Why Linking to Another Company on Your Website Can Be Smart — But Linking Them in Your Facebook Posts Can Be a Mistake

Linking to other businesses and brands is a normal part of modern marketing. In fact, strategic partnerships and cross-promotion can help companies grow faster than they could alone.

But there’s a big difference between:

✅ linking to another company on your website
and ⚠️ linking to another company in your Facebook posts.

They may look similar (“it’s just a link”), but they work very differently — and they affect your brand, reach, and customer behavior in completely different ways.

Let’s break it down.

  1. Your Website Is “Owned Space” — Social Media Is “Rented Space”

Your website is your digital home. You control:

  • what users see
  • how long they stay
  • what they click next
  • what actions you ask them to take
  • branding, layout, messaging, and customer journey

So, when you place a link on your website to a partner, supplier, sponsor, or trusted resource, it’s usually intentional and controlled. You’re guiding visitors in a way that can add credibility and build trust.

Example:
A landscaping company links to the manufacturer of the lawn equipment they use.
That makes sense. It supports expertise. It shows transparency.

Facebook is different.

Facebook is not your platform — it’s an algorithm-controlled feed designed to keep users scrolling. When you post a link on Facebook, you’re basically playing by Facebook’s rules.

  1. Website Links Build Authority — Facebook Links Often Reduce Reach

✅ On your website:

Linking to credible, relevant sources can:

  • show professionalism
  • strengthen trust with customers
  • improve SEO when done strategically (especially if you’re linking to authoritative resources)
  • make your business look connected and established

Website links can act like “proof” that your company is part of a bigger ecosystem.

⚠️ On Facebook:

Facebook generally dislikes posts with outbound links because they send people off the platform. That can lead to:

  • reduced visibility
  • lower engagement
  • fewer people seeing the post in the first place

That’s because the Facebook algorithm wants users to stay on Facebook. If your post encourages people to leave, Facebook is less likely to show it to others.

So linking another company in a Facebook post can unintentionally:

  • weaken your distribution
  • make the post “underperform”
  • waste your marketing efforts
  1. Website Links Support the Customer Journey — Facebook Links Interrupt It

Your website is built for conversion. A visitor is already in “business mode.”

A Facebook user is in “feed mode.”

On your website, linking to another company can be part of a thoughtful customer experience:

  • “Learn more about our supplier”
  • “See the partner warranty policy”
  • “View this certification”

Those links can support confidence and decision-making.

On Facebook, a link to another company does something else:

It gives your audience a “doorway” to leave your page — and possibly never return.

Once someone clicks out, they might:

  • get distracted
  • follow the other company
  • engage with their content (and more importantly buy from them not you)
  • forget about your original post
  • stop scrolling your page entirely

You’ve now traded attention to your brand for attention to theirs.

  1. Social Media Is About Brand Memory — Not Traffic Leaks

Your Facebook presence should mainly focus on:

  • building familiarity
  • showcasing your work/products
  • earning trust over time
  • staying visible and top-of-mind

That works best when your content keeps people interacting with you:

  • comments
  • shares
  • follows
  • reactions
  • DMs

When you link to another company, you dilute that- not what you want if your goal is growth.

  1. Linking to Another Company on Facebook Posts Can Accidentally Advertise for Them

This is a big one.

When you link someone else in your Facebook content, you’re effectively giving them free marketing.

You’re giving them:

  • impressions
  • clicks
  • potential followers
  • brand exposure
  • credibility-by-association

But are they returning the favor?
Are you getting leads from it?
Or are you just building their online presence while slowing down yours?

What Should You Do Instead?

If you want to acknowledge or credit another company without hurting your reach, try these better alternatives:

✅ Option A: Mention them without linking

Instead of linking their website or page, just mention them in the content of your post. Don’t share their posts that include a link to their services or products- both of which YOU may offer as well!

✅ Option B: Tag them in a comment

Post your content normally, then tag them in the content or better yet, add the link/tag in the first comment. This often protects reach while still giving the reference.

✅ Option C: Use your website as the “hub”

Post something like:

“Full details on our website.”

Then your website can include links to partners in a controlled way.

✅ Option D: Cross-promote only when it benefits your audience

If you link to another company, make sure the purpose is clear:

  • It improves customer experience
  • It answers a question
  • It supports trust and transparency

Otherwise, keep the attention on your brand.

Bottom Line

✔ Linking to another company on your website is often good:
Because you control the experience, build authority, and guide visitors strategically.

✖ Linking another company on your Facebook posts is usually not:
Because it reduces reach, interrupts engagement, and directs your audience away from you — often benefiting the other company more.