This Local SME Got Website Marketing All Wrong

For 27 years, we’ve championed one simple, powerful principle in online marketing: bring the eyeballs back to your website—because that’s where it matters most.

Your website is your digital headquarters. It’s the only online space you own. Every effort—email, social media, SEO, paid ads—should drive traffic to it, not away.

So imagine our surprise when we recently came across a local SME that was doing the exact opposite.

Their website looked decent enough. It had the usual sections— Home, About, Services, Careers and Contact. But then we clicked on something important: the News & Events section.

And that’s where things went wrong.

Instead of showcasing their announcements on their own website, every single news item redirected visitors away—some to Facebook, others to LinkedIn.

Let’s be clear:

• When we clicked on their latest press release, it opened a LinkedIn post.
• Their recent award announcement? A LinkedIn update.
• A CSR event? A Facebook update.

Not one of these updates was published natively on their own website.

Why This Is a Problem, You Ask?

At first glance, this may seem harmless. “We’re just using LinkedIn and Facebook to reach people,” you might think.

But here’s the truth: social media is rented land.

You don’t own it. You don’t control it. Algorithms change. Platforms disappear. And worse, you’re sending your hard-earned website visitors away to platforms where distractions are plenty—and your content is one scroll away from being forgotten.

Here’s an example – Did you know that Facebook Live stream videos will not be kept for more than 30 days? It used to be that your livestream videos could live forever on Facebook. Even Facebook is doing some serious housekeeping!

Let’s find out what this SME got wrong:

1. They didn’t understand the purpose of their website.
   Your website should be the central hub of your brand. Visitors should be encouraged to stay, read, explore—and eventually contact or buy.
2. They treated social media like a publishing platform.
   Social media is for distribution, not for housing your content. You post a teaser or announcement on LinkedIn or Facebook—with a link that brings people back to your website, not the other way around.
3. They lost visibility in search engines.
   By posting all their news on social media, none of that content was indexed by Google under their own domain. That’s a huge missed opportunity for SEO and long-term visibility.
4. They underestimated the cost of ‘saving money.’
   Thinking that social media is “free” is a costly misconception. They might have avoided paying a web person to update their news section—but they’re now paying in lost traffic, lost leads and lost trust.

The Right Way to Do It

If you’re a business owner or marketing decision-maker, remember this:
Your website is your home base. Everything else is just a satellite.

Here’s what we always recommend:

• Publish your news, announcements and updates on your website first.
• Then, share links to that content across social media with enticing teaser summaries.
• Use social media to spark curiosity—but always direct people back to your site.
• Keep visitors engaged on your website with related information, calls to action and next steps.

A Simple Rule That Will Serve You for Years

Whenever you’re tempted to post something important only on social media, ask yourself:

“If LinkedIn or Facebook disappeared tomorrow, would my audience still be able to find this?”

If the answer is no, you’ve got work to do.

Your website isn’t just a brochure. It’s your most valuable digital asset.

Don’t waste your traffic. Don’t give away your content.

Own your space. Own your story. Own your audience.

If you’re unsure whether your website is helping—or hurting—your business, we’re happy to take a look. It’s what we’ve been doing for over two decades.

Let’s make your website work for you, not against you.

Have questions or want a quick website audit? Contact us—we’re here to help.