Problem solver5 min read

Social media vs. a website: what does my business actually need?

This is a question most small business owners ask at some point. The answer isn't 'you need both, end of story' — it's more nuanced than that. Here's the framework.

Step-by-step

What social media does well

Social media platforms — Instagram, Facebook, TikTok, LinkedIn — are exceptional at distribution and discovery. An Instagram post about your work can reach hundreds of local people for free. A Facebook post in a local group can generate five enquiries in an hour. TikTok can take a video from zero to 50,000 views with no existing audience. These are genuinely powerful distribution channels. The engagement, the community, the two-way conversation — these are real advantages that a website doesn't offer in the same way.

What social media can't do

Social platforms are bad at four things that matter enormously to service businesses: 1) Search — they don't appear in Google search results for service queries. 2) Organisation — your past posts, prices, and services are scattered across a timeline. 3) Permanence — the algorithm can suppress your reach, the platform can change its rules, or your account can be restricted or deleted. 4) Conversion — moving from 'interested follower' to 'paying customer' requires more friction on social than on a purpose-built website with a clear booking form.

What a website does well

A website is your owned asset. It appears in Google search results. It organises your information in a hierarchy you control — services, pricing, area, reviews — designed to answer every question a potential client has before they contact you. It doesn't depend on an algorithm for visibility. It converts visitors into enquiries more efficiently than a social profile because it's designed to do exactly that. And it works for you 24/7 without needing new content.

Who can get away with just social media

Some businesses genuinely can: businesses where all clients come through word of mouth in a community that's entirely on social platforms; businesses in highly visual categories where Instagram is the genuine sales channel (a nail artist selling purely through Instagram DMs); businesses in the very early stage that haven't validated the concept yet. These are edge cases. The majority of service businesses serving customers they haven't met before need a website.

Who absolutely needs a website

Any business where clients search for the service type on Google; where the business requires significant trust (entering a home, working with children, health services); where pricing complexity makes comparison shopping likely; where the client base skews older than 35; or where the business appears on professional directories that link to a website. In these cases, social media alone signals 'part-time hobby' to a meaningful proportion of potential clients, even if your service is excellent.

The practical answer: website first, then social media

A website is a fixed asset that represents your business reliably. Social media is a channel that requires ongoing content investment to generate returns. For a new or growing business, a website built in 60 seconds gives you a permanent, professional presence you can link everywhere. Social media then feeds people to that destination rather than being the final destination itself. The combination — website first as the anchor, social media as the traffic driver — outperforms either alone.

Tips & best practices

▸A simple test: search your trade and city on Google ('dog groomer Leeds', 'electrician Bristol'). The businesses that appear are the ones capturing search intent. Are those results all websites? If yes, you need one too.
▸If you have an Instagram business account, adding your website link to your bio takes 30 seconds. Every follower who visits your profile now has somewhere to go that answers their questions better than your posts.

Common questions

Can I have a website and not use social media?

Yes, and for many business types this is fine. Service businesses that rank well in local Google search and have strong review profiles can get steady enquiries without any social media presence. Social media requires ongoing content investment — if that doesn't fit your time or inclination, a well-optimised website is a solid standalone strategy.

What about Facebook Business Page — isn't that basically a website?

Facebook Business Pages provide a directory listing, not a website. They don't appear in Google search results the way a website does. They can't be fully customised for conversion. They depend on Facebook's algorithm for visibility. They're worth having as a supplement to a website — not as a replacement.

I'm on Bark and Checkatrade — do I still need a website?

Directory listings provide leads, but they put you side-by-side with competitors in a comparison format. When a potential client finds you on a directory and wants to know more before they contact you, they look for your website. Without one, the directory listing is your entire online presence — and it's not designed to tell your story or give clients a reason to choose you specifically.