The importance of your own website

In an era where social media seems to dominate, it's tempting to post all your content on platforms like Instagram, LinkedIn, TikTok, or Facebook. The reach numbers are attractive, the interaction is immediate, and everyone's doing it. But there's one crucial aspect we often overlook: you're building on borrowed ground.

Your content, your control

The simple fact is that on your own website, you have complete control over what you share, how you present it, and how long it stays online. No algorithms deciding who does or doesn't get to see your content. No sudden policy changes limiting how you communicate. No accounts that can be blocked or deleted out of nowhere.

On your own website, you're the boss. You decide the design, the tone of voice, the structure, and the functionality. That freedom is priceless, especially when you have a brand, a message, or a vision you want to convey authentically.

The trap of dependency

Media companies make money from your content. They sell ads around your posts, they collect data about your followers, and they keep you on their platform with addictive algorithms. That's their business model, and there's nothing inherently wrong with that. The problem arises when you make yourself completely dependent on these platforms.

What happens when Facebook decides to limit organic reach even further? What if Instagram adjusts its algorithm and your posts suddenly reach no one anymore? Or worse: what if your account gets hacked or deleted and you lose years of built-up followers in one fell swoop?

Your own website is your digital anchor. It's the only place online where you actually own your presence. Really, this is exactly what the internet was originally good at. We just seem to forget this as time passes.

Authenticity in a time of superficiality

We live in a time when authenticity matters more than ever. People are tired of marketing, they see through polished corporate content, and they long for real, human connections. Your own website gives you the space to show that authenticity on your terms.

No character limits forcing you to cut your message short. No platform-specific formats you have to adapt to. No censorship or shadowbanning when you say something that doesn't fit corporate policy. Just you, your story, your truth.

Building from the ground up

Personally, I'm fortunate that I've been able to build my website from the ground up myself. That technical knowledge gives me complete freedom to realize exactly what I have in mind. But I'm well aware that not everyone has these skills, and that's perfectly fine.

Even without programming knowledge, you can build an autonomous online presence. There are countless solutions for every level.

Social media as a supplement, not a foundation

Let me be clear: I'm not saying you should avoid social media. They're valuable for reach, engagement, and networking. But use them as amplifiers of your message, not as the only source.

Post a preview on Instagram, but link to the full blog on your website. Share a quote on LinkedIn, but refer to the complete article on your domain. Use TikTok for short clips, but build your video library on your own platform.

This way, you build an ecosystem where social media helps you grow, but your website remains your foundation.

Worth the investment

A domain costs a few dozen euros per year. Good hosting doesn't have to cost a fortune either. Especially when you simply need a business presence on the web. For a relatively small investment, you get something of lasting value: a digital home that can't just be torn down and over which you have control.

In a world where algorithms and platforms are constantly changing, that's a certainty worth its weight in gold.

Your digital legacy

Ultimately, it's about more than just control or dependency. It's about creating something lasting. Your own website is your digital legacy, a place where your ideas, work, and vision continue to exist – regardless of what happens to social media platforms.

In a time when authenticity is and continues to be so important, there's no more authentic place than one that's completely yours.

So yes, keep posting on social media. But don't forget to also build your own digital home. A home to which you hold the key, and no one else.