An argument could be made that because of the existence of Instagram, Facebook, LinkedIn, Google merchants, etc., there’s no longer a need for a standalone company website. It’s just another thing to take care of in a very long list of things. Plus, if you’re new to navigating the backend of a website, it can be very daunting to take on.
Despite the ease of use for creating and maintaining a social media account (sourcing & posting content aside), you are still at the mercy of the networks’ algorithms, rules, and server downtimes. And what if – not saying the company will but what if – Instagram shuts down permanently? Now you’ve lost all that uploaded content. A website will still need a host but those go down rarely and usually not for long periods of time. Plus, what you put on it stays on there, unaffected by algorithms and feature changes.
As a brand, you need to think about how to control your brand image. Oftentimes, this is through channels that you own or have more control over, such as a newsletter, website, and social media accounts. And while 71.6% of Internet users search for brand information on social platforms (including message boards), a website will still show up in search results, oftentimes near the top. Try googling your own company’s name on a private browser window and see what results show up.
Assembling a website is no longer as complicated as before. Sites like Wix and Squarespace, paired with free design tools like Canva, make it far easier to create and organize content blocks. Even a one-page website with basic information like what your company is about, contact info, pertinent links, and the latest update/news can now be created in an hour.
So to sum up: don’t just rely on your Instagram or Facebook page to be your de facto company website. There’s only so much info you can fit into those accounts. To maintain more control over your company’s messaging and digital presence, keep a website maintained and updated.