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5 Reasons Facebook Can’t Replace A Business Website

Business Facebook pages provide some amazing features for your company, no matter what your size. But it’s not an alternative to having your own business website.

When Facebook launched their Business Pages in 2007, it presented an amazing opportunity for businesses, especially small businesses. At the time websites were still expensive to make and you’d needed help to make even the smallest of changes. So Facebook’s Business Pages presented a viable FREE alternative to get online and promote products and services to interested followers. Everyone was hooked immediately.

But quietly and steadily since it’s launch, the original benefits of Facebook’s Business Pages have changed considerably. Which becomes a serious issue if Facebook is your primary online business page.

If you send potential customers to your Facebook Page, this article is for you. It’s time to make a change. To explain why, here are 5 common-sense reasons why it’s not a good idea to use a Facebook Page for your companies main online presence.

Recommended reading: Why Your Best Customers Are Walking Away

1. Distractions

Facebook pages & ads are still fantastic tools for finding leads, but if you’re going to pay for advertising, you need to consider the surrounding environment – and how it can adversely affect your sales funnel. 

With a staggering 30 billion (30,000,000,000) pieces of content being published every month on Facebook, it often feels like there are more people talking than listening. Which is probably the case.

The average attention span for an adult in 2020 is around 8 seconds!

(That’s 1 second less than the average goldfish) 

Now consider the affect this has on interested customers. Imagine your ideal sales pitch; to an ideal customer, at just the right time, when their interest is high… 

  • Would you select a nice quiet setting you control, surrounded by your best products and service information?
  • Or would you choose to have your meeting inside a stadium full of screaming fans while your customers favourite team play in the finals?

According to Facebook’s data, visitors spend an average of 1.7 seconds on a piece of content on their mobile app.  And it’s Facebook’s job is to keep visitors on Facebook for as long as possible. It achieves this by feeding users a never-ending stream of content that their algorithms have calculated will be of most interest = distractions. 

If you want better conversion success, it’s simple. You need to lead potential customers away from any distractions. As quickly as possible. 

2. Organic Reach

Originally, any customers that liked & followed your Facebook Page would also get to see your posts and updates, as and when you posted updates. After-all that’s why they followed your business in the first place.

Fast forward to today, and the number of fans that see your latest post is around 5.2%. Which means that only 1 in 19 fans will have your content added to their content feed. Mind you, this doesn’t mean they will see it, read it or interact with it.

Only 1 in 19 fans will have your content added to their content feed.

(Around 5.2% of your Facebook Page followers)

This is likely a result of Facebook’s growth and the sheer volume of content shared every minute of every day. But it’s also because Facebook promotes content that its algorithms predict will encourage visitor discussion and debate. Which is probably why it’s at the heart of so many controversial and divisive topics (but that’s a different story).

So while it is possible to get great organic reach on Facebook, it’s far from easy and involves creating more content that benefits Facebook above your customers and your business (this is basically producing user content for Facebook). But since most small businesses that use their Facebook Page in place of a website because it’s free AND EASY. They inevitably fail to reach even a fraction of their potential audience.

Even when you do create posts that Facebook approves as share-worthy, a successful post generates engagement for quite a limited period of time. If you stop or reduce your activity – you’ll also see a drop in organic reach. By contrast, producing evergreen content for your own website can benefit you for years.

The biggest bug-bear is that Facebook decide what content is share-worthy, based on what works for them (not you). Even now there are teams of people working on fine tuning their algorithms. But those teams don’t work for your small business, they work for Facebook who have their own business objectives. Which leads me to the next point.

3. Conflicting Interests

Facebook make their billions from advertising revenue. Using members social and demographic profile, interests (past clicks and how long a user looked at that cat photo or how many times you’ve watched or shared content) to keep you online longer and show you more ads.

We’ve already touched on how Facebook is all about engagement, they aren’t focused on user intent which drives the likes of Google.

Don’t have your own website? Then you’re producing user content for Facebook.

So where Google’s service aims to speed up the process of users finding what they want through their search engine or adverts. With Facebook it’s the opposite. The longer Facebook can keep a visitor on their site, the greater opportunity they have to generate more revenue (by showing even more sponsored content – adverts).

Facebook’s advertising guidelines advise sending visitors to your own website for increased conversions. Because they know if you don’t, the next distraction is just 1.7 seconds away.

  • Facebook want everyone to stay on their site.
  • You need potential customers to leave.
  • That’s a conflict of interest.

4. Conversion Rates

Everyone knows that a 1% increase in conversion rates is similar to a 10% increase in leads. Plus the benefits of better conversion rates are in effect all the time, on all visitors when you’re running ads and when you’re not.

As I just mentioned above, Facebook advises advertisers to send visitors to their own website to increase ad conversion rates.

Facebook advises advertisers to send visitors to their own website to increase ad conversion rates.

The practice of changing a customers environment to alter how they process information is something marketers have been doing for decades.

Have you ever walked through a department store and noticed that the walkways are smooth hard surfaces, but product areas are carpeted or strewn with racks arranged to create a maze-like effect.

This isn’t by accident. Customers walk slower on the carpet than on hard smooth floors. In addition to slowing down, customers feel more relaxed and that means they are more likely to buy. It’s the same with the shelving and clothes racks – they help slow visitors down because it’s a very profitable tactic.

Supermarkets do it. They regularly move items round to encourage shoppers to walk up and down the aisles slowly scanning the shelves for the item you want. If you’ve ever picked up an item you didn’t plan on buying – they “helped” you do that.

Websites do it too, from landing pages to check-out pages. You get higher conversion results when there are fewer distractions on a page.

If you’ve attracted a customer on Facebook, you’ve either paid with an advert or paid with time and effort to create an engaging post. Either way, the last place you want to send that interested customer is another Facebook page.

5. Long-Term Growth

When you stop looking for the quick easy fix (that never pan out) it’s time to start building your OWN marketing foundations. The most cost-effective marketing tool your business can have is your company website. It’s one of the few elements you have complete control over, and one you can continue to improve and grow over time.

There’s no need to stop using Facebook for business, but you do need to consider where you’re investing time, money, and resources. Are you just generating user content for Facebook or are you focused on building your own business? For long-term growth you should put your energy into your own company website and use Facebook to attract and engage your customers.

Business websites need to make a great first impression. But that doesn’t have to mean big or complicated, it doesn’t matter if it’s a single page site or multiple pages. What matters most is that when a potential customer lands on your site they see the following:

Web Essentials

  1. Branding (are in the right place?)
  2. What you do (the type of product or services you offer)
  3. How to contact you (enquiry form, email, phone number)
  4. Where you are (your business address, map, directions)
  5. Professionalism (give customers the confidence that you’ll do what you say)

First impressions count. Size might not matter but quality does, so it need to look great and be easy to read on multiple devices (phone, tablet, laptop). You’ll also need to consider your local competition (because your customers will be looking at them to see how you stack up). It’s not a time for cutting corners.

For every rule, there’s an exception. So here it is.
If you’re not going to do it well, don’t do it. It’s better for people to think your not up to the task than having a terrible website that confirms it.

Final Thoughts

I’m certainly not against using or setting up a new Facebook Page for business use, especially if you’re core demographic are active users. Facebook is a fast-moving platform with a high visitor traffic flow which is perfect for finding new customers.

But remember, finding customers and making sales aren’t the same. If you want to increase your conversion rates, you’ll have more success if you direct customers to your company website.  Fact!

If you already produce interesting content for Facebook, fantastic! You’re a step ahead of the game, but make sure it’s your business getting the benefits from your efforts and post to your website first. Then a day or two later share it to Facebook or your favourite social platforms. 

Feed content to your own site before building content for Facebook.com. 

Investing in a website for your company can pay dividends for your business. Increasing brand recall and delivering your marketing messages 24 hours, 365 days a year! It’s not as hard or expensive as you might think and it offers a better return on investment than any other form of advertising. So if you want to help your business become more successful, it’s time to make a website your top priority.


Digital First Impressions. Does Your Website Need a Redesign?

website design redesign

We’ve all heard the phrase “you only get one chance to make a good first impression” and it’s as true today as it ever was. Except now your customers are making decisions about you and your business before they even get to meet or hear your sales pitch.

We are all hard-wired to make an initial first impression, from the basics of friend or foe, to spotting a potential mate. But for all the complexity of the human brain, our conscious minds can only process around 40 bits of information a second. Now that might sound like a lot, but the subconscious mind can handle 11 million bits per second and for that reason it’s the subconscious that does most of the heavy lifting when it comes to assessing and judging those all-important first impressions.

“Our conscious minds can process around 40 bits of information a second / the subconscious mind can handle 11 million bits per second”

I bet you’re thinking that surely your conscious mind will still have the final say in the matter, after all it is your mind. You’d be surprised!

Visual Cues v Written Information

It’s easier just to show you than explain it (see what I did there) but even telling your conscious mind in advance that the photo below depicts the SAME PERSON and that he is just dressed in two  different outfits won’t be enough. Your subconscious mind will still judge them differently based on visual appearance.  I’m not saying its fair, just that it happens. To everyone!

First Impressions

Visitors judge the quality of your business / service based on the information you provide on your website and how you present that information. These first impressions are made in less than 50 milliseconds, that’s faster than the blink of an eye.

Even though your conscious mind has already been told that these are just photographs of the same person, your subconscious mind will still insist that the one dressed as a medical professional is the more trustworthy of the two. Who would you want to remove your appendix if you had to pick between the two?

The shocking reality is that the same judgement is being made of your business every time a visitor lands on your website. Within 50 milliseconds, they have already started to formulate a basic visual impression of your company. If your website looks too different from what they expect to see (ie ugly or outdated or even too radical), visitors are unlikely to even start reading what you have to say and simply leave.

Your Websites First Impression

You’ll never know exactly how many customers shy away from your business because of your badly designed website. They won’t tell you, they will just go to your competition.

(I’m guessing that if you haven’t kept your website up to date, then its highly unlikely to be connected to Google Analytics)

  • First impressions are 94% design-related. Good quality content does matter, it matters a lot to the overall success of your site. You can have the best content available but if it’s surrounded by poor design you’ll be turning away customers that are ready to buy. Studies of visitor behaviour have found that visual appeal and website navigation have the biggest influence on people’s first impressions of your brand.
  • Positive first impressions lead to higher satisfaction. A visitors first impression of your website can have a priming effect on how future interactions with your business are perceived. In fact research also shows that positive priming can even boost customer satisfaction.  Obviously, when the shoes on the other foot and a negative first impression is generated there’s considerable knock-on effect which drags on through to user satisfaction.
  • First impressions last. First impressions can last for years and they are very difficult to change, so its best to go out of your way to make a good one the first chance you get. So it’s true to say “you never get a second chance to make a first impression.”

The majority of consumers will view a company’s website online before making a purchase, even more so if your website is service related or is a Business to Business website. You should also keep in mind that most customers when looking for a local service will use a mobile device to search on google.

With so many screen sizes it is impossible to develop a website for each screen. This is why responsive designs are gaining popularity so quickly. Yes, your static website can be viewed on a mobile phone and you can zoom in and out to read content but it’s not as convenient for the end user. And as of 21st April search results on mobile devices will no longer display websites that are not mobile-friendly. Just another reason to redesign your website!

The Good News

The good news is that you can change how your website looks and you don’t have to start from the very beginning.  You can review your existing content and update it, you can identify any backlinks that point to your current website and make sure you factor those pages into your new design.  Web sites have changed a lot over the years and what was once good practice isn’t necessarily the case anymore.

If Your Website Is Dated & Looks Unprofessional Confusing For Visitors To Navigate Not Generating Leads Or Sales Not Exactly Mobile Friendly

Changing the visual appearance of your website is just the tip of the iceberg! If you’re going to do it, you might as well do it right! Stop driving away your customers and Activate Your Potential with a website re-design!  Hue Marketing deliver practical solutions to fit your business and your budget!

Website Redesign For BigMove Phuket

Website Redesign For BigMove Phuket

A Professional Business Needs A Professional Website

The number one reason that visitors indicated why they wouldn’t use a companies service after visiting their website was because it had an unprofessional “look and feel” that lacked credibility and did not “feel” trustworthy.

Understandably this affects businesses that use their website to sell products and services directly but it also affect businesses that use their website to highlight service options and their location, a great example of the latter would be restaurants or dentists. First Impressions Really Do Matter!

It’s an all too common problem especially for small and medium sized business, they started a website because everyone had one and just left it to stagnate. Old design, Poor Usability and even Outdated Content (text). You’d be amazed at how many websites promote specials from 3 years ago or even have the wrong contact information on them.

You’d be even more amazed to know just how many companies with outdated websites still regularly spend money on advertising. It’s just crazy.

The Solution – Start To Rethink Your Website Today

Understanding that your website must be functional part of your business and not a separate entity is your first step. Your second step is to contact us!

Get in touch with Hue Marketing for a free review your current website. We’ll ask all the right questions to ensure we fully understand your business and the role your website will play as part of your business growth. We’ll find practical solutions that will work for your business that you can build on. We don’t just deliver websites, we see the bigger picture and then make sure you’re business is part of it.

Your website can be a powerful marketing tool when its used within a modern business strategy. Pound for pound you won’t find any medium that will offer better value or reach when its done right.

Click on the free website review button above or call us at +66 872 827 483 and talk with Stephen.

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