If you’re going to have marketing success in the age of platforms, you’re going to need your website to be a hub for all of them.

In this article, we’ll explain why business websites are not going obsolete any time soon.

1. Less Competition

The competition on Facebook is fierce. Research reveals the average number of engagements with Facebook posts created by brands has fallen more than 20 percent since January 2020. The company analyzed more than 880 million posts and gleaned the average number of engagements fell from 340 to 264 over the first 6 months of the year:

Put simply, there is now more content being created than there is time to absorb it.

The average newsfeed displays 1,500 stories, according to Facebook. The typical Facebook user increased their total number of page likes by 50 percent in 2019. The more pages someone likes, and the more friends they have, the more competition businesses have to break through.

Compare that to your company website, where you have someone’s undivided attention — even if it’s only for a few minutes. Will you have to do something to drive traffic to your site? Yes, but that’s nothing a solid organic search strategy can’t handle.

Companies who practice inbound marketing may have hefty competition for keyword search terms at the beginning of their journeys, but that competition will significantly decrease over time with consistent effort. Conversely, Facebook competition is only likely to increase.

2. You Control The Experience

Another benefit of maintaining a company Website?

You are 100% in control of the brand experience. A well-designed website will function as an extension of your company vision, values and services. Not only will it provide visitors with valuable information, but it will also help them to better understand your unique selling proposition.

You can customize your Facebook business page with a background photo. But, at the end of the day, the page still looks like… well, Facebook! With so many choices available today, potential customers want to know what makes you different from the competition. A company website is much more conducive to telling your brand story in a clear and engaging manner. Also, your site won’t be subject to the effects of Facebook’s ever-changing algorithm. Relying on third-party sites means following their terms of service, like it or not.

3. You Own The Leads

While creating content for native platforms is great, there is no substitute for capturing a prospect’s email address.  Email still provides the highest ROI for modern marketers. Once you have someone’s email address, you have the power to deliver the right marketing message at the right time.

While Facebook is ideal for attracting fresh prospects, it doesn’t provide everything you need to complete the sales cycle. Ideally, you want to motivate your Facebook followers to your website where they can then sign-up to stay in contact. You can’t guarantee a placement in their newsfeeds, but you can count on being recognized within their Inboxes. But, how do you get them to part with their email addresses in the first place?

Create an enticing lead magnet that motivated them to sign-up. If you have a long sales cycle, your online marketing strategy should include layered content for every stage of the Buyer’s Journey. Ideally, your website should act as the hub for all of your online marketing efforts. Use social media channels for lead generation, but nurture those leads through your website and email newsletter.