With Social Media becoming the hottest thing for venues and promoters the past couple of years, it’s easy to overlook one of the most important parts of your online presence, your website.

Your website should be your “home base” and you should drive people to it and as often as possible.  Facebook, Twitter, Pinterest really start to help your cause out when pointing back to your website.  Sure it’s easier to upload 50 pictures to Facebook, but next time keep 3-5 standout shots and save them to your website.  You’ve heard that saying “build it and they will come” well it also applies to websites.

It is after all, responsible for more than just claiming your namesake on the internet, and here are the points that prove that.

• A well created and regularly updated website provides excellent search engine results.  Try “googling” a term that’s relevant to you and see where you pop up.  “best Melbourne nightclubs” “top restaurants in Sydney” etc.  You can’t achieve this through social platforms alone.
• A website will give you an online presence.  Let’s look at the point above.  If you’re lucky enough to be mentioned in search engine results, naturally the next step is to Google your venue or event.  What are people going to see if there’s no website there?
• A website also provides you with individuality.  Social Media platforms for the most part, are very generic and really only allow you to add pictures and videos to set them apart.  In reality, they all still look the same.  With your website however, the sky’s (and your wallet’s) the limit and you can have a website that fits your venue, business or you, down to a tea.
• Having a website also earns you a little more respect.  I would second guess any venue or business that doesn’t have a website.  It could be for very valid reasons but if I’m trying to decide between 2 places on where to go for dinner and one place has a website, and the other doesn’t, guess which one I’m going for?
• Your website also gives other websites a place to point to.  Confused?  Yelp, Urbanspoon and other review sites are all the rage and when your venue is mentioned, naturally there is a link to your website included.  If you don’t have a website, then that’s a HUGE opportunity missed.
• A website almost always comes with the associated email domain.  Example, www.myguestlist.com.au and socialmedia@myguestlist.com.au.  As mentioned a couple of points prior, having the correct email address just adds a little more professionalism.  Any venue or business still using Hotmail or Gmail email addresses really should be looking at changing ASAP.
• Another HUGE advantage of having a website is the ability to capture data.  A proper email list is definitely more valuable than Social Media likes (it’s been debated) and with this information you can send out targeted emails campaigns, timely SMS messages and other sorts of laser focused marketing exercises.  A well setup form on your website can do this, and if you don’t have a one, someone will and will be stealing potential customers.

In short, whilst you should keep on top of your Social Media efforts, you should always keep your website involved.  It doesn’t have to be an everyday event, but regular updates will see it becoming more of a solid part of your online presence.  Besides, you don’t own any of your Social Media and if the platforms decide to shut down tomorrow, all you have to rely on is your website.