The Value of an Official Company Website

In today’s world, a strong online presence can be every inch as important as a company’s physical headquarters. Needs of connecting with customers, partners, and employees are easily met by the power of social media platforms such as Facebook, Twitter, and LinkedIn. When a business is able to communicate with the vast majority of its target market via social media, the question begins to arise: do you still need an official website for your enterprise?

Surely there exist a number of businesses that have already eschewed a ‘traditional’ website in favor of a purely social media-based online presence. Whether this was a wise decision on their part or not, it is worth exploring why these enterprises have done so. Was it at the direction of a common-sense, down-to-earth CEO, who finds more value in the ivy-league connection than active marketing to their demographic? Or could it be a result of taking the route of least resistance, as web domains are often quite expensive to maintain in a secure, professional manner? Naturally, it could well be a combination of factors, all prescient to the market and the unique forces playing upon their enterprise. These are the factors that a strong executive calls to hand and knows to consider.

The analysis

The core question of any decision about a company’s online presence is, quite simply: How does it benefit the company? The benefits of a strong online presence range from consistent e-commerce to timely customer support, but they do come at a price—especially if a business wants to provide the best possible online services and consumer engagement, the content and scope of which is always in motion. Like most business activities, the matter of balancing the costs and benefits of an online presence doesn’t always have a simple answer.

The past twenty years have been marked by an unprecedented growth in the internet’s influence as an aspect of business development, but it is still a new frontier, and at times it can be as whimsical as it is powerful. At the end of the day, sound judgment is needed and a business’s success or failure in the digital sphere will be determined by its leadership’s willingness and ability to recognize, follow, and capitalize on trends—in this, the art is much like everything else in the business world.

The Choices

So what, then, are some pros and cons of maintaining a company website rather than solely relying upon social media for outreach? As mentioned earlier, hosting one’s own website comes with a slew of costs that may not be worth it to every business, especially smaller ones who are just starting out.

Once those costs are above board, an established online presence buys autonomy, which is among the most crucial goals for many enterprises. Growth may be hindered if a business’s online presence is subject to external factors, such as Facebook’s terms of service, or if their announcements and promotions are limited to 140 characters. Hosting an official company website allows a business to be seen on their own terms, with their own look and feel that is separate from the standardized approach of social media platforms. Don’t let your venture be defined by any one platform.

In all, a clever executive follows the people and keeps an ear to the trends.

By Fred Coon, CEO

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