I recently listened to a fascinating episode of Google's "Search Off the Record" podcast where Martin Splitt and John Mueller tackled the question many business owners ask themselves: Is a website essential, or is social media enough?
While they were discussing photographers specifically, their insights apply brilliantly to any small business owner trying to decide where to invest their time and money online.
The Social Media Temptation
It's completely understandable why so many businesses rely solely on social media. After all:
- It's free to set up
- Your customers are already there
- It feels easier than building a website
- You can post updates instantly
- The engagement is visible and immediate
For many businesses, particularly when just starting out, social media platforms like Facebook, Instagram, and LinkedIn seem like the obvious choice. You can showcase your work, connect with potential customers, and build a following without any technical knowledge or upfront investment.
But Here's What You're Missing Without a Website
1. You Don't Own Your Social Media Presence
This is the big one. Your Facebook page, Instagram account, or LinkedIn profile exists at the pleasure of those platforms. Algorithm changes can tank your reach overnight. Policy changes can restrict what you can post. And if your account gets hacked or suspended? You've lost everything.
Your website is yours. It's your digital property that nobody can take away.
2. Discovery Beyond Your Network
Social media works brilliantly for people who already know about you or follow similar accounts. But what about the person in Sudbury searching Google right now for "web designer Suffolk" or "eco-friendly website hosting"?
They're not going to find your Facebook page. They'll find websites.
Google Search (and increasingly, AI search tools like ChatGPT and Google's AI Overview) prioritise websites with proper structure, relevant content, and technical foundations. Your social media profiles simply can't compete for these searches.
3. Control Over Your Brand Story
Social media is designed for quick posts and snippets. Your website gives you the space to:
- Tell your full story in your own words
- Showcase detailed case studies and testimonials
- Explain exactly what makes you different
- Present information in the order that makes sense for your business
- Create dedicated pages for different services or products
4. Professional Credibility
Let's be honest: when you're researching a business, which feels more professional – finding them on Facebook, or discovering a well-designed website?
A website signals that you're serious about your business. It shows you're established, professional, and in it for the long haul. For higher-value services or products, this credibility is essential.
5. Better Conversion Paths
On social media, you're constantly competing with notifications, other posts, and distractions. Your website is a focused environment where you control the journey from visitor to customer.
You can guide people logically through:
- Understanding what you offer
- Seeing the benefits
- Reading testimonials
- Taking action (booking a call, requesting a quote, making a purchase)
6. Actual Searchability
Even with your own social profiles, finding specific information can be frustrating. Try finding that post you made six months ago about your new service offering. Now imagine a potential customer trying to do the same thing.
Your website can have a logical structure, clear navigation, and proper search functionality. Everything is exactly where it should be, making it easy for visitors to find what they need.
The Google Perspective
What struck me most about the podcast was Google's own team essentially saying: yes, you need a website.
They discussed how photographers who want their work to be properly discovered in search need a website with:
- Proper image optimisation
- Relevant context around images
- Good technical structure
- Search Console set up for insights
The same principles apply to any business. Social media and websites serve different purposes and work best together.
So What's the Right Approach?
The answer isn't "either/or" – it's "both, but differently."
Use social media for:
- Engagement and conversation
- Behind-the-scenes content
- Quick updates and news
- Building community
- Reaching people in your network
Use your website for:
- Being found by new customers searching online
- Detailed information about your services
- Showcasing your expertise
- Converting visitors to customers
- Building long-term credibility
- Owning your online presence
Think of it this way: social media is like networking at events and chatting in the pub. Your website is like your office or shop – it's where serious business happens.
The Real Question
The question isn't really "Do I need a website?" It's "Can I afford not to have one?"
Every day without a website, you're:
- Missing out on people searching for exactly what you offer
- Losing potential customers to competitors who do have websites
- Appearing less established than you actually are
- Putting all your eggs in someone else's basket
Yes, social media is important. But it's not enough on its own.
Making It Work for Small Businesses
I understand the hesitation. Building and maintaining a website sounds expensive and complicated. But it doesn't have to be.
At Polyspiral, we've spent 15 years helping small businesses get online with:
- Custom WordPress websites designed around your business
- Hassle-free hosting powered by 100% renewable energy
- Genuine one-to-one support (no call centres)
- Training so you can manage your own content
- SEO to help you actually get found online
The investment in a proper website pays for itself many times over through the customers you'll gain who would never have found you on social media alone.
The Bottom Line
Social media is fantastic for what it does – building relationships, engaging your community, and staying visible to people who already know you.
But a website does something completely different: it makes you discoverable, credible, and professional. It gives you control, ownership, and the ability to convert visitors into customers on your terms.
You don't need to choose between them. You need both, working together.
Your social media brings people into your world. Your website converts them into customers.
Ready to get your business properly visible online? Whether you need a new website, hosting you can rely on, or SEO to help customers find you, get in touch and let's chat about what's right for your business.
This post was inspired by the "Search Off the Record" podcast from Google's Search Relations team, who discuss what really works in the ever-changing world of search and online visibility.
