Happy Tuesday, Reader!

I was recently chatting with a consulting client of mine, and the topic of *social media* came up. She was lamenting (as I’ve heard many business owners do) about how social media isn’t really something she wants to do for her new business, but it’s something she feels she has to do to build up her brand’s reputation.

Personally, I feel that on a deep level. Truth be told, it frustrates me that business owners nowadays feel like they have to be full-time content creators on top of everything else they have going on. (You know, like actually building things and serving people.)

The way I see it, social media is a means to an end. So, when you think about its place in your business and, more specifically, on your website, you have to ask yourself – what’s the goal?

Is your ultimate goal to have a certain number of Instagram followers?

Or is it to help a certain number of clients? Sell a certain number of products? Nurture a certain number of email subscribers?

Which brings me to my POINT (you knew I’d get there eventually): there’s been a trend toward adding Instagram feeds in website footers for a while now. I get the appeal – it’s aesthetic, and it encourages your website visitors to follow you on Instagram.

And that’s great – if your goal is to get more Instagram followers.

If, however, the primary goal of your website is to encourage users to sign up for your email list, buy your product, or book a call with you… it’s time to get rid of that IG feed, friend.

Think about it: you work so hard to get people to your website. You post links to your site on all your social media pages. You include your URL on your business cards and in your email signature. You might create weekly blog posts or pay for ads to boost traffic.

And then?

You give people an offramp that tears them away from your website and sucks them into an infinite vortex of distraction. As soon as they click away from your site, they stop thinking about your brand and start thinking about, well, pretty much anything else:

Seems counterproductive to me!

So, treat your website traffic with care, Reader. The best strategy is to simplify your user’s experience as much as possible and eliminate distractions, so they can be inspired to take action and engage with your brand.

This is just my hot take 🔥. I’m curious to know your thoughts on this, too!

Thanks for coming to my TED Talk,

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