Link in bio
Also called bio link, link in bio page
What is a link in bio?
Link in bio refers to the clickable website link in a social media profile, most often on Instagram and TikTok, where links in regular post captions are not clickable. Posts tell viewers to tap the link in bio to shop, book or read more. Many businesses point it at a simple page listing several links.
Instagram now allows up to five links in a profile, and TikTok offers bio links to eligible accounts, but the habit of a single link to a hub page remains common. Those hub pages are often called link-in-bio pages and can be built with a dedicated tool or as a page on your own site.
Building the page on your own website has a benefit: visitors land on your domain, you can track them in your analytics, and the page can carry your branding and a clear call to action.
Why a link in bio matters
On platforms that do not make caption links clickable, the bio link is the main route from social media to a sale. Every post that ends with link in bio depends on that link being useful and up to date.
A focused link page also improves conversion rate. Sending people straight to the product, offer or booking page they just saw works better than dropping them on a generic homepage.
How to set up a link in bio page
- Decide what you most want visitors to do and put that link first.
- Keep the page short: three to six links is plenty.
- Match the labels to your recent posts, such as Holiday menu or Spring class schedule.
- Add tracking parameters so you can see social traffic in your analytics.
- Update it whenever a post promotes something new.
Link in bio FAQ
Why do people say link in bio?
Because Instagram does not make links in post captions clickable. The profile link is the main way to send followers to a website, so posts point to it.
Do I need a link-in-bio tool?
No. A simple page on your own website works and keeps visitors on your domain. Tools are convenient if you want quick setup without editing your site.
Related terms
A call to action (CTA) tells people exactly what to do next, such as Shop now, Book a class or Save this post. It turns attention into action.
A landing page is a web page built for one goal, like a signup or booking, that visitors reach from an ad, post or email.
Conversion rate is the percentage of people who take a desired action, like buying or signing up, out of everyone who could have.
Social commerce is selling products directly inside social platforms, through shoppable posts, product tags, live shopping and in-app checkout.
A caption is the text that goes with a social media post. It adds context, tells a story, invites action and helps the post be found in search.