Link in bio pages: what to put there so followers act

Key takeaways

A link in bio page should put the one action you most want first, the current offer second, and no more than four or five links in total. Host it on your own website if you can, so it can be tracked and carries your branding. A home page is the wrong destination: it makes followers search for what they came for.

• Put 1 main action at the top: book, quote, message or shop.
• Keep to 4 or 5 links; more links mean fewer clicks on each.
• A page on your own site can be tracked and improved.
• Tag the link so GA4 shows which platform sent the visit.

What is a link in bio page?

A link in bio page is a short mobile web page that a business links to from its social media profile, listing the few places a follower might want to go next, such as booking, the current offer, a price guide or the shop. It exists because platforms like Instagram allow only limited links on a profile.

• How UK businesses can turn social media followers into customers
• How to write a social media bio that attracts buyers

What should go on it, and in what order?

Order the links by what a ready buyer wants. A short line saying what you do and where, then the main action, then the current offer, then proof, then a way to message. Remove anything that does not help someone become a customer.

• 1. Main action: "Book a free survey" or "Shop new stock".
• 2. Current offer, named as in your posts.
• 3. Proof: reviews or recent work.
• 4. WhatsApp or message link.
• 5. Optional: price guide or email sign-up.

• Social media offers that turn followers into first buyers

Should you use a link in bio tool or your own website?

Use your own website if you can. A page on your domain keeps visitors on your site, carries your branding, can be tracked in Google Analytics 4 (GA4) and can be improved. Link-in-bio tools are quick and often free, but send visitors to a third-party page and may limit tracking unless you pay.

• Social media traffic lands on a phone: is your site ready?

How do you track clicks from the bio?

Add UTM parameters to the bio link, with a different source for each platform, such as utm_source=instagram and utm_medium=bio. In GA4, you will then see visits and enquiries from each profile separately. Set your enquiry or purchase as a key event so conversions are counted.

• Set up UTM tracking for social media
• Track social media conversions in GA4, step by step

How do you keep the page working?

Check the page monthly on your phone. Remove expired offers, update the main action if it changes, and test every link. Look at which links get clicked in GA4 and move the most popular up, or remove links nobody uses.

When is a single link better than a page?

A single link is better when there is only one thing a follower should do, such as book or shop. Removing the choice removes a step. Many service businesses do better linking straight to a booking or quote page than to a menu of options.

• Add a booking button to Instagram and Facebook

What does this look like in practice?

A pattern we see: a bio link to the home page, or a tool page with twelve links including old offers. Replacing it with a short page led by one action and the current offer is one of the quickest changes to make, and is easy to measure.

• See client work
• Social Media Marketing for UK businesses
• The follower conversion scorecard: find where buyers drop out

Link in bio checklist

• Lead with one main action.
• Keep to four or five links.
• Host on your own site if you can.
• Tag the link per platform with UTMs.
• Test every link monthly on a phone.
• Remove expired offers immediately.

Next step

Open your bio link on your phone now. If the first thing you see is not what a ready buyer wants, change it today.