Website vs. Social Media: Where Should Small Businesses Focus First?

We get this question at least once a week: "Should I put my money into a website or focus on social media first?"

It's a fair question. When you're running a small business, every pound counts, and you want to make sure you're investing in the thing that's actually going to bring in customers.

The answer isn't what most people expect.

The Real Question You Should Be Asking

Instead of "website or social media," the better question is: "Where are my customers actually looking for businesses like mine?"

Because here's the thing – it's not really about what's trendy or what your nephew who's "good with computers" recommends. It's about where your specific customers are spending their time and how they prefer to find and research businesses.

When Social Media Makes Sense First

If you're a restaurant, fitness trainer, hair salon, or any business where visuals tell your story, social media might be your starting point. People want to see your work before they commit.

We worked with a local bakery owner who was convinced she needed a fancy website. Turns out, her customers were finding her through Instagram posts of her cakes and cookies. A simple, one-page website with contact info and ordering details was all she needed – she was already winning customers through social media.

Social media also makes sense if your customers are actively hanging out there. If you're targeting busy parents, Facebook might be worth the investment. If you're going after younger customers, maybe it's Instagram or TikTok.

When Your Website Should Come First

Here's where it gets interesting: even if social media is where people discover you, they often end up on your website before they actually buy.

Think about it. Someone sees your Facebook post, gets interested, then thinks "Let me check out their website to make sure they're legit." If your website looks like it was built in 2010 or doesn't exist at all, you just lost a customer.

For service-based businesses – accountants, lawyers, contractors, consultants – a professional website usually trumps social media. People are looking for credibility and expertise, not pretty photos.

The Truth Most People Won't Tell You

Here's what we've learned after helping dozens of small businesses: you probably need both, but not at the same time, and not equally.

Most successful small businesses we work with follow this pattern:

1. Start with whichever one matches how their customers actually shop

2. Get that one working really well

3. Then add the other piece

Trying to do both at once, especially when you're just starting out, usually means doing both poorly.

The "Website as Home Base" Strategy

Even if social media is your main customer attraction tool, think of your website as your home base. Social media platforms change their rules, algorithms shift, accounts get hacked. Your website is the one thing you completely control.

A local contractor we know gets most of his leads from Facebook, but his simple, clean website with examples of his work and customer testimonials is what closes the deal. Social media gets attention, the website builds trust.

What About Google My Business?

Plot twist: if you're a local business, your Google Business Profile might be more important than either your website or social media.

When someone searches "plumber near me" or "best pizza in [your town]," they're not seeing your Facebook page or your fancy website first. They're seeing your Google listing.

Make sure that's dialed in before you worry about anything else.

The Budget Reality Check

Most small businesses we talk to have maybe $500-2000 to spend on their entire online presence when they're starting out.

If that's you, here's our honest recommendation:

• Get your Google Business Profile perfect (free)

• Build a simple, professional website that loads fast and clearly explains what you do ($500-1500)

• Pick ONE social media platform and do it well rather than being mediocre on three

You can always add more later when the business is bringing in revenue.

Signs You Should Start with Social Media

• Your business is very visual (food, fitness, beauty, art)

• Your target customers are actively engaged on a specific platform

• You genuinely enjoy creating content and engaging online

• Your service happens in real-time (events, classes, seasonal work)

  
  

Signs You Should Start with a Website

• People need to research before buying your service

• You're in a professional service industry

• Your customers expect to find information online

• You want to capture leads even when you're not actively posting

The Bottom Line

Stop trying to be everywhere at once. Pick the thing that makes the most sense for how your customers actually find and choose businesses like yours. Do that one thing really well. Then expand.

We've seen too many small businesses spread themselves thin trying to maintain a website, Facebook, Instagram, TikTok, and LinkedIn all at once. They end up doing everything poorly instead of one thing really well.

Your customers don't care how many platforms you're on. They care whether you can solve their problem and whether you look professional enough to trust with their money.

Not sure which direction makes sense for your business? We help small businesses figure out where to focus their limited marketing budget for maximum impact. Let's chat about what might work best for your specific situation.