Your website vs. social media: where should you focus?

In today’s digital landscape, businesses and charities often ask: “Do I really need a website, or is social media enough?” The answer? Both have their strengths—but relying solely on social media can be risky. Here’s a breakdown of the pros and cons of each and how to strike the right balance for your brand.

The case for a website

Your website is your digital home—a space you control entirely. Unlike social media, where algorithms and platform policies change constantly, your website remains yours. Here’s why that matters:

1. Ownership and control

With a website, you’re not at the mercy of social media platforms. If an algorithm changes, your reach isn’t suddenly cut in half. You control the content, design, and user experience.

2. Credibility and trust

A professional website adds legitimacy. Customers and donors often check websites before making a decision—whether it’s buying a product, donating, or partnering with an organisation.

3. SEO: Your key to lasting visibility

Social media posts have a short lifespan. A tweet or Facebook post might get engagement for a few hours, but a well-optimised website can attract visitors for years through Google search.

4. Better conversions

A website allows you to guide visitors toward specific actions—signing up for a newsletter, purchasing a product, or making a donation—without distractions from competitors’ posts or ads.

5. Email and customer retention

A website lets you build an email list—something social media doesn’t offer. With email marketing, you own your audience and can communicate with them directly.

The case for social media

Social media is a powerful tool for awareness, engagement, and community building. Unlike websites, it’s designed for conversations and interaction. Here’s why it’s essential:

1. Instant reach and engagement

With billions of active users, social media helps you connect quickly with your audience. Posts, videos, and stories get seen instantly, while websites rely on visitors coming to you.

2. Community and interaction

Social media allows for real-time conversations. Whether it’s responding to comments, hosting live Q&As, or engaging in discussions, social platforms build relationships in ways websites can’t.

3. Viral potential

A blog post on your website won’t go viral on its own. But on social media, great content can spread organically, bringing new eyes to your brand at no extra cost.

4. Cost-effective marketing

Compared to paid search or traditional advertising, social media is a low-cost way to reach a large audience—especially for small businesses and charities with limited budgets.

5. Data and insights

Platforms like Facebook, Instagram, and LinkedIn provide detailed analytics on your audience, engagement, and performance—helping you refine your content strategy.

So, where should you focus?

The best strategy? Use both.

• Your website should be your home base—where you convert visitors into customers or donors.
• Social media should be your outreach tool—where you build relationships and drive traffic to your site.

If you’re just starting out, ask yourself:

• Do you have a website? If not, consider setting up at least a simple, well-structured site.
• Is your social media presence active? Make sure you’re engaging your audience, not just posting updates.
• Are your platforms working together? Use social media to direct people to your website for deeper engagement.

Final takeaway: Social media is rented space—your website is owned land. The strongest digital brands leverage both to grow sustainably.

If your website needs an update or your social strategy needs work, now’s the time to take action. Where will you focus first?

Photo: Canva Studio