If you are considering having a website or a Facebook page, it's important to note that while Facebook is a free and user-friendly platform where people engage with your content, it may not be sufficient to support your contractor business. Facebook is primarily used for socializing, whereas Google is where people actively search and make purchasing decisions. Your website gives you control and visibility on Google, the go-to place for individuals seeking products and services to address their needs. Unlike Facebook, your website is your own asset, while Facebook is shared among billions of users, including your competitors.
If you own a trades business, chances are you have already created a Facebook page. You might have received some job inquiries and accumulated a few 'likes' on your page. It can be tempting to concentrate on Facebook, especially if it has already brought you business. After all, Facebook is free, widely used by your customers, and you are familiar with it due to your personal account.
So, why bother with a website? Firstly, you have full control over your website. Facebook can alter its policies at any time (which they frequently do), but your website remains under your ownership. Just consider your own online behavior for a moment... Imagine you are in the market for a new kitchen. What is the first thing you do? You don't immediately check Facebook. Instead, you turn to Google to research potential kitchen installers. Your potential clients follow the same pattern of thinking. This doesn't mean you should delete your Facebook Business Page and solely focus on your website – the real value lies in optimizing both your Facebook presence and your website to attract leads. Facebook and a website play distinct roles in helping you secure more business. In this post, we will address the debate between Facebook and a website, and outline 5 compelling reasons why having your own website is more advantageous than relying solely on a Facebook page.
Choosing Between a Website and a Facebook Page: Which Option is Most Suitable for Me?
Your potential customers could be in various places at the moment.
They might be revisiting a business card you handed them five years ago, searching for your business on Google, or looking for you on Facebook. The more touch points you engage with people on, the more opportunities you have to attract leads. This is why there is no definitive answer in the 'Website vs Facebook' discussion. Facebook offers numerous advantages, such as the 2.7 billion users on the platform, and the fact that it is completely free. However, Facebook also comes with some significant limitations... Firstly, most individuals do not turn to Facebook when in need of a plumber or kitchen remodeler. They tend to rely on Google for home improvement assistance - reserving Facebook for leisure, browsing friends' photos, and sharing memes. While Facebook serves as an excellent free platform, it is not primarily designed to convert individuals into leads. We emphasize this point once more because it is crucial - your business must be visible to customers when they REQUIRE a service. Typically, this leads them to Google. Having a Facebook page for your trades business is beneficial for community building, but lead generation and clients generally come through your website.
Website | ||
Control | Subject to Facebook updates | You have full control |
Freedom | Subject to Facebook T’s & C’s | You have full control |
Customer Interest | Not many people on Facebook are searching for a solution to their problems | Be there when customers are searching for your product or service |
Credibility | Anyone can make a Facebook page. If you build reviews and a larger audience, you can establish credibility over time | The work and cost of setting up a website establishes credibility. Showcasing associations, reviews, and photos can further establish credibility |
Maintenance | Won’t grow without attention | Won’t grow without attention |
Cost | “Free”. But if you want to expand it costs time and expertise | Website hosting is usually under $100 a month. If you want to expand it costs time, expertise and money. |
The Value of Your Contractor Website Compared to a Facebook Page: 5 Reasons
– Your website has been optimized for local SEO
Have you ever attempted to look for a nearby business on Facebook?
While you can search for terms like 'patio installation' or 'kitchen renovator,' the outcomes are unlikely to be businesses in your local vicinity. Instead, you might come across a group dedicated to patio installation or a kitchen renovator located on the other side of the country.
Unlike your website, Facebook does not support local search functionality.
By incorporating local keywords and location-specific pages, your potential customers can easily discover your services when they are in need. While Facebook is primarily a platform for social interaction, your website can be tailored to show up when individuals in nearby neighborhoods require assistance with household tasks.
Your Website Is The Sole Means To Appear On Google.
When individuals search for a home improvement business on Google, they will not see any Facebook results. This is due to the fact that Google and Facebook are direct competitors. Google maintains an index of numerous websites, and the sole method to be included in this index and reach potential customers is by having your own website. By optimizing your website for SEO, you can ensure that it appears in front of individuals seeking services such as new kitchen splashbacks, fresh coats of paint, or new turf installation.
Curious about the process of building a website tailored for SEO? Discover how we create an SEO-focused website from the ground up
Each piece of content on your website holds the potential to rank on Google and generate inquiries from numerous leads every month. In contrast, the reach of your Facebook posts is limited to your followers only. Furthermore, even if your Facebook posts reach potential customers, you may not achieve the desired exposure at the right moment to address their needs.
You Control The Experience On Your Site
If you offer pressure washing services, your most effective sales tool is the 'before and after' photos that demonstrate the remarkable transformation of driveways from dirty and stained to clean and pristine. These visual results attract customers and generate numerous leads for your business. However, on Facebook, you are unable to showcase this unique selling point as you can only customize a banner image and a profile picture, causing your page to blend in with others. To truly highlight your brand and interact with customers, your website provides unlimited customization options such as a scrolling photo section, customer testimonial videos, and branding elements like colors and fonts. These personalized features are crucial for establishing a strong connection with your audience and are exclusive to your website.
Your Website Instills Confidence.
Facebook is currently facing a significant decrease in trust, leading many customers to avoid the platform due to concerns about the prevalence of "fake news." Despite Facebook's large user base, the trust that customers have in your website is unmatched. Trust is essential for generating leads, as individuals are less likely to engage with businesses they perceive as untrustworthy or deceitful. Instead, they are drawn to businesses that provide reviews, videos, blogs, and detailed service information on their websites. Your business's website establishes trust in a way that Facebook cannot imitate, serving as the foundation for attracting every customer.
Your Website Establishes Credibility
Effectively
Not having a website could cause you to miss out on potential customers, as half of them are unlikely to interact with a business that doesn't have an online presence. While using a free Facebook page might seem cost-effective, the lack of a website could result in significant financial losses from customers who value reliability and credibility. Think about your own browsing habits. Would you prefer to browse through multiple Facebook pages or research on Google by visiting company websites before making a purchase? It's likely that your customers have similar preferences.
The Debate Between A Facebook Page And A Website Has Been Resolved
It is a common misconception among business owners that merely creating a Facebook page will automatically result in increased business opportunities. However, this is far from the truth. While the process of setting up a Facebook page is straightforward and allows for easy sharing of updates and photos, attracting customers to the page presents a distinct challenge. Despite receiving initial support from friends and family, who may not necessarily translate into regular customers, engaging a wider audience on Facebook can be quite arduous. Determining the appropriate content to post, ensuring its relevance to customers, and fostering interaction through comments and shares are essential elements that contribute to the complexity of Facebook marketing. Typically, individuals use Facebook for social interactions, sharing interests, and connecting with acquaintances, rather than actively seeking out specific products or services such as bathroom renovations.
If you had to choose between a Facebook page and a website for your long-term business plans, the value of a website is unparalleled. Having your own branded website as a tradesperson will:
- Establish credibility
- Showcase your best work
- Provide a platform to demonstrate how you can address people's issues
- Most importantly, ensure your business is visible to your target audience when they are seeking assistance
A Facebook page should not be a substitute for a website, but rather complement it to enhance your business growth. By showcasing 5-star reviews, work pictures, and engaging posts, you can create a buzz around your brand and increase brand recognition. While your Facebook page can serve as a point of reference for some customers and acquaintances, the website plays a crucial role in initiating the sales process. Just like distributing flyers may lead people to contact you, the actual sale often occurs during personalized phone conversations when potential customers request a quote.
Facebook offers a free platform with the potential to attract new customers, so it's important to invest time in it. Building an audience beyond friends and family requires consistent effort in creating posts, graphics, and videos. While leveraging Facebook for business growth can be challenging, it is a worthwhile endeavor.
For sustainable long-term success, focus on developing a professional website that establishes credibility, showcases your work, and converts visitors into customers. Ensure your website is search engine optimized and Google Ad-friendly.
To maximize exposure and lead generation, consider setting up a Facebook page concurrently with building your website. This approach provides two avenues to enhance visibility and attract potential clients.
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