While 3rd-party platforms can be a convenient option for doing business online, their pricing structure is based on restrictive levels that force you to pay extra for the features you need to properly conduct business. Other options range from social platforms to website builders like Wix, Shopify, etc.

Social platforms represent only a fraction of what our online presence should encompass (and command much more of our attention than they should anyway, serving more as a distraction than a business tool).

In all cases, the only option that guarantees 100% control and ownership of content, data, and sales is a self-hosted website whose URL reflects your business name, is hosted on your server-of-choice, and no one else has access to it. Anything else is settling.

The trade-off? Ownership isn’t free.

Let’s get specific.

Why Social Media Isn’t The Answer to Promoting Your Business

A social profile is an entirely different animal than a website and although they have their strengths, substituting for a website isn’t one of them.

There’s no denying that social platforms have paved the way for “social commerce” (77% of consumer purchasing decisions are based on their experience with brands on social media, Harris Insights report; 73% of shoppers expect brands to understand their unique needs). This kind of traffic requires constant content creation and monitoring and who has that kind of time? Unless of course, you own a self-hosted website and automatically integrate content to social outlets of choice. But on their own, these platforms take work.

So, while social media is proven to be a pretty good “social” channel, they’re a standalone resource that requires their own special bucket to play in the sandbox with.

Where social media shines is in building a community of like-minded patrons to share experiences and seek support but the overarching problem with using social media as a dedicated business presence is its unpredictable engagement activity and the inability to build and manage a client database/CRM (the #1 objective for any business, and what websites specialize in – leadgen and client management).

Why Directory Listings Aren’t The Answer to Promoting Your Business

Business directories would be effective if people used them. Thing is, most people use Google to research businesses, not a directory listing.

Space on a page of a directory website that displays hours, contact info, and a tag line, is far from having full-blown control of what you want the world to know about your business. Plus, you’re listed in the same category (and often on the same page) as your competitors. Not ideal.

Why Website Builders Aren’t The Answer to Promoting Your Business

The premise behind website builders (Squarespace, Wix, Weebly, WordPress.com, etc.) is to provide a website to people without their having to pay for a web designer. In exchange for a DIY template-based website, you pay a monthly subscription. In perpetuity.

At first blush this seems like a no-brainer. However, it soon becomes evident that the features you need to run your business will incur additional costs (eg. a dedicated URL, email, ecommerce functionality, forms, analytics, transaction fees, etc.) and what seemed like a bargain becomes a financial burden that you’re locked into because this is now your web presence and what other choice do you have? Website builders are notorious for restricting functionality and structuring their subscription tiers in a way that places must-have features in the next-level payment plan.

On the flip side, it’s a great revenue generator for the platform because they’re guaranteed a minimal monthly income with the likelihood of additional income for addon functionality, knowing that you can never move your site to another platform or hosting provider because everything is proprietary and won’t work anywhere else.

In other words, if you end your subscription, you lose your website. As long as you want to keep your website, you’ll be paying for this appreciating expense indefinitely. And if you do the math, “in perpetuity” adds up to a heck of a lot more than the cost of a web designer.

In for a penny, in for a pound!

And not meaning to rub salt in the wound but according to builtwith.com, sites created by a website builder only make up 5.6% of the top 1 million sites on the internet! This tells me that the shine wears off eventually for businesses looking for a more functional and economical online presence.

Investing In Your Business

So yes, there are always options. You can totally establish an online presence with social media or a website builder (deliberately not elaborating on business directories in this conversation) but expect side effects. Different platforms have different functionality and technical requirements. And limitations.

Think about how your business will benefit from an online presence and in what capacity. And then take that awareness one step further by making the intentional choice to invest in an honest-to-goodness website.

The trick is to weigh the bite-sized never-ending cost of convenience with the long-term, one-time investment of acquiring a bona fide business asset. And if that means a conversation to fill in the blanks, I’m happy to walk you through that.