Substack writers, you need a website

"But I already have a website on Substack," you might argue.

Let's be clear: Substack is not your website. It is a distribution mechanism designed to amplify the content that should live on your own site.

Recently, I've observed a troubling trend: writers are abandoning their independent websites to make Substack their primary digital residence. While it's acceptable if you've purchased a custom domain and linked it—making Substack a basic Content Management System (CMS)—it is still a compromise.

The CMS Trade-off

Using Substack as a CMS is "better than nothing," as seen with writers like Rachel from Conscious Living. However, compared to professional CMS options, it is incredibly restrictive.

While the cost-efficiency and ease of use are appealing, these conditions can change instantly. The real danger arises for those who tell their audience, "I'm moving to Substack, ignore my old site!" If your URL is xx.substack.com, you are essentially operating under the philosophy:

"All your content are belong to us."

This is a short-sighted strategy that jeopardizes your long-term digital visibility.

The Siren Call of Convenience

Every few years, a new "digital paradise" emerges. These platforms lure writers with promises of:

• 🚀 An immediate, eager audience.
• 💰 Integrated monetization tools.
• 🎨 Polished, seamless user interfaces.
• 🤝 Built-in supportive communities.

For a writer who simply wants to write, handing over the keys to your creative kingdom feels like a relief. I fell for this myself; I stopped blogging for years and even let a high-traffic domain slip away before returning in 2012.

But the fundamental truth of the internet remains: If you build your audience entirely on someone else's land, you are a tenant, not a homeowner.

The Illusion of Security

It feels safe when a platform is in its "Golden Age," but history warns us otherwise. We have witnessed the decay of Twitter, the erratic policy shifts of Reddit, and the volatility of algorithmic feeds.

When your life's work depends on a corporate boardroom's decision to please shareholders, your digital existence is fragile. This realization led me to the IndieWeb philosophy—creating a space that won't simply vanish (or go "poof") overnight.

$\text{Digital Sovereignty} = \text{Owned Domain} + \text{Independent Control}$

From "Renting" to Syndicating

Many writers resist this because they believe their personal websites lack the audience that Substack provides. However, you don't have to choose between autonomy and reach. You can embrace POSSE: Publish (on your) Own Site, Syndicate Elsewhere.

By treating your website as the definitive record and platforms as mere "distribution pipes," you maintain your sovereignty. I explored this further through the concept of the digital garden—a less commercialized way of sharing thoughts without performing for an algorithm.

A Reality Check on the Hype

If you think Substack is "different," look at the data. After a year on the platform, I realized that while network effects are powerful, there is an immense pressure to conform to the platform's ecosystem.

Furthermore, for those outside the US-centric bubble, these algorithms often prioritize Western narratives. Minority or localized voices are frequently silenced unless they mold their content to fit the dominant echo chamber. This "algorithmic complacency" creates homogenized bubbles that stifle true diversity.

The Power of Persistence: The Scalzi Example

Whenever a new platform drama erupts and writers scramble to find a new "safe" social network, I think of John Scalzi.

Scalzi has been blogging at https://whatever.scalzi.com/ for 28 years. By maintaining a single independent site for nearly three decades, he has achieved a level of consistency and stability that platform-dependant writers can only dream of.

Note: He uses wordpress.com, similar to my own approach. This allows the experts at Automattic to handle the technical headaches of hosting while he retains the IndieWeb spirit.

Summary Checklist for Writers

• Do I own my domain name?
• Is my primary content hosted on a site I control?
• Am I using platforms for distribution rather than storage?
• Am I diversifying my presence to avoid "platform collapse"?

def content_strategy(location):
    if location == "platform_only":
        return "High Risk: Renting Space"
    elif location == "owned_domain":
        return "Low Risk: Digital Sovereignty"
    else:
        return "Undefined"

print(content_strategy("owned_domain")) # Output: Low Risk: Digital Sovereignty