Why a website is so important to running a gentle business (and why I focus on my website instead of social media)

In today’s online world, there is an idea that if you’re building a business you don’t need a website- just be on instagram/tiktok/youtube/insert other social media platform.

And for certain business models, this is ideal- eg. if you’re an influencer or creative who doesn’t have an official service or product that you offer.

But for the clients I work with, their businesses generally encompass some type of service or product (or, they have visions to offer some type of paid service or product in the future).

As well as this, they usually aren’t that keen on being on social media, and are hoping to run a business without needing to be relentlessly creating content on social media platforms (often, they would prefer not be on socials at all).

Yet many solopreneurs and small business owners have been thrust into the mindset that social media should be the central focus of their business. That constant content creation on a zillion different platforms is just a normal part of running a business.

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When I began Soul and Self, I was drawn towards the simplicity and calmness of basing my business around my website, not around social media platforms.

I think this was because I personally love visiting people’s websites. I love spending time perusing at my own pace, exploring what they offer and getting a feel for them in a space that feels calm and without distraction.

I also find that social media immediately overwhelms my senses and energy due to the volume of micro-information and quick pace of consumption.

As well as this, I find that social media leads to an underlying, yet constant undercurrent of ‘There is always more you should be, do and have.’

In my private life I don’t use social media- so as a business owner, I didn’t want to have to use social media platforms. And I especially didn’t want to make my income dependent on needing to have my business on social media.

This is similar to most of my clients too. Generally, the women I work with are seeking a gentler way of running their business. They naturally feel more aligned with the idea of having their own space to draw people into, rather than needing to constantly show up on social media platforms.

For these women, one of the best ways to leverage their online presence in a way that feels gentle and sustainable, is through creating a website that works to market for them.

I have found that a content-rich website is so important to running a gentle business.

A website that truly connects with your ideal clients and customers can do so much of the heavy lifting in your business for you.

A thoughtful and content rich website allows people to get to know you at their own pace, in a calm and intentional way that is away from the noise and frenetic energy of social media.

It gives you an online home for your business, where you can set the tone, feeling and energy of the space you want to create.

It provides a consistent and repeatable message to anyone who wants to explore your business more deeply, without you needing to constantly show up and be available online.

It helps you become naturally discoverable via search engines (meaning that people who are actively seeking out a business like yours, are finding you).

And it provides a powerful asset that organically grows over time, without you feeling at the whim of ever-changing algorithms and the unsustainable hustle of social media.

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This doesn’t mean that you can’t use external social media platforms and avenues like podcasting and youtubing to build your visibility. And it doesn’t mean that your website needs to be the only part of your business.

It just means that your website serves as the nucleus of your business.

Your website becomes the online home that all of your other content directs back to, creating a rich place with everything in the one place, where people can come to feel, explore and deepen into who you are and what you offer.

When you have a website that is clear and reflective of you and your business, people can feel safe to purchase directly from you, without needing to meet you or follow you online daily. I still find it such a beautiful thing that people who I have never met can come to my website, explore my content, and feel comfortable enough to buy from me and work with me- without needing to find out more about me via social media.

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If you’re a gentle business owner or creative who would love to shift your focus from posting on social media all the time, I definitely recommend focusing on creating a content-rich website.

By creating and nurturing your website, you’re building a powerful asset that does the heavy lifting in your business for you- ultimately, allowing you to soften into your business and life without the frantic pressure of needing to do it all.

Belinda x

Want to learn more?

To learn more about creating rich content that cuts through the online noise and naturally connects with and magnetises the right people to your business, head here.

If you’d like to delve deeper or you need some personalised support with writing and creating content for your website, head here.

Read 3 tips to transform your website into your most powerful marketing tool (so you can stop relying on social media)