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By: Michael Emanuel
Date: June 11, 2026
Some of you might be thinking, “I already have an Instagram or Facebook – why do I need a website?” The short answer is that social media is great for getting exposure, but not as good at turning people into paying customers. I wrote an article about this before, but we'll delve into it a bit more here.
There are three main reasons why using only social media for your business stunts your growth potential - algorithm dependency, limited control, and content burial.
Social media platforms use algorithms to determine what content gets displayed to various audiences. Factors such as keywords, originality, location, engagement metrics (e.g., likes, shares, watch time, etc.), and popularity all impact how content is ranked on social media platforms. However, algorithms are constantly changing, so you can’t be too certain that the formula you use today will be working tomorrow. For example, Facebook (Meta) reportedly makes major algorithm changes every few months.
It’s important to remember that you don’t own the social media platform – you’re just renting space there. You have no direct control over who sees your content or – to some extent – how they interact with it. Your branding is limited. The algorithm, policies, and terms of service can change whenever the company sees fit to do so. Therefore, your reach potential is largely out of your hands.
Social media is a fast-moving space. As quickly as you put out content, a dozen of your competitors has done the same. And if they’re putting out at a faster rate than you – which they likely are – your content will ultimately be lost in the noise. For instance, a Facebook post has a typical lifespan of about 5 hours before people will (largely) stop engaging with it. So, if you’re just one person or a small team, how much content can you realistically generate to maintain peak engagement levels in such short intervals?
A website offers three distinct advantages that social media doesn’t - ownership, search visibility, and structured information.
As the header suggests – you own the website that you created. There are no terms of service, or rules, or brutal algorithms (though algorithms still exist for websites) that will impact your visibility. For the most part, how you structure and optimize your website will determine that – putting a lot more power in your hands.
I said algorithms still exist for websites, and that’s true. Much like social media platforms, Google makes major updates to its search algorithms roughly every few months. However, search engine optimization (SEO) is a routine practice for website owners to adjust to these algorithm changes and maintain visibility. Also, if you utilize a Google My Business page, you will naturally have increased visibility in your local area – which you are most likely operating in.
This is the most critical advantage – you can portray your business however you’d like on a website. Unlike social media that only allows you to show content in specific, disjointed formats, your website can display content in a way that guides people through your unique business process. This increases the likelihood that people will convert (e.g., purchase something) when they see your content. Side note, people tend to trust your business a lot more if they see that you have a well built website.
Businesses shouldn’t be treating websites and social media like an “either/or” decision. It’s best to use both. Social media helps your business get attention and exposure by providing bite-sized information that interests your audience. That content should then guide your audience to your website, which sells the product or service using your branding, detailed information, and unique solutions.
Pro tip: having a website that is linked to high-performing social media accounts boosts your website’s organic search rankings.
Small businesses hamper themselves by relying solely on platforms they don’t own. Social media is powerful, but it’s not enough. The businesses that win are the ones that use social media to attract and their website to convert. That’s the strategy that builds long term growth, stability, and real revenue.
