A website is one of the most valuable tools a business can have. Even in the age of AI, social platforms, and marketplace apps, a website provides something none of those channels can: a central source of truth.
Without a website, your digital trail remains scattered and dependent on platforms you don’t control. With a site, you gain credibility, visibility, and long-term growth potential.
A Website Establishes Authority
Your website is the foundation of your digital identity. Instead of sending people from TikTok to Instagram to Nextdoor listings, a website gives customers one central hub. It serves as:
- A source of truth for your information, such as hours, services, and contact details
- An authoritative destination that search engines recognize
- A home base for your brand that you own and control
This authority cannot be replicated by social media profiles. Without a website, customers may question your credibility or struggle to find reliable information.
Websites and SEO
To tap into the benefits of Search Engine Optimization (SEO), you need a website. There is no way around it. Search engine optimization is the process of making your business more discoverable when people look for information online. Essentially, it enables your business to perform better when people (and AI) search with Google and other search engines. The opportunities it creates are enormous.
Key Benefits of SEO
- Showing up when someone searches for your exact services or products
- Capturing organic traffic from people who are ready to buy or take action
- Reaching new customers at the moment they are searching for what you offer
SEO without a website is not really possible. You need both a domain and a website in order to compete in search.
Think of it as having a plot of land. Until you own that digital plot, you cannot build anything on it. Social profiles, marketplace listings, and third-party platforms can help, but they are not a substitute for the authority and visibility you gain from a site you control.
If you don’t have a website, you will never reach your full SEO potential. That means you will miss out on some of the most valuable marketing opportunities available: organic discovery, visibility in local search, and the credibility that comes with showing up in search results.
If you want the benefits of SEO—and they are significant—you need a website.
Why SEO Still Matters in the Age of AI
You might be wondering: Isn’t SEO less important now that everyone is using AI tools to get their answers?
The reality is that AI has not replaced search engines. In fact, most AI assistants still rely on search engines to pull in the most recent information. When people use AI, they often want to go beyond a summarized answer. They want to click through, compare, and verify details at the source.
That means the same opportunity remains: if you have a website that is optimized for SEO, you can be the source people land on when they dig deeper.
Why SEO is still critical
- AI relies on search: Chatbots and AI like ChatGPT often surface results from search engines, so your site needs to exist and rank in order to be included.
- Users still click through: People don’t always stop at AI summaries. They want original sources, details, and credibility. Especially when it comes to businesses.
- Local businesses depend on it: If you want to appear in local searches, you need a website tied to your Google Business Profile. Without it, you cannot fully participate in local SEO. This is a whole subset of SEO that focuses on growing local businesses.
- Search is multi-channel: From AI-generated overviews to traditional Google results, the common thread is that people still search, and businesses with websites are the ones who benefit the most.
With a website, you set yourself up to benefit from these channels. Without a site, you are invisible in search, and you cannot take advantage of most online tools.
Why a Domain Matters
A website alone is not enough. To establish real digital authority, you also need a dedicated domain.
Use your own domain. Many small businesses make the mistake of relying on a subdomain, such as yourbusiness.wix.com or yourshop.squarespace.com. While this gets you online quickly, it does not build authority for your own brand. Instead, you are helping Wix or Squarespace strengthen their domain authority, not yours. You’re essentially building your house on their land, which they’re more than happy about because they get all the credit.
I recommend buying your domain on Cloudflare. They make it easy and affordable to register a domain, while also providing advanced tools for security and site performance. Beginner webmasters will appreciate the price, and advanced developers will have access to a range of powerful tools.
Why your domain matters for SEO
- Authority building: Search engines rank domains, not just pages. If you do not own your domain, you are missing out on building long-term SEO growth with domain authority.
- Professional credibility: A custom domain shows customers you are established and serious about your business.
- Flexibility and control: Owning your domain means you can switch website platforms, redesign, or expand without losing your search visibility.
- Consistency across channels: Your domain becomes the anchor for your Google Business Profile, local listings, and branded emails.
In short, you need both a website and a strong domain. Together, they form the digital foundation your business can build on for years to come.
Options for Building Your Website
The next question is how to get a website up and running. Fortunately, there are solutions for every budget and technical skill level.
Easy-to-Use Builders
- Squarespace: Offers polished designs but comes with higher costs and platform lock-in
- Wix: Fast to set up and affordable, though limited in flexibility for long-term growth
Flexible Platforms
- WordPress: The most customizable option with a vast ecosystem of plugins
- Shopify: A leading choice for e-commerce businesses
- Webflow: A designer-friendly platform with more flexibility than basic builders
- Fourthwall: Great for creators selling digital or physical products
- Adobe Commerce (formerly Magento): A robust solution for enterprise-level e-commerce
Building Beyond the Basics
Publishing your website is only the first step. To make the most of it, ongoing maintenance is key:
- Track performance through tools like Google Analytics
- Manage your SEO with Google Search Console and other tools
- Create useful content and drive organic traffic with content marketing
- Improve site speed and user experience
- Refine strategies to target high-value keywords
This work can take weeks or months to bear fruit, but it pays off with sustainable growth. Even if you don’t dive into advanced SEO right away, a basic website still lends your business credibility and discoverability.
Bottom Line
Not every business needs a website, but most will benefit from having one. A website:
- Establishes your authority and source of truth online
- Improves discoverability through search engines
- Strengthens local SEO and customer trust
- Provides long-term control over your digital presence
Social media and marketplace apps are useful, but they should point back to a home you own. A website provides your business with a permanent presence on the internet and is one of the most strategic investments you can make.
