The Link in Bio Dilemma: Own Your Audience, Not Just a Username

Social media isn’t a safety net – it’s a house of cards.

If it all came crashing down, would your business still stand?

If you think “link in bio” is a solid business strategy, that’s like thinking exposure pays the bills – it doesn’t.

Social media is a powerful marketing tool, but it’s just that – a tool. It’s not a business plan. And if recent events (TikTok shutdown threats, Meta blackouts, and the death of organic reach) have taught us anything, it’s this: you don’t own social media.

Your website? That’s yours. And it should be doing the real heavy lifting in your business. Let’s talk about why your website should be the foundation of your business – not just a backup plan.

1. You’re Building on Rented Land

Think about it – your Instagram, TikTok, Facebook? They belong to the platform, not you. The rules change constantly, and the audience you’ve spent years building could disappear overnight. Remember when MySpace was the place to be? Exactly. Or how Twitter suddenly became X and nobody knows what to do with it now?

Your website, on the other hand, is your digital home.

Ask yourself: If social media shut down tomorrow, how would potential clients find you?

2. Social Media is Pay-to-Play (and Getting Worse)

Organic reach is dying. Platforms are prioritizing paid ads, meaning that even if you have thousands of followers, only a tiny percentage actually see your posts. Unless you’re dropping cash on ads, you’re stuck competing for visibility.

Your website, on the other hand? No paywall, no algorithm, just direct access to your business. A solid SEO strategy lets you show up in Google searches where people are actively looking for a photographer.

Why This Matters

• People searching “[Your City] Newborn Photographer” are way more likely to book than someone casually scrolling Instagram.
• You’re not at the mercy of a social media algorithm deciding who gets to see your work.

3. Your Website Converts – Social Media Distracts

Social media is designed to keep people scrolling, not booking. One second they’re on your post, the next they’re watching cute cat videos and completely forgetting they needed a photographer.

Your website, however? No distractions, just YOU. A well-designed site guides clients from “Oh, I like this” → to “Wow, I need to book this photographer.”

The Benefits of Keeping Clients on Your Website

• Full control over the experience – No competing content, ads, or distractions.
• Faster booking process – No DM tag, no “link in bio,” just a straight path to your contact form.
• Better client trust – A strong website gives off serious professionalism.
• SEO advantage – The longer visitors stay on your site, the better Google ranks it.

Does your website make it easy for clients to book? Or does it send them running in frustration?

4. Social Media Blackouts Are Real (And Cost You Money)

Instagram and Facebook have crashed multiple times in the past year. Imagine waking up to zero access to your account, no way to reach your followers, and no inquiries coming in. It happens all the time.

If your only strategy is social media, you’re gambling with your business. But if your website is set up properly – with an email list, solid SEO, and strong branding – your business keeps running no matter what Zuckerberg is up to.

What You Can Do

• Make your website the primary hub for your business.
• Build an email list so you always have direct access to potential clients.

5. Your Website Builds Authority & Trust

A photographer without a website is like a store without a front door. If potential clients have to dig through social media to figure out your pricing, location, and availability? They’re moving on.

A Strong Website Tells Clients:

• ✔️ You’re a professional, not just someone with a nice camera.
• ✔️ You have experience and know what you’re doing.
• ✔️ You’re worth investing in.
• ✔️ You’re easy to book (if your site is set up right).

A website makes you look legit. Social media alone makes you look… available.

6. Your Email List is the Real MVP

Relying on social media for business is like dating someone who ghosts you randomly and never texts back. It’s unreliable.

Your email list? That’s the best way to stay in control. When someone joins your email list, you’re in their inbox – not fighting for attention in a sea of posts.

Top Mailing List Platforms for Photographers:

• Flodesk – Beautiful, easy-to-use email marketing.
• ConvertKit – Great for segmenting and automation.
• MailerLite – Budget-friendly but powerful.
• Mailchimp – A classic, all-in-one platform for email marketing.
• BDOW – A powerhouse for automation and strategic email marketing.

📌 Pro tip: Make sure your website has a strong lead magnet (a freebie, exclusive guide, or discount) to encourage visitors to join your list – but skip the obnoxious pop-ups. No one likes being ambushed with a giant signup form the second they land on your site. A well-placed signup section? Yes. A screen-blocking guilt trip? No.

Final Thought: Your Website is the Real Main Character

Every time a social media blackout happens, photographers panic like they just lost power mid-edit. But why wait for a crisis to realize you don’t actually own your audience?

Your website isn’t just a portfolio – it’s the backbone of your business. While social media trends change faster than a toddler’s mood, your website is the constant that keeps clients coming in.

So, if your strategy still depends on hoping the algorithm favors you today… it’s time for an upgrade.