What to put on your link-in-bio page (and in what order)

Your link-in-bio page is the most valuable piece of real estate you have that nobody talks about. It’s where people land the second they decide they like you enough to want more.

And most of them are a mess. Twelve buttons, three of them dead, a discount code from a brand deal that ended in March, and no clear reason to click anything.

Here’s how to set yours up so it actually does something: what goes on it, in what order, and how to tell what’s working.

Start with one job

Before you add a single link, decide what the page is for. Pick one main action you want a new visitor to take. For most creators, that’s one of these:

• Join your email list
• Buy or book the thing you sell
• Subscribe to your paid content or membership
• Watch your newest long-form video or episode

That one action goes at the top, bigger or bolder than everything else. Everything else is secondary.

Why so strict? Because every extra link splits attention. Someone who taps your bio on their phone gives you a few seconds. If they have to read ten options to figure out what you want from them, most will close the tab.

The priority order that works for most creators

Your one main action can change, but here’s a solid default order, top to bottom:

1. Email signup. If you’re not selling anything yet, this is your main action. Followers can disappear with an algorithm change or a banned account. Email subscribers stay yours. If you haven’t started a list, our guide to building an email list walks you through it.
2. Your current offer. The product, service, booking page or membership you most want people to see right now.
3. Your best free content. One link to your newest or most popular long-form piece: a YouTube video, a podcast episode, a blog post.
4. Other platforms. Only the ones where you’re actually active.
5. Work with me. A link or email for brands and business inquiries, ideally pointing to a page or your media kit.
6. Active affiliate or partner links. Only current ones, clearly labeled.

Five to seven links is plenty. If you have more than that, some of them are clutter.

Write buttons people want to tap

Labels matter more than you’d think. “Newsletter” is a word. “Get my free weekly budget template” is a reason.

A few before-and-afters:

• “Shop” becomes “Shop the presets I use on every photo”
• “Podcast” becomes “New episode: how I quit my 9 to 5”
• “Contact” becomes “Brands: work with me”
• “Newsletter” becomes “Free Sunday email: 3 money tips, 2 minutes”

Keep each one short enough to fit on one line on a phone.

Link-in-bio tools vs. your own simple site

You have two basic options.

A link-in-bio tool. Services like Linktree, Beacons and Stan give you a simple mobile page with buttons, often with built-in click stats and ways to sell products. They’re fast to set up and many have free plans. The tradeoffs: the URL usually includes their brand name, design options are limited, and you’re depending on one more company’s rules and pricing.

Your own simple site. A one-page site on your own domain (yourname.com) built with any website builder. It takes a bit longer to set up, but you own the address forever, it looks more professional to brands, and it can show up in Google searches for your name. We explain why that matters in our guide to getting your content found on Google.

A good middle path: start with a link-in-bio tool now, buy your domain name anyway, and move to your own page when you’re ready. Some tools also let you connect a custom domain.

One more thing to know: Instagram now lets you add more than one link to your profile. According to the Instagram Help Center, you can add up to 5 websites. That’s useful, but people usually only see the first one without tapping, so your link-in-bio page still does the heavy lifting.

Tracking clicks with UTM parameters (explained simply)

Most link-in-bio tools show you how many people clicked each button. That’s a good start. But what if you want to know how many of the people who bought your template came from Instagram versus TikTok versus your YouTube description?

That’s what UTM parameters are for.

A UTM parameter is a little tag you add to the end of a link. It doesn’t change where the link goes. It just tells your website’s analytics where the visitor came from.

Here’s a normal link:

https://yoursite.com/template

Here’s the same link with UTM tags:

https://yoursite.com/template?utm_source=instagram&utm_medium=social&utm_campaign=budget_template

Breaking that down:

• utm_source is where the click came from (instagram, tiktok, youtube, newsletter)
• utm_medium is the type of channel (social, email, video)
• utm_campaign is the specific thing you’re promoting (budget_template, fall_launch)

Google’s own Analytics help page on custom campaign URLs recommends always using those three together. You don’t have to type them by hand either. Google’s free Campaign URL Builder lets you fill in the blanks and copies the finished link for you.

A few rules to keep it clean:

• Use lowercase, always. “Instagram” and “instagram” can show up as two different sources.
• Pick your names once and stick to them. Write them in a note so you don’t end up with “ig,” “insta” and “instagram.”
• Use a different link for each platform. Put the instagram-tagged link in your Instagram bio, the tiktok-tagged link in your TikTok bio, and so on.
• Only tag links to sites you control. UTMs show up in the analytics of the site you’re linking to. Tagging a link to someone else’s store helps them, not you. For affiliate links, use the tracking the program gives you.

Important: UTM data only shows up if the page you’re sending people to has analytics installed, like Google Analytics or the built-in stats on your website builder or store platform. If it doesn’t, the tags just sit there doing nothing.

What to do with the numbers

Check your click stats once a month. Look for:

• Links nobody taps. Move them lower or delete them.
• Links everybody taps. Consider moving them higher or making them your main action.
• Which platform sends buyers, not just visitors. Lots of clicks from one app and zero sales? Maybe that audience needs your free content first.

Don’t obsess over daily numbers. Look at trends over a few weeks.

Update it with every launch

Your link in bio should change when your business changes. Build a quick routine around launches:

• Before a launch: add a waitlist or “notify me” link near the top.
• Launch day: move the offer to the number one spot with a clear label and a deadline if there is one.
• After the launch: move it back down, or remove it, and bring your email signup back to the top.
• After a brand deal ends: take down expired codes right away. A dead code makes you look sloppy and annoys your followers.

Put a monthly reminder in your calendar to click every single link on your page. Broken links happen more than you’d think.

Your link-in-bio checklist

• One main action, at the top, clearly labeled
• Email signup near the top (or as your main action)
• Five to seven links total, max
• Button labels that say what people get
• A “work with me” link for brands
• Your own domain, even if you’re not using it yet
• UTM-tagged links for each platform, in lowercase
• Analytics installed on the pages you link to
• Monthly click check and broken-link test
• Expired codes and old launches removed

Set it up once, keep it tidy, and your bio link turns from a junk drawer into the front door of your business.