I’ve been in this blogging space for nearly two decades, which means I’ve seen just about everything. I’ve watched platforms launch with huge excitement, quietly fade away, get acquired, rebranded, and sometimes disappear altogether. I’ve seen blogging shift from a deeply personal creative outlet into a business, an industry, and eventually a numbers game driven by traffic, algorithms, and monetization strategies.
If you’ve been blogging for a while, you probably remember the early days. Blogging felt slower then. More human. You sat down and wrote because you had something to say, not because a keyword tool told you to. Comments turned into conversations. Readers became familiar names. Blogging felt like community, not content production.
That’s why the conversations happening around Substack right now feel so familiar to me.
Why Substack Feels Familiar to Long-Time Bloggers
After playing around for a few weeks, Substack reminds me of the old Blogger days, though not because the platforms work the same way. Back then, Blogger did technically allow design customization but only if you knew HTML and CSS. If you were brave enough to get in there and edit code, you could do a few things with your website. But you best believe most people hoped and prayed with every click of the save button that their site didn’t implode.
Substack takes a very different approach though. There’s essentially no design system. You can upload a logo, choose one primary color, and pick between a serif or sans-serif font and that’s pretty much it. This isn’t an accident or a missing feature. It’s a deliberate decision to remove design from the equation entirely and keep the focus on writing and delivery.
What really feels familiar, though, isn’t the design limitations. It’s the way people are writing.
In the early Blogger era, posts weren’t written for search engines. They were written for people. Writers were vulnerable, honest, sometimes rambling, and often deeply personal. There was no pressure to optimize every paragraph. Substack feels like a return to that style of writing, and I think that’s why so many creators feel drawn to it right now. I just said recently this is where I thought blogging was headed this year.
When Blogging Shifted and Why Ownership Started to Matter
As blogging matured, monetization evolved with it. Early platforms like Blogger made it easy to publish, but they also came with real limitations. While bloggers could technically run ads, many ad companies either didn’t support Blogger or required more control than the platform could offer. As a result, networks like BlogHer became the most accessible path for monetization, especially for women bloggers. It worked, but it also created a natural ceiling on income, flexibility, and control.
As more ad companies emerged and WordPress gained traction, bloggers began to realize something important: owning your website changed everything. With WordPress came flexibility. You could choose how to monetize, customize your site freely, and build systems that grew with your business instead of boxing it in.
Ownership mattered for another reason too. Blogger, like any third-party platform, could shut accounts down unexpectedly and without notice. When your content, traffic, and income lived on someone else’s platform, you were always building on borrowed ground.
I’m not suggesting that Substack is doing that. I haven’t seen evidence of it. But the underlying reality is the same. Substack is a third-party platform. It isn’t something you own in the same way you own your website.
That doesn’t make it bad.
It just means it should be treated appropriately.
Substack and the FeedBurner Feeling
Another reason Substack feels nostalgic is that it reminds me of FeedBurner. Back then, almost every blog had a little orange subscribe button. You followed your favorite writers, everything appeared in chronological order, and nothing was filtered by an algorithm trying to decide what you “should” see.
Substack brings that experience back. When someone subscribes, your posts show up directly in their inbox or in the Substack app. There’s no fighting for reach and no guessing whether your content will be shown. That alone explains why so many writers are excited about it.
How I Personally View Substack
I genuinely like Substack. I think it’s a powerful platform for connection, and I think it’s filling a gap many creators didn’t even realize they were missing. Where I see people getting stuck is in believing it has to replace their website.
I don’t see it that way.
I view Substack much like I view social media. It’s an extension of your content, not the foundation. It’s a way to get new eyes on your work, reconnect with readers, and share ideas in a more personal, direct way. Right now, Substack also has the benefit of being new enough that discovery still feels organic, which is a big advantage.
The strongest approach I’m seeing isn’t choosing between Substack or your website. It’s letting them work together.
How to Use Substack Alongside Your Website
The bloggers using Substack most effectively right now are the ones treating it the same way they treat social platforms.
They write articles on Substack that point back to posts on their website. They use Notes & Chats to spark conversation and lead readers toward longer content. Their website remains the home for searchable, evergreen posts, while Substack becomes the bridge that brings people there.
Your blog stays the archive that it is. Substack becomes the connection point. They serve different purposes, and that’s a good thing.
Monetizing Substack Requires a Different Mindset
This is where Substack really starts to separate itself from the way many of us learned to think about blogging and monetization.
For a long time, online success has been measured by scale. More traffic. More pageviews. More reach. Substack doesn’t really operate on that same model. It’s not built to reward volume in the way a search-driven blog is. Instead, it rewards depth.
What seems to matter most on Substack isn’t how many people are reading, but how connected they feel.
That shift feels especially timely. We live in a world where information is everywhere. Answers are easy to find. Summaries are instant. What’s become harder to find is perspective, context, and a real human voice behind the content.
Substack creates space for that.
Rather than functioning as a library of searchable content, it works more like an ongoing conversation. It’s where creators can step out from behind polished posts and show up as themselves. The thinking in progress. The lessons learned. The stories that don’t always fit neatly into a traditional blog format.
For many bloggers, this naturally leads to a split in how content lives online. Their website remains the home for evergreen, searchable content. Substack becomes the place where ideas are explored more freely and personally.
You see this across niches. Writers sharing their thought process. Business owners talking through decisions in real time. Creators reflecting on life, work, creativity, and change. Even in niches like food blogging, where the blog often holds the practical content like recipes, Substack becomes a place for the story behind the work rather than the work itself.
That distinction matters when it comes to monetization.
People aren’t paying for access to information they could find anywhere. They’re choosing to support creators whose voice they value and whose perspective they want to hear consistently. Substack works best when it’s treated as a relationship-first platform, where trust and connection come before income.
When that foundation is in place, monetization feels less like a transaction and more like a natural extension of the work you’re already doing.
Use Your Website to Support Substack Monetization
If you decide to monetize on Substack, I strongly recommend using your website to support it. Create a dedicated page that explains what your Substack is, who it’s for, and what paid subscribers receive. Think of it as a mini sales page.
Your website already has traffic and trust. Use it to introduce Substack rather than hoping Substack replaces everything you’ve already built.
Substack and Email List Growth
Substack can absolutely play a role in growing your email audience, but in my opinion, it shouldn’t exist as your entire email marketing strategy.
The reason has less to do with how many tools you use and more to do with how email functions inside an online business. Substack is great for direct delivery and connection, but it isn’t designed to handle things like lead magnets, deeper segmentation, or long-term relationship building in the same way a dedicated email platform does.
Because of that, I still encourage thinking of Substack as an extension of your email ecosystem rather than the foundation of it. You can absolutely export your Substack subscribers and bring them into your main email platform so everyone lives in one place long-term.
I want to be clear that this is simply my perspective, shaped by years of watching how creators grow sustainable businesses online. Email marketing has consistently been one of the most important tools for building real community and for creating a group of people who not only read your work, but eventually invest in it through products, courses, workshops, or services.
Substack can support that goal beautifully. I just don’t believe it was built to carry that responsibility on its own.
A Note on Perspective and Transparency
I know I work in the WordPress space, and I know that can shape how this advice is received. That said, this perspective isn’t coming from what I sell or what I prefer people to use.
It comes from nearly two decades of being immersed in the online creator space and watching it evolve in real time. I’ve seen platforms rise, shift, and fall out of favor. I’ve watched how blogging has changed, how monetization has changed, and how creators adapt when the landscape moves again.
I’ve also spent real time learning how Substack is being used today, not just in theory but in practice. Following writers, participating in conversations, and paying attention to what’s actually working for people right now.
This post isn’t meant to push anyone in a specific direction. It’s simply the honest takeaway from years of experience and recent hands-on exploration, shared in the spirit of helping creators make informed decisions.
The Bottom Line
Substack isn’t the enemy of blogging. It’s a reminder of what blogging used to be and what people still want. Connection. Consistency. A real human on the other side of the screen.
Your website and Substack don’t compete. They work best when they grow together.
One of the most common questions I’ve been hearing lately is whether that sense of conversation and community has to live on Substack alone. It doesn’t. There are ways to bring that same low-pressure, conversational layer onto your own website, while still keeping ownership intact. I’ll be sharing more about that soon.
This was very helpful. I started on Blogger back in 2009 and completely feel what you are sharing. I have revamped my blog(s) over and over, all still ‘under construction’. I didn’t even know about Substack until your ‘Friday newsletter’. I always learn from you and Lani, completely confident that you are always honest with us and have our best interest at heart. Fingers crossed I will push ‘publish’ soon. ❤️