Why You Need a Website (Even If You're Killing It on Social Media)
The Problem with Putting All Your Eggs in the Social Basket
What if your Instagram page disappeared tomorrow with all of your followers? Would you know how to re-connect with all of them? Would they know where else to find you?
I have worked in digital marketing long enough to know the immense value of growing and maintaining a community on social media, but I have also seen so many platforms in my community get shut down without warning and lose what they have spent years building. I’ve seen organizations and creators lose their followers, their only way to communicate with their community, and the content they worked so hard to create. So more and more I am seeing people making (smart) moves to get their communities off of social, while still engaging there, and onto their websites and newsletter lists.
We all know social media is great for growing an audience, but you don’t own it… and that’s risky.
FYI: You Don’t Own Your Instagram
It may feel like you do. But the reality is you don’t. Instagram (like all social platforms) has the power to shut down your account at their own discretion and getting it back can take ages if at all. They own the content you post and can do with it as they please. And platform changes can make your beautiful content suddenly become obsolete (looking at you Instagram grid aspect ratio change).
This means you are at risk of losing your audience overnight, not to mention the time and effort you put into curating your platform.
You should truly own your content online, own your platform and always have access to your community. And they should always be able to find you!
What a Website Gives You That Social Media Can’t
A Website Is Your Digital Home
And Instagram isn’t the only social platform on your plate. I’m sure you’re expending lots of energy trying to feed the insatiable algorithm feeds and optimizing your content for different platforms– which fractures the experience of all the content you’re creating. Having a centralized place for all of your offerings, content, and information makes it easier for you to keep track of everything and in turn makes it easier for your community, audience, and customers to keep track of everything you’re doing and how to engage. On a website, you can host long-form content and full photo galleries– so you don’t need to dilute or shrink your message, portfolio, or impact.
I have had clients feel the sigh of relief as they see their ideas coalesce as a holistic concept on a website that holds and finally communicates their full vision. I have seen the gears all click into alignment as they organize their business ideas without putting it through the social media algorithm filter first.
Additionally, having a website gives you a way to control the experience you want to create for your audience. Why put yourself in a box that is created by an algorithm to express your unique ideas?
Your website should feel like the warm, welcoming home you invite your friends over to for dinner– soft lighting and colors so their eyes don’t get irritated, intuitive organization so they know where to get a water glass, optimal seating arrangements for discussion, activities to engage in, clear pathways to the restroom… That’s just UX! Who knew my love for hosting parties would translate into my love for website design.
Social Media + Website = A Power Duo
How Social Media and a Website Work Best Together
Now I’m not saying to quit all social media platforms (though, can you imagine the peace we’d all feel? 😅). Social media is great for creating awareness, reaching new audiences, and staying directly engaged with your community and customers with timely updates. But the goal should always be to drive people to your own space— whether that be your website or newsletter list.
Once you’ve hooked your audience, having a call to action for them is key! Make sure the action is clear so they know what to do and is extremely easy to actually do. Encourage them to click on your link-in-bio to directly go to your portfolio, booking form, mailing list, or blog post. Avoid making people hand-type in links or search your website for the action item and make sure your links are properly titled so they know where they’ll be taken.
An intuitive, creative business website (even a static one with minimal updating) can do so much of the heavy lifting when it comes to translating your social media following into actual clients, donors, and customers.
Let Me Help You Get Online
Create A Website That Feels Like You
Did I mention I offer Squarespace templates and custom website services? I’d love to work together to get your website online and create a digital space that feels like home.
Browse my Squarespace templates or book a consultation to build something custom together.
See you online, neighbor!