (UX)
This is what the discipline known as “User Experience” (UX) encompasses. It’s what makes a website significantly more likely to “engage” potential customers.
In the End, It’s All About Advertising
Whether you decide that your business should have a website and/or social media, if you don’t invest in paid advertising, forget about getting customers. (You can do some “organic” marketing—without paid ads—but that requires “time,” and in business, time is money.)
And what do you think is more effective? Targeting your ads at people who are actively searching for what you offer or targeting those who are just “killing time” on social media?
So, which platform should you choose to direct your ads to those consciously searching? Google Ads, of course. And, once again, having a website is a “sine qua non” condition.
But Not Just Any Website
Allow me to state the obvious. As I always explain, a Google Ads campaign that directs people to a website is made up of two components: the Google Ads campaign itself and the website. Your Google ads can generate hundreds or thousands of clicks, but if your website doesn’t provide a good user experience (UX), if its content doesn’t meet the users’ needs, or if it doesn’t have a pleasant design or easy navigation, your investment in Google Ads will be money down the drain.
What’s Next?
If you feel that anything I’ve explained might relate to the poor results you’re getting from your marketing efforts, I invite you to schedule a meeting with me. Let’s think together about your business and the best strategy to change course and steer your business towards sustained growth.