Website vs Instagram: What Actually Grows Your Business?
For a small business, both Instagram and your website play significant roles, but they ultimately do very different things. Instagram helps people discover and connect with your business, while your website is what turns those visitors into actual customers.
Truthfully, the mistake most people make is relying on only one or the other. For small businesses, having a website is essential to establish credibility. Credibility is what converts. Without established trust, customers will move on to the next business that can meet that threshold of “oh, this is a legitimate business.” Without Instagram (or other social media that makes sense for your industry), you lack an ability to keep those conversions warm. Instagram is a place your current patrons and customers can visit to see if there are any promotions, events, or community updates that they can engage with.
What Instagram is Good For
Instagram is great for getting discovered, building brand personality, staying top-of-mind, and engaging with your current audience. It is a marketing tool, but not a complete business foundation, only a part of it.
Expanding on the personality aspect, Instagram is a great place for businesses to show behind the scenes content. Show the people that work there, share what it’s like to visit the business, and even ask for opinions. Some small businesses offer promotions that are only available through Instagram posts. Some use Instagram to show off that bartender that patrons adore. There are many ways you can use Instagram to give your brand a human touch that makes a lasting impact.
What a Website is Good For
A website’s function is to convert visitors into customers, provide clear and organized information, build credibility (important), and capture leads, whether that is a purchase, filling out a form, booking, and more.
Let’s start with a simple example that makes the importance easy to understand: a restaurant. A recent study found that 77% of diners visit a restaurant’s website before going, typically to look at the menu. (https://www.restaurantdive.com/news/77-of-diners-visit-restaurant-websites-before-going-survey-finds/562008/)
That means your website isn’t just a digital brochure, it’s often the first impression that decides whether someone even considers visiting. Without a website, or with one that feels outdated or untrustworthy, you’re often removed from consideration before you ever get a chance to earn the customer. If you have a website that does not look credible, you are also disqualified.
Now what about other industries? For service-based businesses, credibility is essential. If you require someone to make a phone call just to figure out your services and costs, you are likely missing out on customers. For product-based businesses, people want to know what you sell, your hours, and more.
Whether you have no website or a website that is outdated and poorly put together, you are losing out on money.
Key Differences
Instagram:
Rented platform
Algorithm-dependent
Limited control
Harder to convert
Website:
You own it
Fully customizable
Built for conversions
Works for you 24/7
Do You Need Both Instagram and a Website?
Yes. They work together, businesses grow fastest when Instagram and a website are working together. Let’s follow a typical consumers actions.
1. Someone find your business on Instagram
2. Clicks your website link
3. Lands on your website
4. Sees your services/products clearly
5. Submits an inquiry or purchase
Instagram attracts attention, then the website converts traffic. After an inquiry or purchase, Instagram helps foster relationships and keeps your brand top of mind, as long as you are posting at least once a week.
Without a website in this scenario, they scroll, get confused, and then leave.
How People Actually Find Businesses Today
The main channels for business discovery include Google search, Instagram discovery, word of mouth, and maps/local search.
If they can’t find you on Google, they will likely find a different business instead—missed opportunity number one.
If they hear about you through word of mouth, you already have an advantage. But if they can’t quickly determine how to contact you or understand your services or products, even a strong recommendation won’t guarantee a sale.
If they find you on Maps but there is no website to visit for more information, many will skip you and move on to a competitor.