Why having a website for your small business is critical to reaching your target audience.

It's tempting to use social media as a stand-in for your website. But it's dangerous to build an audience on rented land. Why? Because if the algorithm changes or the platform goes away, so does your hard-earned audience.

Using a website is critical because:

• You own the brand aesthetic
• You own the data
• You own the audience
• You control the messaging
• You can ask for the sale

Music: Tuesday by Sascha Ende, Music.io