Are websites necessary in the social media era?

We live in an age of mobile apps and social media, so while some may consider this question to be ludicrous, it is a valid question; one that many millennial business owners and managers will be asking themselves. However, it is important to note that websites are as important now as they have been in the last decade, and we’d wager they are more so. 

While we use social media and apps for nearly every aspect of our lives, we all use one thing on a daily basis: Google search. When we search for the best apps for productivity or the top places to shop for discounted designer clothing, Google is getting those results from somewhere. At the bare bones, a search engine is just a giant index of the internet, so when you search for something, it will pull content that exists on websites, such as a blog post on the top ten online shopping outlets or why you should ditch your current productivity app for this much cooler one. Someone has written and published that content on a website. And that is why websites are still very important. 

It’s so easy to fall into the trap of social media because you don’t have to faff about with servers or content management systems, or anything other than a username and password. And then you just post your content and watch the metrics roll in. While that sounds great, is it the best thing for your brand? 

Where the magic happens: Your own brand space 

One of the biggest benefits to your own brand is the simple fact that your website is yours, to have and to hold and to do whatever you can dream up with. Websites can truly embrace your brand in ways that social media cannot. Yes, you get your logo at the top which is like a social media profile photo, but you control everything on it. The layout of the page, the way that customers engage with your products and services, what they see first, second and last, how they contact you: this is all controlled by YOU on your website. You are limited on social media by their layout and their rules (more on this in the next paragraph). 

You don’t own your social media stage

Nor do you own any of the content posted to it. Yes you heard that right. That content that you have paid someone to curate, design and publish, that content that you have stamped your brand on and invested in, does not belong to you. 

This is what baffles about social media: you pay for someone to design professional content, or hire someone in-house for the task, publish it, and then pay to promote it, and then pay more to grow your following so that they can see the content that you have already paid to promote, on a platform that you do not own in any way. That’s insane. 

Yet, everyone is doing it. If everyone decided to burn their offices down, does that make it a good idea? No. But you can give the social networks their due: their advertising and marketing strategy has successfully worked on you. And guess what? The day these platforms decide to make a big change, merge with another or shut down altogether, you would have lost all those years of effort and money, for nothing.

Social media is a tool. Your website is your virtual office. And that’s the mentality that many successful brands use. Take a deeper look at the larger companies and their overall marketing strategies: it’s not just social media. You will also see that their marketing campaigns use social media as an engagement platform, rather than a standalone platform. Unless you’re an Instagram influencer, then ignore everything we’ve said: barrage away. But even if you’re an influencer, a website is a central place to direct all of your traffic… 

Evergreen content that works for you for years to come 

Your website is yours, forever, as long as you keep the server running and renew the domain. But in the grand scheme of life, it’s relatively inexpensive to keep running. As a business, you have to pay to keep your e-mails running, so a website should be bundled into that cost. But the best thing about your website content is that it keeps building over time. It continues working long after you have done the work, unlike content on social media that has a shelf life of mere hours. By creating evergreen content on your website, it keeps your website relevant and gives you content that you can re-share on social media time and time again. That’s definitely worth the time investment; as the content is always there, and can be used in so many different ways: social media, email, and more. 

Websites are the backbone of all internet content. We’d like to think that it’s apps, but it’s really websites. They are relatively cheap to build and maintain but like any house plant, websites need love and attention to keep it active and healthy. They are completely worth the investment and should be one of the first things that you think of when you start a business. If you don’t have one, contact us now for a free consultation and we’ll sort you out in no time! 

About Désiré Roberts
Brand Consultant @ TILT Creative

Désiré is a senior brand consultant obsessed with brand growth. With over a decade of experience, she has worked with all sizes of companies, from all over the world, across various industries. She’s different because she doesn’t play by the rule book and she loves the challenge of the learning curves of every industry, which has given her an unrivalled competitive edge with an incredible body of knowledge and experience. She’s laser focused, meticulous, ambitious, persevering, and self-driven.

“When you’re a medium to large company, you need a level of authority that’s divergent from the small business sector. The competition is stronger and the stakes are much higher. The same brand tactics will not work; there’s millions of pounds on the line. You have to find someone who is willing to push boundaries and not just think outside of the box, but think outside of the universe. You must change your perspective to play in this ring, else you be knocked out in the first round. 

Likewise, when you’re growing a small business, you can’t use the same rule book as the big boys – you have to play the game of your own sector, just better than your competitors. The interesting thing is that not many SMEs pay attention to brand, so just by tightening that area up, you’re instantly in a much better position than your competitors.”

Since you’re looking for someone to level up your brand, you need not look any further; you’ve found it.

Book a call below.

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