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What To Put In Your Link In Bio (And What To Leave Out)
Most creators approach their bio page the same way they approach a junk drawer.
Everything goes in. Nothing has a purpose. The whole thing becomes a mess nobody wants to dig through.
The result is a page that gets traffic but no action. Visitors arrive, see a wall of equal-looking buttons, and leave without clicking anything.
What you put on your bio page matters. So does the order. So does what you decide to leave off.
Your primary link always goes first
The first thing a visitor sees after your name and photo is the first link on your page.
That position is valuable. Do not waste it on something secondary.
Your primary link is the one action you most want visitors to take right now. It answers the question: if someone does only one thing on this page, what should it be?
Common primary links by creator type:
- Newsletter signup (most creators building an audience)
- Booking page (coaches, consultants, service providers)
- Shop or product page (sellers, digital product creators)
- Portfolio or demo reel (photographers, designers, video editors)
- Course or program page (educators, online teachers)
Notice that "follow me on Instagram" is not on that list. Sending people back to a platform they already came from is rarely the best primary action.
If you are unsure what your primary goal should be, this breakdown of how high converting pages are structured helps clarify the decision:
What Makes A High Converting Link In Bio Page
The email capture section
After your primary link, an email capture section is the most valuable thing you can add to a bio page.
Here is why it matters. Every platform you post on — Instagram, TikTok, YouTube — controls your reach. If the algorithm changes or your account gets restricted, you lose access to your audience overnight. Email is different. Your list belongs to you.
An email capture section does not have to be complicated. A short headline explaining the benefit, a simple form, and a reason to subscribe is enough.
That reason is called a lead magnet. It does not need to be elaborate. A single useful checklist, a short guide, or access to exclusive insights can be enough to motivate people to give you their email.
The key is that the offer must be specific to your niche. A generic "subscribe to my newsletter" prompt converts poorly. "Get my free 5-step lighting checklist for portrait photographers" converts because it speaks to the exact person visiting the page.
Your latest or most relevant content
A bio page that never changes feels abandoned.
Including a link to your most recent or most relevant piece of content — a video, article, episode, or post — signals that you are active and worth following. Visitors who came from a specific piece of content may want to see more. Give them somewhere to go.
You do not need to update this weekly. Monthly works fine for most creators. What matters is that the page does not point to a six-month-old campaign that no longer reflects what you do.
Think of this section as a "currently featured" slot. One link. Updated occasionally. It keeps your page feeling current without requiring constant maintenance.
Supporting links that earn their place
Beyond your primary action and email capture, you can include a small number of supporting links.
The test is simple: would a new visitor have a reason to click this?
Good candidates:
- Portfolio or work samples (if your primary goal is not already a portfolio)
- Shop or product catalog (if you sell multiple things and your primary link targets one offer)
- Booking page (if you offer services and your primary link is not already a booking page)
- Press or media kit (useful if you work with brands or collaborators)
- About or bio page (for creators whose identity and story drive trust)
The rule is not "include everything that might be relevant." The rule is "include only what a new visitor is likely to actually want."
Most bio pages work best with three to five links total, not ten. Each additional link reduces the chance that any single link gets clicked. That is not a theory. It is how attention works.
A short bio headline
Your bio page inherits context from your social profile — people arriving already have some sense of who you are.
But not much.
A one to two line headline on your bio page that explains who you help and what you offer removes ambiguity fast. It does not need to be clever. It needs to be clear.
Examples:
- "Helping independent coaches book more clients without paid ads"
- "Skincare education for beginners who are overwhelmed by options"
- "Travel photography and gear guides for slow travelers"
These work because they immediately tell visitors whether they are in the right place. If you are in the right place, you stay. If you are not, you leave anyway — and that is fine. Relevance matters more than volume.
What to leave off your bio page
The decision about what not to include is as important as what you do include.
Common things creators add that rarely justify their spot:
- Links back to social platforms visitors just came from (Instagram, TikTok, YouTube)
- Old campaign links from a promotion that ended months ago
- Every project you have ever worked on
- A link to your personal website that duplicates what is already on the bio page
- Generic "contact me" links with no context
If you have ever looked at your bio page analytics and seen links with zero clicks in 30 days, those are candidates for removal. Dead links crowd out live ones. They create visual noise that makes the whole page feel cluttered and unfocused.
The pattern of adding too much and then wondering why nothing works is one of the most common reasons bio pages underperform. The full breakdown of these patterns is worth reading:
Link In Bio Mistakes That Kill Conversions
A simple ordering framework
Once you know what to include, order matters more than most creators realize.
A structure that works consistently:
- Short bio headline (who you are and who you help)
- Primary link (your most important single action)
- Email capture section (with a specific reason to subscribe)
- Latest or featured content (one rotating link)
- Supporting links (two to three, in order of importance to your goals)
Put your highest priority item highest on the page. Visitors scroll less than you expect. Most clicks go to the top three elements.
This is not a rigid formula. A coach with no email list yet might swap items two and three. A photographer whose primary goal is portfolio views might put work samples higher than email capture. The framework is a starting point, not a rule.
What stays constant across every creator type: the page should have one clear primary action, limited total links, and a reason for each item to be there.
Final advice
Your bio page is not a place to display everything you have made.
It is a short, focused argument for why a visitor should take one specific action right now.
Start with one primary goal. Add email capture. Include a small number of supporting links that genuinely serve a new visitor. Cut everything else.
If you want a clean, structured bio page that makes these decisions easy — and handles the layout without requiring design work — you can build yours here: