Why a Website is Needed Even with High Traffic on Instagram

Instagram offers no guarantees: what happens if the algorithms change

Instagram is a great launching platform, but there’s one tricky aspect: you don’t control how the platform displays your content. Algorithm changes aren’t a theoretical risk; they’re a regular occurrence. What garnered thousands of views yesterday may barely reach a hundred today.

The idea of ‘stable traffic from Instagram’ is an illusion. The algorithm updates several times a year. In 2023, Meta significantly reduced the organic reach of business accounts, prioritizing advertisements. As a result, thousands of companies lost up to 60% of their audience — not due to poor content, but because of changes in the display mechanics.

Platforms like Instagram are not interested in your stability — they are interested in selling ads. If a business is built solely on Instagram, it’s like trading at a market that moves to a new location every month. You’re constantly starting over — searching for clients and attention.

Many entrepreneurs overlook another threat — account blocking. A single policy violation can cause a page to disappear without explanation. The recovery process may take months, during which time the number of orders will fall.

Instagram is great, but betting everything on it is too risky. Especially when you can diversify traffic and have a ‘Plan B.’

To avoid complete dependence on a third-party platform, it is worth building your own ecosystem:

• Create a website as an anchor point — it will remain with you even if your account gets banned.
• Implement Google Analytics to monitor traffic sources and user behavior.
• Use the website as a place to collect contacts — it’s your database, not rented audience.
• Provide the ability to place an order without resorting to Direct — this saves time and increases conversion.
• Promote your website through SEO and Google Ads — it provides stable traffic regardless of social networks.

Do not treat the list as a ‘plan for later.’ It is a foundation without which a business can break at any moment. Because Instagram will not ask you when it decides to change the rules of the game.

You have an audience but no assets of your own

Having an active Instagram account does not mean you have a real digital asset. You can have thousands of followers, active comments, lots of saves, but that is all rented. You are just a guest on someone else’s platform, which at any time can change the conditions or shut the door.

A site, unlike social networks, is yours. It belongs to you legally, technically, and strategically. It is the website that allows you to build a long-term sales system rather than living from story to story. It’s like having your own shop instead of selling from hand to hand at a fair.

A website is the digital real estate of your business

A website is an asset that you can develop, scale, and even sell. It can be improved for the client, launch new features, collect analytics, expand catalogs, and launch sales funnels. You can’t do this on Instagram.

A strong website allows you to build a brand ecosystem. For example, on the Glossier brand’s site, you don’t just see products — you go through a journey that immerses you in the brand’s philosophy, customer stories, advice, and visual mood. And that’s what creates loyalty, which no reel can provide.

For a business, it’s important not just to have a platform for sales but to control how exactly the client interacts with the offer. On Instagram, everything depends on the flow, the subscriber’s mood, and the algorithm. On a website, you control the scenario.

That’s why a strong website is more than just a landing page. It is:

• A full-fledged sales point with the opportunity to place orders 24/7.
• A place for content that doesn’t disappear in 24 hours like stories.
• A space for SEO that allows attracting new clients without advertising costs.
• A platform for analytics: heat maps, behavioral reports, A/B tests.
• A reputational asset — the website forms the first impression of the brand.

The list can go on, but the essence is one: a website is the foundation of digital independence. While everyone is bustling on social networks, companies with strong websites are building a foundation for real growth.

In 2021, the cosmetic brand The Ordinary conducted a campaign on Instagram that garnered millions of views, but 92% of orders came through the website. Customers watch reels, but buy on the site. And this is the best confirmation of the importance of having your own platform.

Lost data = lost opportunities

Every conversation in Direct is an opportunity that is easily lost. A customer wrote to you, you replied, and then the dialogue disappeared somewhere in the endless chain of messages. Without structure, without analytics, without guarantees that you can return to it in a week. Meanwhile, the business loses the most valuable thing — data about its potential buyers.

Instagram is not a platform for collecting contacts, it is a tool for attracting attention. If you don’t create a separate channel where these contacts are recorded, analyzed, and work for you — all efforts turn into a futile chase for likes. And here, the website takes the stage.

Why collecting contacts on the site is critical

The site allows you to convert random subscribers into a base of loyal customers. Through newsletter subscriptions, free guides, exclusive content, email bonuses — all of this gathers data that won’t disappear tomorrow due to a new Meta policy.

For example, the American company Brooklinen (a bedding brand) in its first year collected over 500,000 contacts through the website. Thanks to a competent email marketing system, the share of repeat purchases grew to 40%, and the average order value increased by 18%. No social network yields such a result.

Instagram does not allow tracking full customer behavior. You don’t know who viewed what, who came back, who stopped at a certain product. A website, on the other hand, provides full analytics — heat maps, sessions, funnels. And these are not just beautiful graphs — these are decision-making tools.

What a website offers in terms of data and automation:

• Email collection form with CRM integration.
• Integration with Google Analytics for in-depth traffic analysis.
• User behavior tracking: from the number of clicks to time on page.
• Automatic responses, confirmations, segmentation.
• Ability to launch remarketing to specific segments — for example, those who left a cart.

Most importantly, the customer base stays with you, even if Instagram ceases to exist tomorrow. It is your digital property that no one can take or block.

Selling without a site is like a shop without a storefront

Most customers want to be certain they are buying from a reliable company. And when they see an Instagram page — it is not yet a guarantee of trust. A person looks for a website. They want to see if there are real conditions, how the arrangement looks, whether there are guarantees, convenient delivery. And when there is no website — it is like a shop with dark windows: something is there, but it’s scary to go in.

Brands that limit themselves to Instagram often lose customers before they even make the first click. Consumer psychology is simple: website = seriousness. If it’s not there, suspicion arises — is this business legal, is the delivery reliable, can upfront payment be trusted? And then even the brightest content doesn’t save the day.

Why users look for a website before purchasing

More than 70% of e-commerce shoppers check the brand’s website before placing an order, even if they first learned about it through Instagram (data: eMarketer). This means that a website is not an add-on but a mandatory element of the sales funnel.

Having a website allows you to create a clear scenario for the client: what to look at, where to click, how to make a purchase. On social media, it’s always chaos — today one promotion, tomorrow another, a product was mentioned in stories, but finding it is already impossible. The user gets lost, distracted, and leaves.

A website is:

• A direct product page without unnecessary movements and searches.
• Placing an order in 2–3 clicks.
• Access to complete information: description, specifications, reviews, guarantees.
• Secure payment through integrated payment services.
• A sense of stability that can’t be created through temporary platforms.

Let’s take the case of Warby Parker — an American eyewear brand. They actively use Instagram, but the main sales are made through the website. Thanks to detailed product descriptions, the “virtual try-on” feature, and convenient order processing, the conversion rate on the site is twice that of social networks. The content leads to the site, and the site sells.

Therefore, if there is no site, there is no sale in the full sense of the word. There is only a dialogue hanging in the air. The site is your online showcase, a point of confidence, a place where real income appears, not just comments and likes.

Website = Foundation for SEO and Google Ads

When it comes to scaling a business, Google is indispensable. It is where clients look for solutions: “buy silver earrings,” “massage booking,” “sushi delivery in Lviv.” But the problem is that without a site, you simply aren’t there. Neither SEO nor contextual advertising can work for an Instagram account. They need a landing page — yours.

Even if you have great reels and a lot of reach, it does not affect Google rankings. Meanwhile, a competitor with a simple but optimized site collects all the warm traffic. People go there, read, make orders. And Instagram, meanwhile, only offers a show — without a stable sales stream.

Why Google Only Works with Websites

Search engines are focused on text, structure, semantics. While Instagram fights for emotions, Google serves intentions. It means that a person enters a query with a readiness to buy. And it is the website that allows you to respond to this query as accurately as possible.

SEO is a marathon, not a sprint. But once positions are achieved, it’s a stream of clients without additional costs. Contextual advertising is turbo mode: want traffic tomorrow? Launch ads. But again, only through the website.

Brands that rely solely on Instagram effectively ignore more than half of their potential clients. That’s a colossal loss of opportunities. Here’s what a website offers in the context of Google marketing:

• The ability to create separate pages for key queries.
• Comprehensive analytics on traffic, conversions, sources.
• Connecting remarketing — bringing back those who didn’t purchase the first time.
• Utilization of Google Tag Manager, Facebook Pixel, Hotjar.
• Building a system of landing pages for each advertising campaign.

Let’s give an example. The company Casper (a mattress brand) received over 60 thousand organic visits in the first year of SEO promotion. This allowed them to reduce advertising costs by 40% while simultaneously increasing order volume. The entire strategy was based on content and landing page optimization. Instagram was also used, but only as support for the main funnel. A website is not just an ‘additional point,’ it’s an entry into the Google universe. Without it, you seemingly exist, but no one sees you. With it, you’re in the game.

Design, structure, brand: where is all this in Instagram?

Instagram is beautiful, dynamic, sometimes even magical. But from a brand-building perspective, it’s like an exhibition where each post is a separate stand, lacking overall logic and user journey control. You can’t force someone to view all posts in a specific order; you can’t guide them logically from first introduction to purchase.

A website, on the other hand, allows you to create a coherent structure: a homepage, categories, ‘About Us’ section, reviews, blog, delivery terms, contacts — all built under a scenario that works. And it works not just once but systematically.

Visual identity begins with your own space

Instagram limits you with picture sizes, video durations, and page templates. You don’t control how the user perceives your brand. But on a website, there’s complete freedom: colors, typography, movement, emotions. Web design becomes part of communication, conveying values, style, and level.

A website allows for the creation of a unique experience. For example, the brand Aesop doesn’t just sell cosmetics — it conveys a philosophy of care, style, aesthetics. The site is constructed as a visual journey, which is no coincidence, but a tool for selling through emotion. This is nearly impossible to achieve on Instagram.

On the website you can:

• Build a visual brand language that works in every element — from header to footer.
• Establish a clear information hierarchy: what the client will see first, what they will click next.
• Integrate brand elements in every click: animations, illustrations, microcopy.
• Show real photos of processes, the team, production.
• Be different. On Instagram, everyone looks similar, but on your website, you can be unique.

All of this works not for the “wow effect,” but for recognition and trust. Because when a client sees quality design, user-friendly navigation, and a well-thought-out structure, they intuitively understand: they are dealing with a company that can not only sell but also cares for its customers.

Another example is Notion. The product is complex, but their website guides the user by hand: simple design, minimal distractions, and a focus on benefit. Thanks to this, the company has gathered over 20 million users, more than 80% of whom came through the website, not social media.

Customer trust grows on websites, not on social media

On Instagram, you can create an attractive showcase. But building trust there is difficult. When a client sees an account with photos, without specific guarantees, delivery conditions, or clear reviews, they become doubtful. Even if the price is good. Especially when it comes to the first purchase. People want to see confirmation: who you are, what you sell, how you operate, who has already purchased — and what came out of it.

In this context, a website is the perfect tool. It allows you to present answers to all the questions that a potential buyer typically has in a structured manner. From the ‘About the Company’ section to the reviews page, guarantees, photo evidence — all of these build trust. And on a website, such trust appears organic and professional.

Social proof and compelling content

Instagram allows you to showcase 1-2 testimonials in stories or posts. But that’s not enough. A website can host a comprehensive section with video testimonials, case studies, before/after photos, media mentions. This isn’t about imposing, but about providing evidence — they speak for themselves.

Research by Reevoo showed: 50+ reviews on a site can increase conversion by 4.6%, even if the average rating is less than perfect. Customers value honesty.

Which sections build trust on the site:

• ‘About Us’ Page — not general words, but specific facts: who is behind the business, how many years on the market, what you’re proud of.
• Testimonials — with photos, videos, names, social media links. The more realistic, the better.
• FAQ — structured answers to frequently asked questions.
• Contact Information — map, phone, messengers, feedback form.
• Partners, Awards, Certifications — anything that enhances authority.

As an example, the brand Away (luggage). They created a separate page with customer travel stories. Not just reviews, but mini-blogs: with photos, emotions, context. This created an emotional connection to the product, increased time on the site, and gave a +12% conversion increase over the year.

Instagram is a greeting, the site is an introduction with relationship potential. This is where the client decides whether they want to deal with you seriously.

The website helps automate sales

Sales are not always about calls and face-to-face communication. In modern business, the more processes work without your participation, the better. And here Instagram lags behind. Everything there operates manually: you write in Direct, respond, process the order manually, pass it on. But what if ten people write at once? What if you’re sleeping or in a meeting?

A website doesn’t just solve this problem — it removes it from the agenda. From the first click to order confirmation, everything can work without your involvement. This is not magic. This is automation, which saves time, reduces the number of errors, and provides stability even when you’re offline.

Autonomous systems = more money, less chaos

Order forms, online payment, CRM integration, booking calendars, chatbots — all of this works while you focus on strategic matters. You don’t spend time repeating the same actions, but instead focus on scaling.

Case study: the online educational platform Prometheus built a website with an auto-enrollment system for courses. After launch, the conversion rate increased by 31%, and the number of processed applications doubled. All this because every step was automated: from registration to confirmation email.

What else can be automated via a website:

• Online payments — integration with LiqPay, Stripe, Fondy, WayForPay.
• Connecting a chatbot to answer typical questions 24/7.
• Exporting orders to CRM or Google Sheets.
• Automatic email sending after purchase completion.
• Tracking abandoned carts and reminding customers.

It’s not just convenient, it’s profitable. Because when you don’t have to respond to the same messages daily, you free up time for development, marketing, and new products.

And another case: the company Rozetka, even in its growth stages, invested specifically in automating processes through the website. This allowed them to scale without involving a huge number of managers. Today, it’s one of the e-commerce leaders in Ukraine.

Instagram does not allow this level of integrations. Everything there is manual. But modern business needs ‘auto’. And the website is exactly where you can set it up.

FAQ: Common objections to creating a website

Instagram is working, clients are messaging, orders are coming in — why do you need a website? This is the most common objection voiced by entrepreneurs, especially at the start. But if you dig deeper, it becomes clear that many arguments “against” are based not on real data, but on perceptions. Here are the most common doubts you can hear from business owners — and how to address them:

“A website is expensive — not the right time yet”

This is the most common objection, which is actually more about fear than about budget. Fear of wasting money on something that won’t yield results. But the truth is, a website is not about “expensive,” it’s about “smart.” Even a one-page website that acts as a sales funnel with a “Buy” button can already address the basic tasks of a business: accept payments, collect contacts, track requests.

Platforms like Shopify, Weblium, or WordPress allow you to launch a template-based site in a few days with a budget up to $500. Often even less, if you don’t bother with custom design in the initial stages.

The cost of launching a website on a template platform is 3–5 times lower than the budget of one advertising month on Instagram. And it works continuously, without additional payments.

A website doesn’t need to be perfect right away. It just needs to be functional. Not having a website at all is like opening a restaurant without having tables for visitors to sit at. People come and have nowhere to sit.

“All clients are on Instagram — why spread attention?”

This works up to a certain point. But if you’re sick, go on vacation, or simply change something in the content, the reach drops. Social media is great when it works. But they are unstable. And the worst thing is dependence on a single source of traffic.

User behavior suggests otherwise: people search for a brand on Google even after seeing it on Instagram. If there’s no website, you fall out of the game before the conversation even begins. And your potential client simply goes to someone who has everything in place: website, structure, guarantees, prices.

61% of shoppers check the brand on Google before placing an order on Instagram. If there’s no website, there’s no trust either. In fact, the website is not in competition with Instagram, but it’s an ally. Social media attracts, the site closes the deal. You don’t need to choose between them — you need to set up an effective connection.

“I’m Already Selling as It Is”

This is the most dangerous argument. Because it’s based on the present moment. “It’s working” is not a strategy — it’s short-term inertia. But what happens when it stops working? A business without a website is like a business without a safety net. A clear example — account blocks during the pandemic: many companies had to start from scratch because they had no website, no contact database, and no owned platform.

A website is not just about sales — it’s about structure. About building a brand. About automation. About control. You may have strong demand in Direct now, but once a competitor shows up with a full-featured site — that demand can quickly shift.

For example, Huda Beauty sold actively through Instagram in its early years. But true growth began when they launched their website: with a complete catalog, blog, reviews, and SEO. That allowed them to move beyond social media and build a global brand.

Instagram gives you momentum. But only a website lets you build a system that won’t break with a single update or platform outage. If “it’s working for now” is your only argument against a website — ask yourself: is that a real strategy or just a convenient habit?

According to research by Clutch, 92% of small businesses that launched a website saw conversion growth within 6 months. This isn’t an exception — it’s a trend.

Conclusion: Your Website Is Your Safety Net

A business built solely on Instagram is like a house of cards. Beautiful, but fragile. One algorithm update — and you’re back to square one. One account ban — and silence. One hack — and your audience is gone. This isn’t fearmongering — it’s the reality.

Your website is your territory. A place where you set the rules. Where all analytics are in your hands. Where the client won’t get lost between posts, but will follow a clear path to purchase. And most importantly — it’s an investment that lasts longer than any reel.

The website is not a rival to Instagram. They should work together: social media attracts, the website converts. Social media builds interest, the website closes the deal. Without one of these elements, the structure will always be unstable. What you should do right now:

• Check if your business appears on Google — is your website in the search results?
• Think about which functions can be automated via the site to save time.
• Make a short list of goals: lead collection, online payments, brand presentation.
• Choose a platform (Webflow, Shopify, WordPress) and take the first step.

The longer you delay — the more you depend on algorithms, audience moods, and market shifts. A website is your independence.

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