Why a business website matters (more than ever)
Why relying on social media alone is risky for your business. Learn how algorithm changes and platform monetization make owning your website essential for long-term success.
Do you still need a homepage as a business?
TL;DR: yes, yes you do.
Around the new year, I followed a discussion in a local photography group about homepage hosting and services. The question was raised whether photographers actually still need a homepage. A few days later, Zuckerberg and Musk answered this question for all of us.
Questioning the need for a website is something I have heard several times over the years. With the rise of social photography networks like Instagram, many photographers focused their marketing - and their entire online presence - on social media. Instagram and other platforms made it easy to be seen by a large audience and gave us direct access to potential clients and people who love our work. At least, that was the case in the beginning, before monetization and with it enshittification took over.
Social media is business - and not yours
The problem with big social media platforms is that they are businesses - businesses that thrive on engagement, ad revenue, and keeping users scrolling. Algorithms change constantly, reach is throttled unless you pay, and overnight, the way you connect with your audience can be completely redefined without your consent. One day your posts are seen by thousands; the next, they disappear into the void unless you jump through the latest engagement hoops.
We’ve seen this pattern over and over: what started as a tool for connection has turned into a pay-to-win system. Organic reach is no longer reliable, and the effort required to stay relevant often outweighs the benefits. And then there’s the fundamental issue: you don’t own your space there.
Your website is your digital home
Unlike social media, your website belongs to you. It’s not subject to algorithm changes, sudden account suspensions, the shifting priorities or political views of a tech giant. Your website is the one place where you control how you and your work are presented, how potential clients navigate your portfolio, and what they see first.
Especially what they see first. Because on big tech social media, all they see first is a login form, not the actual content. They are forced directly into the login/sign-up process of the service before seeing any of the content you sent them. If they are lucky this form shows up after a few pixels of scrolling, but it's always there. Why? Again, big tech social media is a business. They force visitors into creating an account, because they are selling their users' profiles to ad companies. No account, no money.
On your homepage your visitors and potential clients don't encounter that barrier. They can freely access all the information you provide without a sign-up dialog.
The False-Consensus effect
"But everyone uses service XYZ!" you might think. Well, let's take a look at the data. Let's use Instagram again:
In early 2025, the internet had around 5,56 billion monthly active users (MAU). Compared to Instagram's 2 billion MAU, 64% monthly active internet users do not use Instagram.
Let's say it again: the majority doesn't use Instagram.
You do, so you assume everyone does. That's the false-consensus effect.
Now think about the user experience of potential clients who want to contact you without signing up for a service. It's like the unpleasant experience of a restaurant forcing you to use an old Facebook page just to check the menu.
And it's not only about viewing your portfolio - getting in touch is even worse. Without a homepage, the initial conversation has to take place on social media as well; in messengers that make conversations hard to sort and impossible to search - for you and your clients.
A website builds trust
A website frees you and your clients from the friction and artificial barriers of another company's service. A well-designed website also builds trust. It tells potential clients that you are serious about your business and gives them a professional, seamless experience without the distractions of ads, trending short videos, recommendations that lead them away from you, or unrelated content. It allows for deeper storytelling and insights so visitors can engage with your work on their own terms and at their own pace.
Let your website do the work for you
One of the biggest advantages of a website is that it gets indexed by search engines and works for you while you take care of other parts of the business - or yourself.
It serves as the foundation for search engine visibility and organic discovery. When potential customers search for products or services, search engines prioritize businesses with well-structured, content-rich websites in their results, making it nearly impossible for businesses without websites to compete for these valuable search queries. A properly optimized website acts as a 24/7 digital storefront that search engines can crawl, index, and rank, allowing businesses to capture intent-driven traffic from users actively searching for their offerings.
Moreover, websites provide the necessary infrastructure for local SEO, enabling businesses to appear in location-based searches and map results, which is essential for attracting nearby customers. Without a website, businesses forfeit this critical search engine opportunity, missing out on the most cost-effective and sustainable source of qualified leads in the digital economy.
A well-structured website brings in traffic consistently, without the daily hustle of posting, engaging, and hoping for visibility. Instead of fighting for attention in a crowded social feed, your website works for you around the clock.
Social Media is a tool - not a home
This isn’t to say social media is useless. It’s still a powerful tool for connection and short term firecracker marketing, but it should be just that: a tool, not your entire foundation. If Instagram disappeared tomorrow, would your business survive? If the answer is no, then it’s time to rethink your strategy.
Your website is your online home, your portfolio, and your strongest marketing asset. It’s the one thing you truly own in the digital world, so invest in it, build it well, and use social media as a complement, not a crutch.