There’s a subtle but powerful signal in your email address.
When someone receives an email from [email protected] or [email protected], it tells them something — even if subconsciously — about how you run your business. It says you’re using what’s free and familiar, not necessarily what’s professional and permanent.
Now, I’m not knocking free email. Gmail, Yahoo, and others have served billions of people well. But when you’re representing a business — especially one that asks others to trust you with their time, money, or data — your email domain is part of your brand. And that brand deserves its own space.
Owning your own domain name — say yourbusiness.com — is like owning your front door on the internet. It’s the digital equivalent of having a real business address instead of a P.O. box. You control it, you maintain it, and it becomes part of your identity over time.
Your Domain as Digital Real Estate
Think of your domain name like a small plot of land on the internet.
You don’t need acres of it — just enough for a mailbox and a front porch. When you own your domain, you decide what gets built there. That could be your business website, a portfolio, or simply a place where your email lives.
When you rely on a free service like Gmail or Yahoo, it’s like renting an apartment. You get a space, but the landlord sets the rules — and one day, they could change the locks. Your emails are tied to their ecosystem, their ads, and their privacy policies.
Owning your own domain means you hold the deed. You can remodel it, move your email to a new “neighborhood” (provider), or even hand it down one day — just like property. It gives you stability, credibility, and freedom.
That sense of ownership is empowering. It’s one of those quiet digital decisions that says, I take my presence seriously.
Why It Matters for Business
For a business, owning your domain is non-negotiable. It’s not just about professionalism — it’s about legitimacy.
Your domain becomes the front door to your business. It’s where potential customers first meet you, whether they land there from a Google search, a LinkedIn post, or the link in your email signature. When someone sees [email protected], it immediately communicates credibility and permanence.
It also gives you flexibility. You can have dedicated email addresses like [email protected] or [email protected] without relying on a patchwork of personal inboxes. It builds brand consistency, reinforces trust, and helps you maintain control over how your business communicates with the world.
In short: your domain isn’t just an IT decision — it’s a brand and leadership decision.
Why It Matters for Individuals and Families
Even outside of business, a domain name can be incredibly valuable.
You can point it to your social media profiles, a personal landing page (like Linktree, Beacons, or Card), a photo gallery, an event countdown, or even a simple “about me” page. For families, it can serve as a shared digital space — a place for updates, reunion details, or a simple contact form that stays consistent even as emails and social platforms change.
Many hosting services now offer free or low-cost options to create a simple site. You don’t have to be technical — just pick a template, connect your domain, and you’re online.
No matter how you use it, the result is the same: you control your online identity. Your domain becomes the foundation for how people find and interact with you — not an algorithm or a provider that can change overnight.
Getting Started
A domain name typically costs between $10 and $20 per year, depending on where you buy it and what top-level domain (TLD) you choose — .com, .org, .net, .me, and so on.
For those wondering where to start, I suggest buying from a reputable registrar. I personally recommend Cloudflare or Hover. Both are transparent, security-focused, and don’t try to upsell you on unnecessary add-ons. (If you’d like to hear some unfiltered opinions on other registrars, feel free to reach out — I have a few.)
Once you have your domain, you can point it anywhere — to your business website, your social media profile, a personal landing page like Linktree or Beacons, or even forward it to an existing site or email service. It’s surprisingly easy, and most registrars walk you through the process with just a few clicks.
If this part feels intimidating, don’t worry — it’s much simpler than it sounds. Connect with me, and I can send over some helpful guides or pointers. Or, if there’s enough interest, maybe that becomes the topic of a future Purpose in Practice newsletter. (Let me know!)
As for email hosting, you’ve got options.
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ProtonMail is excellent if privacy and security are your priorities.
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Microsoft 365 and Google Workspace are great for those who need collaboration tools.
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Fastmail offers a straightforward, privacy-conscious middle ground.
If you’ve followed this newsletter for the past few weeks, you know that I personally use ProtonMail, along with a service they provide called SimpleLogin. Since I control my domain and pay for a premium email service, I can create a unique email alias for every website I sign up for or newsletter I subscribe to. It’s a small thing that makes a big difference — giving me visibility into where messages originate, and protecting me from credential stuffing or data leaks. (If that term sounds familiar, check out last week’s edition for a deeper dive on password security.)
The important thing isn’t which provider you choose — it’s that you choose one under your own domain.
A Final Thought
Now let’s connect this to leadership.
In leadership, stewardship shows up in the small things — how we manage time, money, and even our digital presence. Owning your domain might feel like a technical decision, but it’s really a statement about responsibility and identity.
Leaders take ownership. They don’t outsource the things that define them.
When you claim your domain, you’re practicing that same principle — taking deliberate control of something that represents you, your family, or your business. It’s saying, this matters enough to put my name on it.
This Week’s Challenge
Take five minutes to search for your domain name. Try your business name, your family name, or even a creative variation. If it’s available, claim it. If you already own one, check where your email or web presence is hosted — and whether it’s time to bring it home under your own brand.
A little ownership today can save you a lot of hassle tomorrow — because stewardship in leadership often starts with simple ownership.
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