Should I Create a Link-in-Bio Page on My Own Website?
Why Instagram Business Owners Should Create a Link-in-Bio Page on Their Own Website
If you're using Instagram for your business, you've probably considered third-party tools like Linktree or Bio.site to share multiple links from your bio.
They’re convenient. They’re popular.
But if you care about SEO, AI visibility, brand authority, and long-term growth, there’s a better strategy:
Create your own custom link-in-bio page directly on your website.
As a website designer who works with entrepreneurs, coaches, small law firms, and counselors — especially those using Squarespace — I consistently recommend building a simple, mobile-friendly link-in-bio page on your own domain instead of relying on a third-party tool.
Here’s why.
1. Keep Website Traffic on Your Turf
When you use tools like Linktree or Bio.site, you're sending Instagram visitors away from your website.
That means:
They land on someone else’s domain.
They experience someone else’s branding first.
You lose valuable SEO opportunities.
Every click from Instagram is potential website traffic — and website traffic is one of your most valuable digital assets.
When you create a link-in-bio page on your own site:
Every visit strengthens your domain authority.
Visitors stay within your brand ecosystem.
You build recognition and trust with your actual URL.
Instead of teaching your audience to click “linktr.ee/yourname,” you train them to remember yourdomain.com.
That’s a long-term brand play!
2. It’s Better for SEO (and Now… AI & LLM Visibility)
Search engines don’t rank third-party link-in-bio pages for your business.
They rank your website.
When Instagram traffic lands directly on your site:
It increases overall site engagement.
It signals activity and relevance to search engines.
It contributes to your content ecosystem.
It creates internal linking opportunities.
And here’s what many business owners may not be thinking about yet:
Large Language Models (LLMs) and AI-driven search tools pull structured information from websites — not from third-party bio tools.
If you want your:
Blog posts
Service pages
Educational content
FAQs
…to be referenced by AI systems and future search experiences, the traffic and engagement need to point to your domain.
A custom link-in-bio page supports both:
SEO (Search Engine Optimization)
GEO (Generative Engine Optimization)
That’s future-proof strategy!
3. You Get Real Analytics and Better Data
When someone clicks your Instagram bio link and lands on a third-party site you get limited insight.
But when they land on your own website, you can track:
Page views
Click behavior
Conversions
Time on site
Bounce rate
Using:
Squarespace Analytics
Google Analytics
UTM tracking for campaigns
More data = better decisions.
And if you're building a marketing strategy rooted in clarity instead of guesswork, that matters!
4. It’s Simple to Build (Especially on Squarespace)
If you’re using Squarespace, this can be incredibly simple:
Create a new page called:
/links
/start
/instagram
/resources
Design it mobile-first.
Include:
A short welcome message
Clear buttons to your most important pages
A featured freebie or lead magnet
A blog post or two
A contact link
Done!
No subscription.
No third-party branding.
No sending traffic away.
5. Always Point People Back to Your Website
Here’s the bigger strategic shift:
Instagram is rented space.
Your website is owned space.
If you create a Reel or how-to post, don’t just say “check the link in bio.”
Say:
“Visit my website (link in bio) to access the full guide.”
Subtle difference.
Big impact.
You’re reinforcing your website as the central hub of your business; not Instagram.
What Should a Link-in-Bio Page Include?
For SEO and AI-friendly structure, your page should include:
A clear H1 headline
Short descriptive text (with relevant keywords)
Internal links to priority pages
Optional FAQ section
Structured layout (easy to scan)
This helps both:
Human visitors
Search engines
AI systems parsing your site
Clarity always wins!
The Long-Term Strategy
Third-party bio tools optimize for convenience.
Building your own link-in-bio page optimizes for:
SEO
AI visibility
Brand authority
Data ownership
Long-term growth
If you're building a business meant to last — especially as search evolves beyond traditional Google results — keeping traffic on your own domain is one of the simplest strategic upgrades you can make.
And the best part?
It’s easy!
Frequently Asked Questions About Link-in-Bio Pages
01| Is it better to create a link-in-bio page on my website or use a third-party site?
It is better to create a link-in-bio page on your own website if you care about SEO, branding, and long-term visibility.
Using tools like Linktree sends traffic to a third-party domain, while a custom page on your own site strengthens your domain authority, improves analytics tracking, and supports AI discoverability. Your website is owned space — third-party tools are rented space.
02| Can a link-in-bio page on my website improve SEO?
Yes, a link-in-bio page on your website can improve SEO when structured properly.
Each visit increases traffic to your domain, strengthens engagement metrics, and creates internal links to important pages like services, blog posts, and lead magnets. This reinforces topical authority and helps search engines better understand your site.
03| How do I create a link-in-bio page on Squarespace?
To create a link-in-bio page on Squarespace:
Add a new page (page name examples: /links or /instagram).
Design it mobile-first.
Include a clear headline and short introduction.
Add buttons linking to key pages.
Feature your most important offer or free resource.
Publish and update your Instagram bio with the new URL.
Keep it simple, clean, and strategic!
04| What should I include on my link-in-bio page?
A strong link-in-bio page should include:
A clear headline
Short, keyword-rich introduction
Buttons to priority pages
A featured lead magnet or offer
Optional testimonials or trust signals
A contact link
The goal is clarity and direction; not clutter.
05| Is Instagram traffic important for my website?
Yes, Instagram traffic can be valuable when it is directed to your own website.
Instagram is rented space. Your website is owned space. The more consistently you train your audience to visit your website, the more you strengthen brand authority, SEO performance, and long-term business growth.
I talk more about this over my post, How to Optimize Instagram for Google…and Why It Can Boost Your Website Traffic!
