It’s hard enough to get seen and grow on social media. You’re fighting the algorithm gods and teensy attention spans, but it can be a good place to grow your visibility.
Part of what makes social media an effective marketing strategy is getting people off the platform and into your ecosystem.
There’s a couple of ways to do this, but a common way is a link-in-bio page. A bunch of companies built businesses around this idea, like Linktree, Hoppr, or BioSite.
But if you already have a website, why wouldn’t you use that?
By having them go from Instagram > Linktree > Your website, you’re adding an additional step that isn’t necessary. It’s proven that the more clicks it takes a person to do something, the less likely they are to follow the journey to the end.
Link-in-bio tools also have a pretty limited job. They’re essentially a slightly more organized version of your social media feed and just a list of links pointing people somewhere else.
Building out a page on your website for social media profiles will do so much more.
Instead of dropping someone into a list of buttons, you can give them a place to explore. They can browse your services, read more about your work, or join your newsletter without leaving your site.
And because they’re already inside your ecosystem, every page they click helps build a little more trust.
You can utilize the analytics
Depending on your social media strategy, you can have multiple link-in-bio pages and use that to track which platform is working better for your business.
For example:
- yourdomain.com/instagram-links
- yourdomain.com/tik-tok-links
- yourdomain.com/linkedin-links
Now your website analytics can show you how much traffic each of those pages receives.
If your Instagram page gets more visits than TikTok, that’s a signal about where your audience actually engages with you. It’s not the only factor in deciding whether or not to phase out TikTok, but it’s useful information.
Your page is branded properly
Branding matters. Consistent branding signals professionalism and builds trust.
Your links page is often the first place someone lands after the video or post that caught their attention. If it’s just an endless list of buttons that someone has to dig through, that’s going to turn them off. Too many decisions to make, not enough guidance.
Linktree and similar tools aren’t a bad way to start. But once you already have a website, it’s not worth the extra step in the middle.
Your website can do that job better. If you're thinking “huh… maybe I should fix that,” you can always grab a discovery call and we’ll talk it through.