I paused, at a logical stopping point in my dinner prep, to go for a mindless scroll on Facebook. You know, like you do. You do too, right?
I came across an advertisement from a well-known link sharing platform, claiming websites are “so 2017”. And honestly, I giggled.
It’s a cute tact to take, and the ad was attractive. Heck, I use the platform myself, I’m not about to throw shade at it for trying to make a streamlined link homepage look more effective than a website. In some ways, it is absolutely the right answer.
But still, I giggled. Because the two actually aren’t comparable.
Who needs a website?
So, who needs a website? [And I say “need”, but of course this isn’t so cut-and-dry as to be an absolute.]
Websites are great choices for artists, performers, small businesses, service providers, and more. They’re the online home/studio for anyone who wants to make their presence known on the world wide web.
Why is a link sharing page different?
You know the link sharing pages I’m talking about, right? The ones you see in Instagram profiles, so the owner can share a whole bunch of things?
That’s where they shine. They’re so good for exactly that purpose. You have your social media links, maybe some affiliate marketing links, and anything else you want people to see all in the same place. X marks the spot, check the box, boom – you got it all there.
But that’s not the same as a webpage. Even the paid versions which allow you more customization don’t have the capabilities that a website has.
It’s not that one is better than the other. It’s that they serve different purposes.
So what’s so special about a website then?
A good website gives you so much space to move and grow. It can offer galleries, eCommerce options, blogs. It offers the opportunity to let your customers or admirers really get to know you. And that’s important.
Many of my trainings and workbooks talk about “trust markers”.
The term “trust markers” can be used in two ways – one for the man, and one for the machine.
First, let’s talk about the humans – your followers, clients, customers, etc. Trust markers are pieces of marketing, information, or other content that show that you are trustworthy. They give viewers the confidence to become customers, and calm fears of a fly-by-night operation that will take shoppers’ money and run.
In regards to machines, I’m talking specifically about Search Engine Optimization (SEO). Google and other search engines look at a several hundred points of information before determining how to show a website in search results. Some of this has to do with keywording, some with accessibility, and some with – you guessed it- trust markers.
The search engines want to provide satisfaction, and of course they do. If your Google results consistently brought you to shady, unprofessional looking sites and you keep having bad experiences, odds are good you’ll be giving Bing a shot instead.
And so, in SEO these “trust markers” include content, links, and other information that signals to the search engine that this website is real, legitimate, and worth showing in results.
Cool, now I know what a trust marker is. And?
Glad to asked – I’ll explain that now.
Anyone can make a free email address. Anyone can create a Facebook, Instagram, TikTok, or other social media account. Anyone can open an Etsy store or list items on eBay. Anyone can say anything they want on the internet (and this is definitely NOT my favorite thing about the internet, but that’s a different story…)
A good website requires time and effort, if not money as well to buy a URL and hosting (yes, there are free hosting options also, though they may not be quite as professional looking). Because a website that is hitting those trust markers we discussed above requires resources, a website is always going to look more professional and therefore, more trustworthy than a collection of sites that anyone can make profiles on.*
*this isn’t to say that there isn’t value in using social media in conjunction with a website, simply that they’re not of equal value in this capacity
All of this to say, a collection of links, many of which are likely coming from free platforms, are not equivalent to a professional looking, well designed website that answers questions and turns browsers into customers.
Use the link platform when it works for you. But please, don’t think it replaces a website.
Speaking of websites…
Speaking of websites, my very favorite platform to design on is WordPress. It has so many options and such great integrations, there really is a way to use it for nearly every use.
But with it’s well earned popularity comes the need for WordPress security. I’ve created an instant download PDF ebook titled An Introduction to WordPress Security, available here, to cut right to the chase and offer a no-nonsense look at what security challenges you may be facing when maintaining a WordPress website or blog, and how to address them.
This is an introduction, so I’ve chosen the most common problems and given step-by-step instructions on how to handle them. In this eBook you’ll gain an introductory education to the how and why of cyber crime, why WordPress site security is so important, and 7 actionable steps to take right now to make sure your site is secure. Also included is a list of recommended WordPress security plugins, and a brief checklist so you can perform a website self-audit and easily see what you should be addressing.
Want to learn more about small business branding and marketing? Contact me today and let’s chat!