Website and Social Media: Why You Need Both to Grow Your Online Presence

Key takeaways:

• A website acts as your digital hub, offering a stable foundation for your business.
• Social platforms excel at engaging the audience. But they don’t offer the same control over content, conversions, or customer experience that a website does.
• Use a website and social media to create a more robust online presence.

Businesses have more opportunities than ever to reach their audience. But with so many tools, deciding a focal point can be difficult. Should I focus on building a website? Or should I engage on social media platforms?

Each has unique strengths, and understanding how they complement each other can help you build a solid online presence.

In this article, we’ll explore the differences between a website and social media for brand reach and audience engagement, and why having a website is essential for long-term growth.

What’s the difference between a website and social media?

Characteristic	Website	Social media
Purpose	Serves as a central hub for your business with full control over content and user experience.	Used for engagement, interaction, and real-time communication with your audience.
Ownership	Fully owned by you. No external platforms control your content.	Owned by companies that developed the platforms, limiting control over content and data.
Customization	High degree of customization in design, structure, and functionality.	Limited customization, mostly confined to the design and layout options offered by the platform.
Conversions	Optimized for conversions through landing pages, forms, and calls to action (CTAs).	Conversions can be driven through ads or links, but not as focused on lead generation.
Control	Full control over content, design, and user data.	Limited control due to platform rules, algorithms, and restrictions.
Credibility	Seen as a professional, trustworthy presence; more authoritative in the eyes of users.	Social media can add credibility through engagement but may not be as professional.
Algorithm Stability	No algorithms controlling how your content is seen; the content you post is always visible to visitors.	Highly dependent on changing algorithms, which can affect the reach and visibility of your posts.

Key characteristics of a website for businesses

A website serves as the foundation of your online presence. It’s how customers learn about your business, products, or services. It acts as a digital storefront that works for you 24/7 to showcase your brand, build credibility with potential customers, and convert visitors into loyal clients. Unlike social media platforms where you’re subject to changing algorithms and policies, a website gives you complete control over your message and customer experience.

Here’s what makes a website an essential tool:

• Control. You can tailor a website to your brand identity, user needs, and business goals. With it, you have complete control over the content, design, and structure.
• Credibility. A well-designed website adds legitimacy to your business. Customers judge a company’s credibility by its web design.
• Direct lead generation. A website is built with conversion in mind—whether through contact forms, newsletter sign-ups, or an eCommerce store. It provides multiple avenues for directly capturing leads and turning website visitors into customers.
• Discoverability. You can optimize a website for search engines, making it easier for potential customers to find you. Using targeted keywords, optimizing meta tags, and curating valuable content library, your website can top search results and attract more organic traffic.
• Long-term growth. A website is a stable asset for your business, which you can scale simultaneously with your goals. Unlike social media platforms, where algorithms and policies change over time.

Key characteristics of social media for businesses

Social media platforms offer several key advantages that small businesses can leverage for growth. You get robust tools to build relationships and grow your brand through direct, real-time conversations with customers. Unlike traditional marketing, social media offers cost-effective ways to reach targeted audiences while providing instant feedback and analytics to help you understand what resonates with your community.

Here are more reasons why you should be on social media:

• Engagement. Social media is built for real-time communication and engagement. It allows businesses to interact with customers, respond to feedback, and engage in two-way conversations, creating a more personal connection with them.
• Brand awareness. Social media excels at building brand awareness. It enables direct customer engagement, boosting online visibility and brand awareness.
• Cost-effective marketing. Social media allows businesses to run targeted ads and campaigns at a lower cost than traditional marketing channels.
• Real-time analytics. Social media platforms provide instant feedback on your posts, ads, and engagement efforts with built in analytic tools.

Why your business needs a website for online growth

A website allows you to customize everything from design to features, monetization strategy, and lead generation tools. It serves as an online store front and billboard where customers can learn and directly interact with your brand.

Having a website also boosts your credibility. Customers expect businesses to have a professional web presence, and a well-designed website is the best way to demonstrate legitimacy.

Moreover, your website has search engine optimization (SEO) advantages, allowing it to rank better in organic searches than social media posts and pages.

Social media is helpful, but it’s not enough for your business

While social media is valuable for engaging with customers and building brand awareness, it can be limiting for your business if it’s your sole platform. Algorithms constantly change, and what works today might not tomorrow. Organic reach can drop unexpectedly, and your followers may not see your content.

Social media platforms can ban or restrict your account anytime, often due to sudden policy changes—such as the temporary TikTok ban. Since you don’t own the platform, your online presence is always vulnerable.

Lastly, while it is excellent for driving traffic, social media can’t easily convert followers into customers. On the other hand, a website can access conversion features—eCommerce sites, landing pages, contact forms, or freebie sign-ups.

You have full control over how you want your audience to interact with your site to boost conversion. Social media alone cannot lead to sustained growth, but it works best when complemented by a website. It directs engaged users to a platform where they can take meaningful actions for business growth.

How to integrate social media and your website for maximum impact

When your website and social media efforts complement each other, they create a strong online presence that drives traffic and increases conversions. Align your strategies on both platforms for a consistent customer experience. Here’s how to bring it all together.

• Align your branding across platforms
• Use social media to drive traffic to your website
• Leverage website content for social media engagement
• Add social media sharing buttons to your website
• Track cross-platform analytics

Align your branding across platforms

Consistency underpins a cohesive online presence. Your branding (logo, colors, tone, and messaging) should be consistent across your website and social media profiles. This strengthens your identity, so visitors can recognize your business wherever they engage.

Use social media to drive traffic to your website

Use social media as a way to direct traffic. Share content that users can access back to your site, whether a blog post, product introduction, or a special promotion. Call-to-action buttons on platforms like Facebook, Instagram, and LinkedIn allow you to create direct pathways to website pages, making it easier to convert followers.

Leverage website content for social media engagement

Repurpose valuable content from your website for social media posts, such as blog snippets, featured products, testimonials, or promotions. Sharing bits of your website’s content drives engagement while encouraging the audience to visit your site.

Add social media sharing buttons to your website

Add social media buttons to blog posts, product pages, or any content so visitors can easily share them on social media. This will increase your content’s reach and encourage your visitors to become ambassadors for your brand.

Track cross-platform analytics

Use analytics tools to monitor user interactions. Track key metrics like referral traffic, engagement rates, and conversions know which strategies work and which areas you need to improve.

Set up Google Analytics on your website to record traffic, conversions, and user behavior. Use built-in tools like Facebook Insights or Instagram Analytics to monitor social media engagement. Then, check referral traffic in Google Analytics to see which platforms drive the most visitors.

How to use social media to drive traffic to your website

Posting on social media isn’t enough to encourage engagement and promote conversions. You need a plan to guide users from your posts to your website in a natural and compelling way.

Here are a few ways to harness social media’s power to boost website traffic.

• Create compelling content with clear CTAs
• Share teasers
• Use ‘link in bio’ to direct traffic
• Host giveaways or contests
• Engage with your audience

Create compelling content with clear CTAs

Post content that your audience can relate to and compels a website visit. A blog post, product spotlight, or special promotion can do this with clear calls to action, such as “Learn more,” “Shop now,” or “Read our latest blog.”

Share teasers

Tease your blog content on social media by sharing snippets or key takeaways, linking your full website article. Offering a glimpse of the story sparks curiosity, giving your audience a reason to visit.

Use ‘link in bio’ to direct traffic

Leverage the link in your bio tactic, for platforms like Instagram and TikTok. To make the most of this, strategically update the link based on your current content or promotions. For example, if you’re running a limited-time offer, update the bio link to point directly to the offer’s landing page. Similarly, if you’ve published a new blog post or launched a new product, use the bio link to guide followers straight to that page.

Host giveaways or contests

Lively online events that require users to visit your website effectively increase traffic. For example, ask participants to sign up for your newsletter, browse a specific product category, or share your page to enter.

Engage with your audience

Be “social” on social media platforms. Respond to comments, messages, and shares. The more engagement you generate, the more eyes you get. Show your followers the real person behind the brand, approachable and willing to connect.

How to choose the right platform for your website

Choosing the right platform for your website is important for creating a solid online presence. It should align with your business goals, level of technical skills, and long-term scalability. When choosing a website builder:

• Evaluate your website needs
• Consider your technical skills
• Think about scalability and growth

Evaluate your website needs

Consider platforms like Network Solutions’ AI Website Builder or Wix for a simple and customizable website. For more control over design and functionality, WordPress offers flexibility and scalability. For eCommerce, platforms like Shopify or BigCommerce are optimized for selling products.

Consider your technical skills

If you don’t have coding skills, opt for an easy-to-use website builder like Network Solutions or Squarespace. If you’re willing to learn or already have the know-how, WordPress provides high level customization and a plugin ecosystem that adds depth and character to your website.

Think about scalability and growth

Consider future growth. WordPress and Shopify are highly scalable, allowing you to expand as your business grows. If you expect significant traffic or need custom features, choose platforms with robust hosting and optimization options.

How to choose the right social media platform

When selecting the right social media platforms for your business, consider your target audience, content type, and business goals.

Here’s how to approach it:

• Understand your audience
• Match your content to the platform
• Set clear goals

Understand your audience

Identify the platform your ideal audience frequents. For a younger audience, Instagram and TikTok are the right places to be. LinkedIn is the most relevant for business-to-business (B2B), while a Facebook page reaches a broader demographic.

Match your content to the platform

Picking platforms like Instagram, TikTok, and Pinterest match well with visual content. Meanwhile, X and LinkedIn are suited for thought leadership posts, articles, and professional networking.

Set clear goals

Choose platforms that align with your goals. Instagram and Facebook excel at spreading brand awareness, while Pinterest and YouTube drive website traffic effectively. LinkedIn is great for lead generation and business networking.

Take control of your online presence with a custom website

Businesses need to recognize the significance of a professional website and the importance of a strong social media presence. A website is the foundation of your online identity, while social media helps you engage with your audience. Each has unique strengths, and understanding them can help you build a powerful, cohesive online presence that supports your business goals.

If you’re ready to create a seamless online experience for your audience, Network Solutions’ AI Website Builder can help. With our easy-to-use, no-code platform, you can build a professional website that works for your business. It also comes with a blog feature to enhance your content strategy and drive even more traffic from social media.

Get started today and take complete control of your digital presence.

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