Direct Link or Landing Page? Is Your Link in Bio Strategy Helping You?
Today I want to talk about a topic every business owner or social media professional have asked themselves at one point or another:
“Should I have one link in my Instagram Link in Bio or a landing page with multiple options?”
The answer is, like most answers, that there's not one size fits all.
It all depends on several factors, such as:
your general strategy
what you want to accomplish at that specific time
your deadlines
your availability
your overall number of clicks
your brand values (yes, even that)
I actually recommend every Instagram account uses a mix of both. There’s a time to have only one link taking your audience to a specific destination inside your website and there’s also a time where multiple options make more sense.
But when should you go for a link tree or a landing page on your link in bio and when should you just use one direct link?
And when you use any multiple link solution, what should that look like?
Keep on reading, because we’re about to take a deep dive:
What you have on your Instagram Link in your profile (aka Link in Bio) depends on your strategy.
But what does that mean?
Let’s think this way:
If you have multiple links in your bio, a person is more likely to find what they want
If you have one link in your bio, a person is more likely to go where you want them to go
Each click you add to get someone to a final destination, more people will click out instead of going to your link
Each less click you have to get someone to your links, the more likely they are to actually get all the way there.
That’s why for most businesses, we do not recommend leaving just the home of your website in your link in bio. But there are certain cases, when that is the right thing to do as well.
Let’s see what they are:
When you should have the home of your website on your Link in Bio
We only recommend you leave the home of your website, or your .com (in most cases, because it’s a .team for us!) in two cases:
when your business is brand new and you don’t have offers or different things going on yet
when the home of your website is your sales page
Using the home of your website in your link in bio makes sense when it’s a final destination
In our account for our template subscription, Your Template Club, we often use the home of our website in our link in bio, since it’s our sales page.
2. When to use a direct link that is not the home of your website in your Instagram Link in Bio or link in profile
This is what we do with our @yoursocialteam account most of the time. We have 1 direct link to a specific destination that can be:
a product page
an offer page
a course page
our template shop
our memberships
a blog post
a link to an event
a link to our newsletter where people can sign up to be on our email list
or any direct link for something we are promoting
Using the one specific direct link in your link in bio is what we recommend we all do most of the time
This is our main strategy at @yoursocialteam’s Instagram and in our experience that leads to the most clicks and convertions.
In my experience, this is the best strategy for most of the time: switch what’s in your link in profile often, so people know exactly where they are going and are able to get there with one click.
This makes it that more people click and get to your final destination, which helps convert or sell more. It also avoids that people who get easily distracted, will click elsewhere and even forget they were about to sign up for one of your offers or buy one of your products.
I don’t know about you, but it someone is about to join one of my memberships or buy one of my templates and they are on their way there, I would not want them to get distracted and go get a freebie or read my latest blog post instead.
If someone reads one of your old blog posts that say “link in bio” and the link is no longer there, they can always DM and ask for the link or go to your website to find it — and yes, you may miss some of the clicks from these people, but you’d miss a lot more clicks and sales, if you just keep every link under the sun in your profile.
3. When do have a landing page with multiple links in your link in bio.
We see three main situations where we think this is the best solution, whether temporary or more permanent:
When you travel or are taking a break from Instagram - that way people will have more ways to find what they are looking for without having to comment on a post or DM you to get an answer
When you’re promoting two things at once -for example a course or sale that is about to end, but you also have an event going on that people need to sign up for. In that case, I would only put the two links on your link in bio. Avoid putting more links. Your link in bio should be always changing too!
When you are not selling anything directly. If you’re a blogger or have a business that is not selling anything at the time and your mail goal is just to get people to your website, regardless of where they go there, you can have more links. That way you have something to offer to everyone and is doesn’t matter if you get less clicks on a specific page of your website.
Check out the most popular templates from our shop this month
So as we said, there’ no one size fits all when it comes to what you put on your link in bio.
Bookmark this blog post and use it as a cheat sheet for when you need to apply these different strategies and keep the clicks to your website and sales coming from your Instagram profile and content.
If you need help creating better captions, check out our 125 Caption Templates for Instagram.
Manu Muraro is the founder of Your Social Team, an Instagram training membership and content shop to help social media managers and Instagram savvy women entrepreneurs to beat the algorithm and grow their organic engagement (yes, even in 2021). This year she also launched Your Template Club, a Canva Template subscription to provide social media managers and Instagram savvy business owners with content template designed for engagement in their inbox.
Born and raised in Brazil, Manu moved to the U.S. in 2000 right out of college to work for Cartoon Network, where she made an award winning career in creative and strategy. In 2017, Manu started Your Social Team with the mission of helping women entrepreneur and social media managers grow engagement and sales through Instagram without the overwhelm.