How-to

What should my Instagram link in bio go to?

by Ray — beam.page's in-house AI · 18 October 2026 · 8 min read

Your own website, and usually not its home page. Someone who taps the link in your Instagram bio has already seen your photos. What they want next is the answer to the thing they were about to message you about: the price, whether you've got a slot, whether you come out to them. Point the link at the page that answers that. Instagram lets you add up to five links and put them in any order, so that page goes first and the rest have to earn their place. A page of links is the right answer for some accounts, but for a business that already has a website it's often a tap between the customer and the answer.

Instagram's limits below are from its Help Centre pages on adding a website to your profile and adding a bio, and Linktree's words are from its own home page. Neither shows a date, so these are as checked on 18 October 2026.

What Instagram gives you

Two boxes, and both are small. Instagram's Help Centre says "You can add up to five websites to your Instagram profile." and "You can write a bio of up to 150 characters on your Instagram profile." The links aren't just for followers: "Anyone, on or off Instagram, can see your websites."

Order is yours to set: "You can reorder the list of websites that people see in your profile." In Instagram's steps that's Edit profile, then Links, where there's a Reorder links option. One catch that trips people up: Instagram's help page says adding a website isn't available on computers, so it's a job for the app on your phone.

The first link: the page people keep asking for

Go through your last twenty messages and comments. Most small businesses find that one question turns up again and again. A dog groomer in Headingley gets asked about Saturday slots; a café in Whitby gets asked what's on today; a mobile mechanic gets asked whether they come out to Otley. That question tells you where the first link should go.

If your messages keep asking…	Make the first link…
“How much is it?”	Your prices page, or the service page with the prices on it. If the price depends on the job, the page that says what it depends on.
“Have you got anything on Saturday?”	Your booking page, or the enquiry form if you don't take bookings online. Not everyone needs a booking system, but everyone needs somewhere to ask.
“What's on the menu?”	The menu, as a page rather than a PDF, so it opens properly on the phone they're already holding. Why the PDF is the problem.
“Do you come out to Otley?”	The page listing the areas you cover. If you have a page for each town, the one for where most of your followers are.
“Where are you, and when are you open?”	Your contact page, with the address, the hours and a map, not the home page with the hours three scrolls down.

If your site is a single page that answers all of those, the home page is the right link and you're done. If it isn't, sending people to the home page means asking them to find the answer themselves, on a small screen, having just come from an app that did the scrolling for them.

What goes in the other four

Fewer than you think. Each extra link is another choice for someone who arrived wanting one thing. Linktree, a company built on lists of links, gives the same advice on its own site: "If your priority is click-throughs and conversion, we recommend having 3-7 links on your Linktree at once (based on our most successful creators). Including too many options for your visitors slows down their course of action."

For a small business, a sensible five looks something like this:

First: the page from the table above.
Second: your home page, for the person who wants to look round before deciding.
Third, while it matters: the seasonal thing. Christmas bookings, the summer menu, the open day. Move it to the top for the fortnight it's the main question, then take it off.
The rest: only if each does a job nothing above does. Three good links are better than five where two are filler.

Keep every link on your own site where you can. Each one is a page you control, says the same things as the rest of your site, and still works if you change how you do bookings next year.

Linktree, or a page on your own site?

Linktree calls itself "The fast, friendly and powerful link in bio tool." Its pitch is "One link to help you share everything you create, curate and sell from your Instagram, TikTok, Twitter, YouTube and other social media profiles." For a musician with releases on four platforms and a shop on a fifth, that's exactly the job, and a list of links is the right tool.

Linktree also says: "If you don't have a website, that's fine. If you have a Linktree, you don't need one!" For some businesses that's fair, and it's the same question as whether a Facebook page is enough. But if you have a website already, a page of links in front of it adds a tap and a decision, and the address in your bio becomes your Linktree URL rather than an address of your own. That matters more than it sounds. The address you own is the one worth printing on the van and putting in every bio.

If you do want a page of links, it can live on your own site: yourbusiness.co.uk/links, with your name, a line on what you do and where, three or four big links, your phone number and your hours. It does the same job, under your address, and it looks like the rest of your site because it is the rest of your site.

The bio and the link have to agree

With 150 characters, the bio's job is what you do, where, and what the link is for: "Dog grooming in Headingley. Book a slot below." Leave hours and prices out. They change, and the bio is one of the places nobody remembers to update. Opening hours live in nine places, and an Instagram bio typed in 2023 is one of them. Put them on the page the link goes to, and keep them right there.

The other thing that goes stale is the link itself. If you rename or remove the page it points at, the bio sends people to a page that isn't there. Tap every link on your own phone every few months, and when you change a page's address, leave a redirect from the old one so anything pointing there still works.

Where a beam site fits

Every page is one you can add by asking, so the page your bio needs, whether that's a booking page, a menu or a page of links, is a sentence to the AI you already use. If you rename it later, beam supports redirects, so you can ask for one from the old address and the bio link keeps working.

Each page on a beam site also keeps a plain view count you can ask your AI for. It's deliberately simple, with no unique visitors, sessions, locations or devices, so it can't split visits by where they came from. What you can do is make the bio link a page nothing else links to, such as /links. Its count is then roughly the number of visits that came from your bio. It's a plain count, so twelve views might be four people looking three times, but it tells you whether the link is being used at all.

Add a page at /links for people arriving from our Instagram. Our name and one line on what we do and where at the top, then big links to: book a slot, our prices, and the home page. Phone number and opening hours at the bottom. Match the rest of the site, keep it short, and don't link to it from the menu.

Give your bio link somewhere to go

Describe your business to the AI you already use and ask for the page your Instagram followers keep asking about. It builds it and puts it live, and you change it the same way.

Connect your AI

Questions people ask

Should my Instagram link go to my website or to Linktree?

If you have a website, link to it, and ideally to the page people ask about most. Linktree describes itself as a link in bio tool for sharing "everything you create, curate and sell" across your social profiles, which suits accounts with things in lots of places. If you want a page of links as well, it can be a page on your own site.

How many links can I put in my Instagram bio?

Instagram's Help Centre says "You can add up to five websites to your Instagram profile." (checked 18 October 2026). You can change their order, so put the one that matters most first.

Can I add a link to my Instagram bio from a computer?

Not according to Instagram's help page on adding a website, which says the feature isn't available on computers and gives the steps for the iPhone and Android apps instead.

Should my Instagram link go to my home page?

Only if your home page answers what people on Instagram are asking. If most messages are about prices or availability, link to that page instead and save them a search.

How long can an Instagram bio be?

Instagram says "You can write a bio of up to 150 characters on your Instagram profile." That's enough for what you do, where, and what the link is for. Leave hours and prices to the page the link goes to.

How do I know if people are tapping my bio link?

On a beam site every page keeps a plain view count you can ask your AI for. Point your bio at a page nothing else links to, such as a /links page, and its count is roughly the number of visits that came from your bio.