Why Your Website, Blog, and Email List Matter More Than Social Media

Ignoring your website, blog, and email list is probably causing more harm to your business than you realize.

I get it. Social media is loud, fast, and constantly changing. The online business world tells us that Instagram reels, TikTok trends, and Facebook ads are the only way to grow. But let’s be honest: building your business does not have to mean living on social media. In fact, relying solely on these platforms is one of the biggest mistakes service-based business owners make.

I know this firsthand. As someone who has personally struggled with the noise of social media, I take digital detoxes several times a year. Some might say that is not the smartest move for a business owner.

But here is the reality: every time I step away, my creativity returns, projects on my list get completed, and my business actually moves forward.

You could call this a lack of boundaries around social media, or argue I should hire someone to manage it. Fair enough. But I am also speaking as a consumer, not just a business owner.

Because here is the truth: not everyone is on social media.

We have been sold the idea that every client lives on Instagram, TikTok, or Facebook. That is simply not true.

According to a 2023 Pew Research study, 31 percent of U.S. adults do not use Instagram at all, and 40 percent do not use TikTok. While most people have heard of these platforms, a significant percentage choose not to participate.

If your business relies only on social media for visibility, you are leaving entire groups of potential clients untouched.

This is why your website, blog, and email list are not optional extras.

They are the safety net that keeps your business visible, credible, and profitable.

It might sound old-fashioned in a world obsessed with short-form video, but a polished website signals professionalism and trust.

Personally, I would never hand over thousands of dollars to a service provider who does not have a website. Sorry, not sorry.

Your website is the one place you fully control. Algorithms cannot bury it. Glitches cannot wipe it out overnight. And when a potential client Googles “luxury photographer near me,” it is your website that determines if you show up, not your Instagram profile.

What a Strong Website Does for You

• Acts as your digital storefront
  
  

• Hosts your portfolio in a professional and timeless way
  
  

• Improves your Google ranking when optimized with SEO
  
  

• Provides a home for your blog, email opt-ins, and client resources
  
  

Without it, you are essentially asking clients to trust a rented profile on a platform you do not own.

Blogging is not outdated. It is one of the most powerful long-term strategies for service-based businesses.

According to HubSpot, businesses that blog receive 55 percent more website visitors than those that do not. That is not a small difference.

Blogging is not about rambling into the void. It is about creating SEO-rich content that drives traffic month after month, even while you are offline.

Examples of blog topics for photographers include:

• “What to Wear for Your Engagement Shoot”
  
  

• “The Best Locations for Senior Portraits in [Your City]”
  
  

• “Why Headshots Are the New Power Accessory for Women in Law”
  
  

A blog builds authority, improves your search engine ranking, and gives potential clients a reason to stay on your site longer.

Unlike a social media post that disappears within hours, a blog can continue working for you for years.

Social media is noisy. Email is direct.

I cannot tell you how many times I have found someone on social media, downloaded their freebie, and then rediscovered them later through email—especially during one of my social media breaks.

I did not need to remember their handle, scroll through posts, or hope the algorithm showed me their content. Their name simply showed up in my inbox.

The stats back this up.

The Data and Marketing Association reports that email marketing delivers an average ROI of 42 dollars for every one dollar spent. Try getting that kind of return from likes and shares.

Email gives you control over communication, builds consistent trust, and allows you to nurture clients even when you are offline.

Let’s address the elephant in the room: the actual conversion rate from social media is very low.

• The average engagement rate on Instagram is under 1 percent.
  
  

• The average click-through rate from a Facebook ad is 0.9 percent (Wordstream).
  
  

• The conversion rate from a social media post to a purchase averages 1.9 percent across industries (Statista).
  
  

Compare that to email, where open rates average 20 to 30 percent and click-through rates often sit between 3 and 5 percent.

Social media may give you visibility, but it rarely closes the deal.

Now let’s talk about influencer culture and how it has warped the way business owners think about success.

Influencers thrive on affiliate sales, brand partnerships, and referral codes. They can call themselves “six-figure earners” without ever running a service-based business. There is a massive difference between saying you made six figures through sponsorship deals and being a six-figure business owner who works with clients, manages systems, and builds a sustainable company.

This culture has created unrealistic expectations for service providers. Photographers and other creatives see influencers bragging about income and assume they need to replicate the same social-first model. The truth is that many influencers would not survive without codes, partnerships, or platforms. Their income disappears the moment their account is shut down or their following moves on.

Your business should not be built on smoke and mirrors. It should be built on a foundation you own.

Recently, I was sourcing luxury vendors for a client gift. I thought Instagram would be the fastest route. After a few dead ends, I ended up exactly where I always do: Google. And then email.

If I cannot find your website, if you do not have a blog that shows me your expertise, and if you are not nurturing me with emails, you will likely lose me as a client.

Maybe you started blogging or sending newsletters, and then life got in the way. The good news is that it is never too late to bring it back.

1. Start Simple

Do not pressure yourself to publish three blogs a week or send daily emails. One blog and one newsletter per month is a solid place to start.

2. Repurpose What You Already Have

• Turn Instagram captions into blog posts
  
  

• Expand FAQs into email content
  
  

• Refresh old blog posts with updated images and insights
  
  
  

3. Create a Content Bank

Keep a running list of client questions, seasonal ideas, and session recaps. You will always have inspiration ready.

4. Commit to a Simple Format

For newsletters: write a personal note, include a quick tip, and end with a call to action.

For blogs: start with an introduction, provide valuable points, and finish with a call to action.

5. Automate When Possible

Use scheduling tools to batch content in advance. This keeps you consistent without scrambling at the last minute.

Your audience does not care if you miss a week or even a month.

What matters is that you show up consistently over time.

Stepping away from social media is not the end of your business. In many ways, it can be the beginning of better systems.

When you invest in your website, your blog, and your email list, you are building assets that continue to work whether you are logged in or logged out.

Stop thinking like an influencer. Start thinking like a client.

Clients want trust, clarity, and professionalism. They do not want to hunt through a feed hoping to find what they need.

Sources for Statistics & Research

Pew Research Center — Social Media Use in the US
“Social Media Fact Sheet” shows percentages of U.S. adults using platforms like Instagram, TikTok, and Facebook.
https://www.pewresearch.org/internet/fact-sheet/social-media/

Pew Research Center — New Poll on Americans’ Social Media Use
Reports that only about half of U.S. adults use Instagram, and growth in TikTok usage from 21% to 33% between 2021 and 2023.
https://www.deseret.com/2024/2/1/24058211/pew-research-center-survey-american-social-media-use

MarketingProfs — Chart: U.S. Social Media Platform Use / Demographic Trends
Useful for demographic splits (age, gender, etc.) in platform usage.
https://www.marketingprofs.com/charts/2024/50977/united-states-social-media-platform-use-demographic-trends

Thrive Agency — Key Social Shopping Statistics 2024
Data on how many shoppers purchase after seeing products on social media, including percentages influenced by posts.
https://thriveagency.com/news/30-key-social-shopping-statistics-you-need-to-know-in-2024-tips/

OptinMonster — Social Selling Statistics
Covers the percentage of customers who purchase after seeing others’ posts, along with detailed social sales data.
https://optinmonster.com/social-selling-statistics/

Invesp CRO — Average Conversion Rates by Industry (2024)
Benchmarks for Instagram conversion, email, and website conversion across industries.
https://www.invespcro.com/cro/conversion-rate-by-industry/