Plenty of small businesses run on a Facebook page and an Instagram account, and some of them do fine. If all your work comes from regulars and word of mouth, social media might be enough for now. But it can't do a few things that a website does without trying, and those few things are often where new customers come from.
Here's what social media is good at, where it falls short, and how to tell when a website is worth paying for.
What social media does well
Social media is good at what's new. Today's specials, a finished kitchen, new stock, a class that still has spots. It keeps you in front of people who already follow you, and it makes it easy for regulars to send you a message. It's also free, which is hard to argue with.
For a café or a salon, a steady Instagram feed is a big part of how people decide whether they like the look of you. None of that goes away when you get a website.
What it can't do
Show up when strangers search
When someone searches "electrician Carindale" or "brunch near me", Google mostly shows two things: the map results, which come from Google Business Profiles, and websites. Social posts rarely appear for searches like these.
That matters because social media mostly reaches people who already know you. Search reaches the people who don't, at the moment they're looking for what you sell. For most local businesses, that's the most valuable traffic there is.
Answer the basic questions fast
What do you charge? Do you come to my suburb? Are you open Sunday? How do I book? On social media, those answers are buried under months of posts or tucked into an About section most people never open. Someone comparing three businesses on their phone will usually pick the one that answers fastest.
A website puts those answers on the first screen. It also cuts down the messages asking the same questions every day.
Belong to you
You don't own your Facebook page or your Instagram account. The platforms decide who sees your posts, and they change those rules often. Accounts get hacked or locked, and getting back in can be slow, with nobody to call.
A website on your own domain stays where it is. So does an email address on that domain, which also looks more established than a Gmail address on a quote.
Make you look established
Fair or not, a business with only a Facebook page can look like a side hustle. That matters most for bigger jobs. Someone choosing a builder for a $40,000 extension, or a caterer for a wedding, will usually look for a website before they get in touch. If they can't find one, they'll find your competitor's.
When social media is enough, for now
A website isn't urgent for everyone. Social media and a free Google Business Profile might be all you need if:
- you're fully booked through referrals and regulars
- you're testing a new idea before you spend money on it
- you're a pop-up or market stall that changes every week
If that's you, set up your Google Business Profile properly. It's free, and it's what puts you on the map. Our guide to setting up a Google Business Profile without showing your home address walks through it.
When it's time for a website
It's probably time when one or more of these is true:
- you want work from people who don't already know you
- the businesses you compete with on Google all have websites
- you're answering the same questions in your messages every day
- your jobs are big enough that people research before they call
- you want an email address and a brand that are fully yours
What a small business website needs
Not much. A clear homepage that says what you do, where, and how to get in touch. A page or section for each main service, or your menu or price list. Your reviews, and photos of your real work. Contact or booking on every page. And links to your social accounts, so the two work together: the website does search and trust, and social media does what's new.
A simple site like that doesn't need to cost thousands. Ours start at $490, and our guide to what a small business website costs in Australia covers the wider market. If you'd like to see what it could look like for your business first, ask for a free homepage preview. We use your Google, Facebook or Instagram page to write it, so you don't have to send much.
We also have pages for businesses that live on social media, like cafés and restaurants, hair and beauty salons and personal trainers.
Common questions
Can I just use a free website builder?
Yes, if you have the time and you're comfortable writing and designing. The builder is the easy part. The words, the photos and the local SEO setup take the time. Check what you'll pay each month once you add your own domain, and whether you can take your site with you if you leave.
Should my website and Facebook page say the same things?
Your website should hold what rarely changes: services, prices, areas, hours and how to book. Social media is for what's new. Link each one to the other, and make sure your business name and contact details match everywhere.
Will a website replace my social media?
No. They do different jobs. Most businesses that do well online use both, with a Google Business Profile tying them together.