Plenty of small businesses run entirely from Instagram. Salons, barbers, tattoo artists, makeup artists, bakers and small shops post their work, answer DMs and take bookings without ever building a website. Many of them are doing well. So it is fair to ask: do you need a website if your business is on Instagram?
The honest answer is: not always. This guide looks at when Instagram is enough, what it cannot do, and the smallest website that fills the gaps if you decide you need one.
When Instagram is enough
Instagram alone can work well if:
- Most of your customers already find you on Instagram
- You are fully booked or close to it
- Your services are simple and do not need much explanation
- You are happy handling every booking through DMs
- You are not trying to reach people who do not use Instagram
If that describes your business, a website may not be urgent. Some people on X have made this point too: not every small business needs a website, and spending money on one you do not need is a waste.
What Instagram cannot do
The limits show up as the business grows, or when you look at who you might be missing.
People search outside Instagram. Many customers start on Google or Maps, or increasingly by asking an AI assistant, with searches such as "barber near me" or "bridal makeup artist [city]". Instagram profiles do not always appear for those searches, and when they do, there is little information for the search engine to use.
Information is hard to find. Prices, policies, opening hours and FAQs end up spread across captions, highlights and pinned posts. A new customer has to dig, or send a DM asking.
You do not control it. Instagram decides who sees your posts. Accounts can be hacked, suspended or restricted, sometimes by mistake. If that happens, a business that lives only on Instagram can lose its main way to reach customers overnight.
Not everyone uses Instagram. Some customers, especially older ones or business clients, do not use it, or prefer not to message a business there.
It can look less established. For some customers, a business with a website looks more permanent. This matters more for higher-priced services, such as weddings, renovations or professional services.
The DM problem
For many Instagram businesses, the real problem is not visibility. It is the inbox. Every booking becomes a conversation:
- "How much is it?"
- "Are you free on Saturday?"
- "Where are you based?"
- "Do you take a deposit?"
- "What should I do before the appointment?"
Each question takes time to answer, and some customers drop off between messages. Questions from different customers get mixed up. Things get missed when you are busy.
A website does not replace the conversation, but it can move the repetitive part out of the inbox. When prices, policies and FAQs are on a page, and there is a form that collects the details you need to book, the DMs that remain are about the things that actually need a conversation.
The smallest useful website
If you decide you need a website, it does not have to be large. For most Instagram-based businesses, one page or a few short sections is enough:
1. What you do and where. One or two sentences, plus your area or address.
2. Your work. A small selection of your best photos, not your whole feed.
3. Prices. A list or "from" prices for your main services.
4. How to book. A booking form, a link to your booking tool or clear instructions.
5. Policies. Deposits, cancellations and anything customers need to know.
6. FAQ. The five questions you answer most in DMs.
7. Contact details and a link to your Instagram.
That is it. You can add more later if you need it.
getsites makes Framer templates built for businesses that often start on Instagram. MARROW is for multi-artist tattoo studios, with an artist roster, a flash wall and a booking section built around deposits. BELLUCCI is for bridal makeup artists, with an enquiry form that asks for the wedding date, venue and party size. The Collection turns a creator's link in bio into a storefront. Fern Hollow is a free one-page site for small stays and rentals.
What it costs in time and money
A simple website costs less than many people expect, and it is not free. The main costs are:
- Hosting and a domain. Most website builders charge a monthly fee for a site with your own domain. Framer, for example, offers a free plan with a Framer domain, and paid plans for a custom domain. Read is Framer free? for the details.
- A template or designer, if you use one. Templates range from free to a one-off fee.
- Your time, to write the text, choose photos and set it up. With a template built for your trade, a basic site can be done in an afternoon.
- Upkeep. Updating prices and photos a few times a year.
Compare that with the time you spend answering repeat DMs every week, and the customers you might be missing in search.
Making the two work together
If you build a website, keep Instagram as your main place to show work and talk to customers. Use the website for the information and the booking step:
- Put the website link in your Instagram bio.
- Add it to story highlights about prices, booking and FAQs.
- When someone DMs a common question, reply with a friendly answer and the link.
- Post your work on Instagram, and keep a small, current selection on the site.
- Make sure your Google Business Profile links to the website.
You do not have to choose between Instagram and a website. For many small businesses, Instagram brings people in and the website helps them book. If your inbox is busy with the same questions, or you suspect customers are looking for you outside Instagram, a small website is worth trying.