Are Facebook and Instagram enough, or do I need a website?
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Short answer: Facebook and Instagram are not enough for most businesses, because they are rented channels controlled by the platform and they appear only to a limited extent when someone searches for a service on Google. A website is your own channel: it appears on Google, on Maps and in AI assistants and turns visits into enquiries. The best solution is both: social media brings an audience, the website turns it into customers.
How many Greek businesses have both a website and social media?
In 2025 only 44.5% of Greek enterprises with 10 or more persons employed had both a website and social media, compared with 58.2% in the EU, according to Eurostat. Social media was used by 60.3% of Greek enterprises and 63.6% in the EU, while 60.0% had a website in Greece and 79.0% in the EU. Greek enterprises, in other words, are close to the average on social media but well behind on websites. Last checked: 27 October 2026.
| Indicator | Greece | EU-27 |
|---|---|---|
| Have a website | 60.0% | 79.0% |
| Use social media | 60.3% | 63.6% |
| Have both | 44.5% | 58.2% |
Source: Eurostat, tables isoc_ciweb and isoc_cismt.
What is the difference between a rented and an owned channel?
A Facebook or Instagram account is a rented channel: the platform decides who sees the posts, changes the rules and may restrict or disable the account under its terms. A website on your own domain is an owned channel: the content, the contacts from forms and the address belong to the business, and the website can be moved to another provider.
Does a Facebook page appear on Google?
A Facebook page usually appears on Google when someone searches for the business name, but rarely when they search for a service and area, such as "accountant Aigaleo" (our own practical estimate). For service searches, Google mostly shows Business Profiles on Maps and websites with a dedicated page for each service. AI assistants, such as Google AI Overviews, also mostly link to indexed websites that answer clearly.
Social media or website: what does each do?
| Goal | Facebook and Instagram | Website |
|---|---|---|
| Getting known by new people | Strong, with posts and ads | Through Google and AI assistants |
| Being found when people search for a service | Limited | Strong, with service pages |
| Being trusted | Reviews and posts | Company details, past work, terms |
| Leaving an enquiry | Messages | Form, call, chatbot |
| Who controls the data | The platform | The business |
How do social media and a website work together?
- Every post about a service links to that service's page on the website, not only to messages.
- The website shows the business's social accounts, so visitors can see that the business is active.
- The Google Business Profile, the website and social media share the same name, address, phone number and hours.
- Social ads send visitors to a page with a form, so the business can measure how many enquiries each ad brought.
When is social media alone enough?
Social media alone may be enough for now if:
- you sell mainly to customers who already know you or come by referral,
- the business is very new and is testing whether there is demand,
- the product sells through images and video rather than search.
A website is right for you if:
- customers search for your service on Google,
- you sell to businesses or to tourists,
- you want to appear in AI assistants,
- you want customer data to stay with the business.
ITHACA, an IT and cybersecurity company in Athens, builds websites for small businesses and manages social media with the goal of customer enquiries, not just likes.
Frequently asked questions
Is a Facebook page enough for a small business?
For most small businesses, no. A Facebook page helps people get to know you, but it appears only to a limited extent in Google searches for services and belongs to the platform. A website on your own domain appears on Google and in AI assistants and keeps customer enquiries within the business.
What happens if my Instagram account is closed?
If the platform restricts or disables an Instagram account, the business temporarily or permanently loses contact with its followers and messages. A website with a form and a contact list protects the business, because customer contacts stay in a channel it controls itself.
Do I need a website if my customers come by referral?
Usually yes. Even a customer who comes by referral searches for the business name on Google before calling. A website with company details, services and past work confirms the referral. Without a website, the customer sees only what is on social media or in directories.
What should I do first, social media or a website?
For a business people look for on Google, a website and Google Business Profile first, then social media that links to the website. For a product that sells through images, social media may come first, but the website is needed for credibility and search (our own practical estimate).
Do AI assistants read my Facebook?
AI assistants, such as Google AI Overviews, mostly link to public, indexed websites that answer a question clearly. Much social media content is not fully accessible to search engines. A website with service pages and FAQs has a much better chance of being cited.