Why Facebook Is a Bad Substitute for a Website
August 8, 2023
We have heard several painting contractors tell us, “We don’t need a website, we are on Facebook.” If you have enough business from your current customers, you don’t need to build any more business relationships, and all of your customers follow you on Facebook, then that statement might be true.
That’s not to say that Facebook can’t be a valuable tool. It certainly can be. But, for the vast majority of painting contractors a Facebook profile will be a very poor substitute for a website. Here’s why:
People use Google to find local businesses
According to a 2023 survey from BrightLocal, “87% of consumers used Google to evaluate local businesses in 2022, up from 81% in 2021.” Google still reigns supreme when it comes to local searches. And a website is going to give you the best chance to be found on Google by potential customers. That’s because they are accustomed to typing the name of the service, such as “Painting Contractor”, into the search bar and then combing through the organic search results to look at the websites of the businesses they want to consider.
The story is very different on Facebook. Unless somebody specifically searches for your painting business by name, the only place you’ll be seen on Facebook is in the news feed of people who already follow you when you make posts. So, you are significantly limiting your audience by trying to substitute a Facebook profile for a website.
Facebook determines what posts are seen in news feeds and it doesn’t like to show business posts
Facebook has an algorithm that determines what posts a user will see in their news feed. Their goal is to give the user more of what they want so that they will stay on Facebook as long as possible. Because people interact more with posts from friends and family, Facebook is more likely to show those posts (plus paid ads) than the posts from your business.
And you are posting, right? Remember, your only chance to be seen is by posting frequently. Contrast that with a website for which you do want to make small updates fairly regularly (like adding new photos one or two times a month) but certainly don’t have to remember to post continuously.
People expect credible businesses to have a website
Right or wrong, perception is reality. While consumers may be willing to buy a t-shirt directly from Instagram, they expect more from a business that is going to have employees spending time in their home. Credibility is extremely important for home services businesses. Your website can provide that credibility.
When consumers can’t find a website for a business, they are going to think twice about calling them. They’ll question the credibility. “Is it new? Is it a fly-by-night operation? Can I trust them?” You don’t want potential customers asking those questions about your business.
You control your website, Facebook controls Facebook
Whether you build and manage your own website, or you work with a service provider like us, you get to make the decisions on the images, content, design, etc. You have a very high level of control over the messages and pictures people see when they go to your website.
On Facebook you are at the whims of what Facebook wants to do. Just like they control their users’ news feeds, they control what you are able to do with your profile. So, while you may like the “control” you feel you have over your Facebook profile today, that could change tomorrow.
It’s time to build your web presence!
While Facebook can be a valuable tool for painting contractors, it is no substitute for a website. A website is essential for attracting new customers and building credibility. It allows you to:
- Be found on Google by potential customers who are searching for painting contractors in your area.
- Share more information about your services, including your prices, portfolio, and contact information.
- Build trust and credibility with potential customers.
- Generate leads by providing a contact form for potential customers to fill out.
Don’t know where to start? We can help! Contact us today!