Everyone says you need a website. But is that actually true for every business? Here's an honest look at when a website is essential, when it's optional, and when social media might be enough.
The Short Answer
Most businesses benefit from a website, but it's not always essential. The decision depends on how your customers find you and what they need to know before buying.
When You Definitely Need a Website
You Sell Online
If customers can buy from you online, you need a website. Even if you sell primarily through platforms like Etsy or Amazon, your own website gives you control and builds your brand.
Customers Research Before Buying
If your service costs more than £100 or requires trust (legal services, home improvements, healthcare), customers will research you first. A website lets you control that first impression.
You Need to Explain What You Do
Some businesses are straightforward - everyone knows what a plumber does. But if your service is specialised or you need to explain your approach, a website gives you space to make your case.
You're Building Authority
Consultants, coaches, and expert service providers benefit from content that demonstrates expertise. A website with articles and resources builds trust in ways social media can't.
When a Website Might Be Optional
Local Service with Walk-In Customers
A coffee shop or nail salon in a high-street location might get most customers from foot traffic and local recommendations. Google Business Profile and social media might be enough.
You Work Purely Through Referrals
Some businesses (tradespeople, certain consultants) get all their work through word of mouth. If customers come to you through trusted recommendations, a website is nice to have but not critical.
Your Platform Does the Work
If you sell on Etsy, teach on Udemy, or offer services through a marketplace that handles discovery and trust, your platform profile might be more important than a standalone website.
What Google Business Profile Can Do
For local businesses, Google Business Profile (formerly Google My Business) is essential - sometimes more important than a website:
- Shows your business in Google Maps and local searches
- Displays hours, phone number, address, and photos
- Collects and displays customer reviews
- Lets customers message you directly
- Completely free
For a local service business, an optimised Google Business Profile might bring more customers than a website that no one finds.
What Social Media Can Do
Social media works well for:
- Showing your work visually (Instagram for photographers, restaurants, designers)
- Building community and engagement
- Sharing updates and promotions
- Direct messaging with potential customers
But social media has limitations:
- You don't own the platform - rules change, accounts get suspended
- Old posts disappear into the feed
- Limited ability to organise information
- Hard to rank in Google searches
What Only a Website Can Do
You Own It
Social platforms can change their rules, reduce your reach, or shut down. Your website is yours. The domain, the content, the customer relationships - all under your control.
Google Searches
When someone searches "accountant in Manchester" or "how to choose a wedding photographer," they find websites, not social media profiles. A website lets you appear in searches for what you do.
Complete Information
A website can hold everything a potential customer needs: services, pricing, process, testimonials, contact details, frequently asked questions. Social profiles show fragments; websites show the whole picture.
Professional Credibility
Fair or not, many people trust businesses with proper websites more than social-media-only operations. A website signals permanence and investment in your business.
Questions to Ask Yourself
- How do customers find you? If through Google searches, you need a website. If through Instagram or word of mouth, maybe not.
- What do customers need before buying? The more information required, the more a website helps.
- Does your competition have websites? If yes, not having one puts you at a disadvantage.
- Will customers search for what you offer? If people search "best pizza near me" and you make pizza, you want to appear in those results.
The Minimum Viable Website
If you decide you need a website, it doesn't need to be complex. A simple site that does the basics well beats an elaborate site that never gets finished.
Essential elements:
- What you do: Clear explanation of your service or product
- Who you are: Brief background that builds trust
- How to contact: Phone, email, or contact form
- Where you are: For local businesses, address and service area
Optional but valuable:
- Testimonials or reviews
- Examples of your work
- Frequently asked questions
- Pricing information (even ranges)
The Realistic Assessment
Most businesses do benefit from a website, even a simple one. But "benefit" doesn't mean "essential for survival."
If you're just starting out with limited budget, prioritise:
- Google Business Profile (free, immediate impact for local searches)
- Social media presence on one or two relevant platforms
- Website when you can do it properly
A professional website is an investment that pays off over time. But a rushed, poor-quality website can do more harm than no website at all. Better to have great social media and Google presence than a mediocre website that puts people off.