Social media vs website: which should you prioritise for brand building on a budget?

Squarespace website design that looks the part for Flourish Retail. Photo credit: Stephanie Belton.

If you’re building your brand and thinking about where to put your design energy (and budget), you’re not alone. One of the most common questions I hear is: should I invest in my website or focus on social media? Both matter – and it’s not always obvious where to start. In this post, I’ll share some practical considerations to help you work out what’s right for your brand, based on your goals, capacity and where you are headed.

There’s often a lightbulb moment in an organisation when the team realises they need to invest in their brand communications – whether to support growth, expand reach, or simply show up more confidently. Maybe your Instagram grid doesn’t quite reflect who you are, your physical materials feel inconsistent, or your website isn’t making the right impact. Or maybe you’re just starting out, and bootstrapping is a must.

Whatever sparks the decision to focus on branding, the next question is often the same: what design to invest in first? 

The answer depends on your brand’s needs – what will your brand benefit more from? And in most cases a well-designed website and a strong social media presence are pretty high on the list. 

Whether bootstrapping or not, many of us have to take a phased approach. The thing is to be strategic about what will be the most transformative and start there.

If you don’t have an in-house designer or marketer, deciding where to focus can be a challenge. This guide is here to help you make the right choice for your brand.

What comes first in brand activation?

Take this recent project of mine: a business came to me for a visual identity refresh to better engage their audience. But once the new look was in place, they had a familiar question – should we invest in our website next or our social media visuals?

It’s a common dilemma. And the truth is, there’s no one-size-fits-all answer.

The trick is to work out what’s holding you back most and invest there first. Your visual identity is just the beginning – applying it consistently across all your touchpoints is when the real magic happens. That’s where the decision comes in: do you focus on website design or the creation of social media graphic templates?

Let’s explore the pros and cons of each so you can invest wisely and see where professional design support can maximise your brand impact.

Always start with your brand strategy and identity

Let’s rewind. Before deciding on a website vs social media, you need to lay the right foundations, starting with your brand strategy.

Creating a visual brand identity comes after developing a brand strategy. Knowing exactly why you’re creating something new, who it’s for and what you want to achieve will maximise its success. If you’re unsure of the difference between your brand, branding, and brand identity, check out The Difference Between Brand, Branding, and Brand Identity for more clarity.

From there, the next step is to create a relevant and distinctive visual identity for your organisation, which would typically include essentials like logo, colour palette and typography.

Taking it further, you could add elements like brand photography, art direction and tone of voice for ultimate consistency and an even stronger brand identity. These might feel like luxury add-ons, but that’s why your brand strategy is so important. It helps identify what you really need. You can dive deeper into how all these elements come together by checking out The Anatomy of Visual Brand Identity.

Social media vs websites, what’s more important?

Now that your brand identity is in place, you’re ready to plan your platforms – let’s dive into the social media vs website debate. Both are important, and ideally, you’d have both. But it’s not always realistic (or necessary). 

Many organisations get by without a website, or by using just a few social media channels. And other brands don’t use social media at all. 

As well as business goals and audience, budget and team capacity are big factors here, so it’s important not to spread yourself too thin. Pause, be strategic and avoid over-committing, taking on only what you can realistically manage. 

But how do you weigh up which one to focus on?

Social media is the megaphone of your business

Social media is a powerful marketing tool and easily accessible for small businesses with no upfront costs. But the reality is it’s a way of creating brand awareness. 

When someone asks for more information about your business, sending them to your Instagram or LinkedIn profile often won’t give them the full picture, missing information about services, credentials, pricing, packages, or even how to get in touch.

Think of social media as a tool to guide people to your website. When you land on an Instagram feed that catches your eye, your next thought is often to learn more about the brand and what they offer. And when you're ready to take things seriously, you typically head to their website for all the details.

Set your socials up for success with a design toolkit

A polished, professional social media presence is important to make the most of social media. That doesn’t mean designing everything from scratch though. A designer can create branded templates for you (hello!), so you can easily update and manage your content without worrying about staying on-brand.

This means your social media stays on-brand and looks great without having to be a designer yourself, making life so much easier. I set up clients’ brand toolkits using the software that suits them best. My clients tend to favour Canva, Adobe Express or PowerPoint, as these are more affordable and beginner-friendly than the professional Adobe Creative Suite.

With platforms like Instagram and LinkedIn constantly evolving and offering plenty of ways to share information, you might think a website isn’t 100% necessary. However, social media is ultimately controlled by the platform itself – just look at what happened with Twitter (aka X). 

A branded website is a badge of honour

A website allows you to build your brand on your own terms, free from the unpredictability of social media changes. It helps elevate your reputation and gives you full control of how your brand communicates, setting you apart from the competition.

Your website is your strongest digital marketing tool – you own it and control it. Social media accounts could be shut down, blocked, or censored at any time, and as a small business owner, there is little you can do about it. 

I learned this firsthand when someone cloned my Instagram account. Despite going through all the proper dispute channels, I got no support and was left vulnerable. 

Many other small business owners I know have also faced social media setbacks, so having your own website – whether it’s hosted on a platform like Squarespace or elsewhere – acts as a safety net, adding reliability and reputation to your online presence.

A one-page website design is the perfect option for Hair By Priya

Why good website design matters

Once you’ve decided on a website, you’ll face choices to get it right. A website can be a big investment, in time and cost. While DIY sites are an option, they often fall short when it comes to strategy, functionality, and impact. It’s important to consider your in-house skillset and plan accordingly.

A great website is about more than looks – it involves creating a clear, compelling user journey that works hard for your brand, turning visitors into customers. That’s why working with a professional designer and copywriter can be a game-changer. Yes, it’s an investment, but one that pays back by getting your brand ready for business. 

A professional website is the most effective way to strategically position yourself as an expert, generate leads, and drive your business toward its goals.

So, what’s my ultimate take?

Branding 101

Think quality over quantity. It’s better to do one thing brilliantly rather than trying to spread your budget across everything and compromise on quality.

If your budget allows, prioritise a website first. It’s your most valuable digital asset, offering full control over your brand (and the stability that social media alone can’t). You could even start with a lighter one-page site that can grow as your services evolve – this will provide a strong foundation and define your brand’s style. 

Once their visual identity and website are in place, many organisations find the inspiration and confidence to create on-brand social media graphics in-house.

But if a website simply isn’t feasible yet, start by commissioning a set of branded social media templates to ensure consistency. This keeps your brand looking polished while you plan for a website as phase two. 

Whatever option is right for you, choose your creative service provider carefully. This is especially important when resources are tight – you really can’t afford to do things twice.

The key to your brand’s success is to take a long-term view and a phased approach, focusing on what will have the biggest impact. And at the same time – big win – this will make brand development more manageable.

Ready to take the next step?

If you’re ready to strengthen your brand but unsure where to start, let’s chat. Book a free introductory call here, and together, we can map out the best path forward for your business.