Is Using Facebook as Your “Business Website” the Best Approach?

Some local businesses do just fine without a traditional website, instead relying on their Facebook business pages and other social media platforms. This strategy can work well for certain types of businesses, but it also comes with its own set of limitations. Let’s explore who might benefit from this approach, what the downsides are, and how to maximize your online presence if you’re using only Facebook or other social media platforms.

Who Can Benefit from Using Only Facebook?

1. Service-Based Businesses: Local businesses like hair salons, barbershops, and personal trainers can thrive with a strong Facebook presence. Customers often look for reviews, hours of operation, and contact information, all of which can be easily found on a Facebook page.
2. Restaurants and Cafes: These businesses can use Facebook to share their menu, daily specials, and customer reviews. Engaging posts with photos of food and events can attract local customers.
3. Artists and Craftspeople: Individuals who sell handmade goods, art, or other creative products can showcase their work through Facebook posts and photo albums, interacting directly with potential customers.

Limitations of Using Only Facebook

While relying solely on Facebook can work for some, it has its downsides:

1. Limited Control: You don’t have full control over your page. Facebook’s rules and algorithms can change, affecting how your content is displayed.
2. SEO Limitations: Facebook pages don’t rank as well on Google as a dedicated website might. This can make it harder for new customers to find you through search engines.
3. Less Professional Appearance: Some customers may expect businesses to have a dedicated website. Not having one can sometimes give the impression of a less established business.
4. YOU DON'T OWN THE PLATFORM: Because it is not your web page, Facebook could remove, flag, or otherwise throttle your content arbitrarily, thanks to its new AI checking system. All of your content on Facebook could suddenly disappear, leaving you without content or followers.

Best Practices for Maximizing Your Facebook Presence

If you decide to use only Facebook for your online presence, here are some best practices to follow:

1. Complete Your Profile: Ensure all your business information is complete and accurate. Include your address, phone number, hours of operation, and a detailed description of your services.
2. Regular Updates: Post regularly to keep your audience engaged. Share updates about your business, special offers, customer testimonials, and high-quality photos.
3. Engage with Customers: Respond promptly to comments and messages. Engaging with your audience builds trust and encourages repeat business.
4. Use Facebook Features: Take advantage of features like Facebook Events to promote upcoming sales or events and Facebook Stories to share behind-the-scenes content.
5. SEO on Facebook: While Facebook itself doesn’t rank highly on Google, you can optimize your page for search within Facebook. Use relevant keywords in your business description and posts. Encourage customers to leave reviews and tag your business in their posts.

Examples of Success

Example 1: Jane’s Hair Salon Jane runs a small hair salon in her neighborhood. She uses her Facebook page to share photos of hairstyles, do live videos of fun clients and employees, announce special discounts, and collect customer reviews. Jane doesn’t have a website, but her Facebook page is active and regularly updated, helping her attract new customers and keep current ones engaged.

Example 2: Mike’s BBQ Shack Mike owns a local barbecue restaurant. He posts daily specials, mouth-watering photos of his dishes, and customer testimonials. His Facebook page also includes his full menu and hours of operation. Mike finds that this is enough to keep his customers informed and excited about his food.

Conclusion: It's Right for Certain Situations

Using only Facebook or another social media platform can be an effective strategy for certain local businesses, particularly those that thrive on customer interaction and visual appeal. However, it’s important to be aware of the limitations and to follow best practices to ensure your business remains visible and engaging online.

If you’re interested in learning more about how the digital landscape is changing and how to adapt, check out our blog on The Changing Face of Online Business. By staying informed and flexible, you can find the right digital strategy to grow your business.