Here is a question I get all of the time. “Why do I need a business website if I have a Facebook Business Page”? And a good question it is. After all, it is the world’s third -most visited website. The platform has created its own potential market segment of over 2 billion people, any subset of which can be easily reached with a proper presence and advertising strategy. There are currently over 60 Million Facebook Business Page listings, although only 10% of those pay to be “active advertisers”.

Facebook’s business tools allow proprietors and managers to implement content marketing and sponsored advertising, typically Pay-Per-Click. The backend provides metrics, KPIs, and insights to track, measure and improve your return on investment. It sounds like a great way to conduct your online marketing.

Here’s the problem. Facebook is not your company. It is not your platform. You are subject to its terms of service. The most important fact, however, is that they need to be managed correctly.A simple, unknowing violation of these terms can spell doom for your Business Page. The most common reason Facebook Pages are deleted is simply that they do not adhere to Facebook’s Competition and Promotion Guidelines. Your entire online presence can be obliterated by a personalized process.

Even worse, what if Facebook itself just, went away? None of us have control over that. This is obviously not a likely scenario, nor will Facebook’s relevance and impact diminish anytime soon. But its always a possibility. Facebook has an estimated 15 million fewer U.S. users today than it did in 2017, according to a study released Wednesday by Edison Research and Triton Digital. This means that having a Facebook-only business presence is missing market segments.

A business should never place all of its stock, time, and energy into a single “killer app” or platform. Much like an investor would not place their eggs in a single basket. But rather diversify. Better yet, hedge.

This is where having your own, independent web presence is key, and essential. It removes the single point of failure. Aside from federal regulations and bare-minimum terms of use from hosting providers, you are free to create content and operate your website to your whim. Having a good website instantly boosts your credibility as a legitimate business. First impressions count, and websites allow you to make a very strong impression with a well-designed introduction for your business. A website can help showcase your expertise and better position your business.

We know, because we are in the thick of it ourselves. But we can make an affordable web presence a reality for you and your business.