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Every serious Substack publisher needs a custom domain.
Because you’re not just sending out a newsletter, you’re building a brand.
And every brand deserves a home.
Using a custom domain (like reallygoodbusinessideas.com instead of reallygoodbusinessideas.substack.com) might feel like a small detail, but it can make a big difference in how you show up online, grow your audience, and build something that lasts.
Today I’m breaking down who should consider this upgrade, why it matters, and how to do it as simply as possible.
Who Should Use a Custom Domain?
I recommend using a custom domain if any of the following are true:
You see your Substack as more than a hobby.
You’re building a long-term personal or professional brand.
You’re using Substack to drive traffic to something bigger (courses, coaching, products).
You might want to move off Substack one day without losing your traffic.
If you’re just experimenting or writing for a small group of friends, the default Substack URL is perfectly fine. But if you’re serious about growing a sustainable brand (even if it’s small today), a custom domain is a smart and affordable next step.
The Benefits of Using a Custom Domain on Substack
There are several benefits to using a custom domain.
🔒 Control & Ownership
With a custom domain, you’re not tied to one platform forever. If you ever decide to leave Substack, you can take your brand—and your backlinks—with you. Your audience will follow your domain, not Substack’s.
Even if you don’t plan to leave, you know never what can happen. Lucy Werner recently had her entire publication deleted when she tried to delete her podcast feed! Restoring a website or redirecting old URLs to new ones is a lot easier when you own your domain.
✨ Brand Building
A clean, custom URL looks more authoritative (helping you build trust) and is easier to remember and share. When someone finds you through another platform like Google, Twitter, or a podcast shoutout, they’re more likely to remember your custom domain, not some subdomain.
🔍 Better SEO
A custom domain means all your backlinks and mentions are helping your site rank, not Substack’s. It also makes it easier for you to use important search engine optimization tools like Google’s Search Console.
💼 Business Flexibility
With a custom domain, you can easily incorporate additional touchpoints outside of Substack. For example, you can set up a professional-looking email like hi@yournewsletter.com, and create landing pages, an online store, or other assets on subdomains of your URL.
How to Set Up Your Custom Domain
Setting up your custom domain has four steps. Most people don’t tell you about the last one, so make sure to read until the end.
1. Choose Your Domain Name
Your domain should be as close to your publication name as possible. If you’re writing in English, I usually recommend trying to get the .com version of your domain for two reasons:
.com domains are seen as more professional.
If the .com isn’t available, that means someone else has it and your readers could get confused or end up in the wrong place when trying to find your website.
You may need to modify your publication name to find an available domain. For example, if your publication is called “The Scrappy Marketer” and thescrappymarketer.com isn’t available, you might need to try something like scrappymarketinghub.com. If you’re struggling to think of alternatives, AI is very good at helping with this type of brainstorming!
2. Buy Your Domain Name
I prefer Namecheap for domain purchases because of its easy-to-use interface. Unlike many domain registrars, it offers free domain privacy, which means you can keep your name and contact info private if you want to.
Most domains cost $10–20 per year. If you know that you’re going to stick with your publication for a while, I recommend buying it for 2–5 years upfront and turning on autorenew. You don’t want to lose your domain because you forgot to renew it!
3. Connect Your Domain to Substack
Start by navigating to the Domain section of your Substack Settings page.
To connect your domain name to Substack, you’ll need to pay a one-time fee of $50. If you’re serious about your publication, this is a no-brainer.
Next, you’ll be asked to enter your domain name. Make sure you enter www. at the front of your domain name and check the box for “Enable root domain redirects for your custom domain.” This is important for making sure your website will load whether readers type www.yourdomain.com or just yourdomain.com into their browser.
Then, before clicking save, head back to Namecheap or whichever domain registrar you used. In Namecheap, click on “Domain List,” select your domain, and click on “Advanced DNS.”
Now, replace the records that are currently listed with the ones provided by Substack. I also recommend changing the field labelled “TTL” to “Automatic” since this usually provides the fastest updates.
Finally, go back to Substack and click “Save and continue,” then “Check status.” If everything worked, Substack will confirm that everything looks good.
These settings can sometimes take up to 36 hours to take effect, so don’t panic if it’s not instant.
Note: If you’ve already been publishing on your Substack subdomain, Substack will automatically convert your URL to the new domain and set up redirects so none of your links stop working.
4. Set Up Google Search Console
If you’re publishing online without using Google Search Console, you’re flying blind. Google Search Console creates a two-way communication pathway between you and Google, helping you acquire search engine traffic more effectively.
This quick guide explains how to set it up, what to pay attention to, and why it’s one of the most underrated tools for growing your audience.
Bottom Line: It’s All About Ownership and Intent
If you’re publishing regularly, growing your audience, or offering paid subscriptions, a custom domain is a smart and simple move you should consider.
It’s not just about looking professional. It’s about owning your digital home. 🏠
Even if you’re on the fence, I recommend at least buying your domain name before someone else does. You can always connect it to Substack later.
To endless possibilities,
Casandra
PS. If you found this useful, please tap the ❤️ below. It helps me out a lot!
Wanting to move my Substack newsletter to a custom domain -- but a tech novice and leery of pitfalls -- I've scoured the web far and wide over recent weeks reading every article and reddit thread on the topic I could find. I do hereby award your article Best in Show for its clarity and helpful screenshots!
I made my switch today (via a domain acquired at Namecheap) and was pleasantly surprised that Substack's initial activation happened within an hour. One thing I'd emphasize for others:
-- You may find there's a delay between when the custom domain changeover goes live, and the activation of the redirect for visitors who just type your new web address without "www." For me, it was about three hours. (In other words, during that time, www.starkrealities.net worked, but starkrealities.net didn't.)
Thank you for creating such helpful content, Casandra. Next, I'll check out Google Search Console, per your guidance: https://www.reallygoodbusinessideas.com/p/google-search-console
Hi,
First off, thank you. This is probably the clearest advice anyone has given here. But I am a total tech noob, so I have more questions.
I already have a domain - a good friend suggested I rent one when I started my Substack. What happens if I move there - can I still publish and mail my newsletter on the Substack ecosystem? Will it also go out from here to any new subscribers who get added after I migrate to the new domain? How does my workflow change?
Kavita.