Websites vs. Social Media: Which Is Best To Grow Business?

When consumers search for a place to grab a drink or a bite to eat, their primary goal is quickly finding reliable and detailed information. Websites cater to this need by offering a centralized hub for everything potential customers want to know: menus, hours of operation, location, contact details, and online reservations.

Here’s why consumers lean toward websites for specific purposes:

Reliability of Information and Brand Trust

A professionally built website is perceived as more trustworthy and authoritative than a social media profile. Consumers expect websites to be the most accurate source for details like operating hours, menu changes, and special offers.

Depth of Content

While social media posts can share snapshots of a restaurant’s offerings or events, they lack the depth of a dedicated website. Consumers visiting a website can access comprehensive information, including detailed menus, nutritional details, allergen information, and event schedules.

Ease of Navigation

Websites are designed to streamline user experience with intuitive navigation menus and search functionalities. For example, a visitor to your website can find specific menu items or book a table in just a few clicks, a convenience not offered by social media platforms.

Social media, on the other hand, excels at discovery, engagement, and community building. Consumers go to platforms like Instagram, Facebook, and TikTok for inspiration, reviews, and updates.

Here’s why social media pages are essential:

Visual Appeal

Platforms like Instagram are ideal for showcasing mouthwatering food photos, videos, and user-generated content. These visuals can draw in potential diners who are browsing for inspiration.

Real-Time Engagement

Social media enables immediate interaction with customers. Whether answering a direct message or responding to a comment, these platforms foster a sense of connection and accessibility.

Discovery Through Algorithms

Social media algorithms often introduce users to restaurants they haven’t searched for directly. For instance, a foodie or beer enthusiast scrolling through Instagram may stumble upon your business via hashtags, reels, or influencer collaborations.

While social media platforms are popular for exploration and casual engagement, websites dominate when it comes to final decision-making. Consumers prefer websites for tasks that require accuracy, structure, and immediacy, including:

Finding Menu Information

While a social media post may highlight a special dish, consumers often turn to websites for a full, updated menu. They trust that what’s listed on the website will reflect actual offerings.

Booking Table Reservations or Placing Orders

Features like online reservations and ordering systems are more commonly and effectively implemented on websites. A streamlined checkout or booking process on a website is often faster and more reliable than navigating through social media links.

Seeking Professionalism and Brand Trust

Websites lend credibility to a restaurant. A polished website with an easy-to-use interface signals the business is well-established and professional. On the flip side, a lack of a website can raise concerns about a restaurant’s legitimacy or attention to detail.

While social media is essential, it comes with limitations that websites overcome:

Algorithm Dependency

Your social media posts are only as effective as the platform’s algorithm allows. Even if you post regularly, there’s no guarantee your content will reach all your followers. A well-designed and thoughtfully created website will help guests find your business through reliable SEO (Search Engine Optimization) practices.

Limited Information Space

Social media platforms restrict the amount of information you can share in a single post or bio. This can make it challenging to communicate all the necessary details about your restaurant. Plus, there are no dedicated places to post your menu and offerings on traditional social media platforms. Sure, you can likely figure out a way to get it on there, but it will become a challenge to keep it updated and visible.

Lack of Control

Your presence on social media is subject to the platform’s rules and changes. For example, a change in algorithm or policies can impact your visibility overnight. With a website, you retain complete control over your content and presentation.

While websites are indispensable for information and professionalism, social media shines in audience engagement and brand visibility. If you look at your peers, you’ll quickly discover that the most successful businesses and brands use both in tandem:

Social Media as a Funnel

Social media can direct potential customers to your website for deeper engagement. For example, an Instagram post featuring your signature dish or newest beer on tap can include a link to your website’s online ordering, menu, or specials page.

Websites for Conversion

Once visitors land on your website, they’re more likely to convert into paying customers through features like online reservations, promotions, and loyalty programs.

Consumer trends clearly show that while social media plays a vital role in attracting and engaging diners, websites remain the cornerstone of a brewery, bar, or restaurant’s online strategy. A website offers the depth, reliability, trust, and control that today’s discerning consumers expect when making dining decisions. By effectively integrating both platforms, restaurants can reach new audiences, build trust, and drive conversions seamlessly.