Craig Allen

If you’re running your small business through a Facebook page, Instagram account, or Substack newsletter — you’re doing what a lot of business owners do to save time and money.

It feels easy, familiar, and free. But here’s the truth:

If you don’t own your website, you don’t own your online presence.

Why Your Domain Name Matters

Your domain name (like yourbusinessname.com) is your business’s digital home.

When your business only lives on a platform you don’t own, you’re building on rented land.

That means:

• The platform can change its rules anytime.
• Your visibility depends on an algorithm, not your effort.
• You don’t fully control how customers find or experience your brand.

Owning your own website gives you complete control. You can showcase your services, collect leads, and create a space that reflects your brand, not someone else’s.

The SEO Advantage of Owning Your Website

Here’s where owning your website really pays off: SEO (Search Engine Optimization).

When your business has its own website, every blog post, testimonial, and backlink helps Google understand who you are and what you do. Over time, this builds authority, meaning your business shows up higher in local searches.

Compare that to a Facebook page or Substack profile:

They don’t rank as well in Google search results.

You can’t optimize them for the exact keywords your customers use.

Any SEO value you build helps their platform grow — not yours.

With your own domain, your marketing efforts become investments instead of donations to someone else’s algorithm. You’re building long-term visibility that stays with you.

The Trade-off: Managing Your Own Platform

Of course, running your own website takes more effort.

You’ll need to handle updates, plugins, backups, and design tweaks. There’s also hosting and a domain name fee.

But think of it like the difference between renting a booth and owning your own shop.

Owning comes with responsibility, but also freedom, equity, and stability.

When you own your website, no one can take away your customers, change your reach, or delete your account overnight.

Finding the Balance: Best of Both Worlds

The good news? You don’t have to give up social media or your newsletter platform.

You can use them to drive traffic to your website — not replace it.

Here are a few ways to strike a balance:

1. Make your website the “home base.”

Post updates, offers, or new services on Facebook or Instagram, but always link back to your website for the full details or contact form.

2. Cross-publish strategically.

If you love writing on Substack or Medium, post a shortened version there and link back to your website for the full story. That gives you both visibility and SEO value.

3. Start small.

Even a simple one-page website with your services, contact info, and a few photos builds credibility. You can always expand later.

4. Use easy tools.

Platforms like WordPress, Squarespace, or Webflow make it simple to manage your own site, no coding required.

The Takeaway

Your website isn’t just another marketing tool, it’s your business’s digital foundation.

Social media platforms will come and go, but your domain name is yours to build, shape, and grow.

When you own your website, you control your story, your SEO, and your customer experience.

And that’s something no algorithm can take away.