Your Instagram or TikTok profile has room for one link. Most small businesses put their website there and move on. Then someone watches a reel, taps the link, lands on a home page built for a laptop, and has to hunt for the booking button with their thumb.
A link in bio page fixes that. It is one short page with the four or five things people come for, in the order they want them. Below is a plan for that page, with six examples you can copy.
Who taps the link
Before the order of the links, it helps to know who is on the other end. In the US, half of all adults use Instagram and 37% use TikTok, according to the Pew Research Center's 2025 survey of 5,022 adults.
The younger your customers, the more of them are on Instagram. Pew found that 80% of adults aged 18 to 29 use it, against 19% of those 65 and older.
| Label | Value |
|---|---|
| 18-29 | 80% |
| 30-49 | 62% |
| 50-64 | 40% |
| 65+ | 19% |
Nearly all of them hold a phone when they tap: 91% of US adults own a smartphone, per Pew's 2025 mobile fact sheet. So plan the page for a thumb and a small screen. Big buttons, short labels, nothing to zoom.
The order that works for most businesses
Every business is different, but the same shape fits most of them. Top to bottom:
- The one thing you want most this month. A booking, an order, a launch. It sits at the top, as the biggest button.
- The thing people ask about most. Opening hours, the class schedule, the menu, prices. If you answer the same DM five times a week, it belongs here.
- A way to stay in touch. A signup form for your newsletter, so a visitor who is not ready to buy today still hears from you.
- Proof. A quote from a customer, or your latest posts.
- The rest. Your website, a map, your other social accounts.
Five items is plenty. Every link you add takes a little attention from the first one.
Two rules help. Write each button as the action it starts: "Book a table" beats "Reservations". And change the top link when the month changes, so the page follows what you are selling now.
Six worked examples
The examples below use made-up businesses and prices in dollars. Swap in your own.
A café
Harbor Coffee opens at 7 and sells lunch from 11 to 2. People tap the link to check whether it is open and what is for lunch.
- Today's lunch menu, a list block with three dishes and prices.
- Order ahead for pickup, linked to their ordering site.
- Opening hours and map.
- Join the list for the weekly special, a signup form.
- Latest posts, so the page shows this week's pastries.
Their landing page for one offer: harbor-coffee.postfjord.page/brunch, for the Sunday brunch at $24, with a booking button and a photo of the table.
A yoga studio
Sunrise Yoga runs 30 classes a week. The question in the DMs is always the same: "I'm new, where do I start?"
- Try your first class for $10, the intro offer, at the top.
- Class schedule, linked to the booking system.
- What to bring to your first class, a short list block.
- Get the weekly schedule by email, a signup form.
- A quote from a member who started as a beginner.
Their landing page: sunrise-yoga.postfjord.page/intro, with the intro offer, three questions new students ask, and one button.
A salon
A salon lives on its booking calendar. Everything on the page leads there.
- Book an appointment, the booking link at the top.
- Prices, a list with each service and what it costs.
- Our stylists, a photo block with names.
- Get a reminder when it's time for your next cut, a signup form.
- Instagram and TikTok icons, for people who found you on the other one.
Their landing page: one per season, like a wedding hair package at $180, with a gallery and the booking button.
A coach
A coach sells time, and a first call is the step before any sale.
- Book a free 20-minute call, linked to Calendly.
- The free guide, a landing page that gives a checklist in return for an email.
- How coaching works, questions and answers.
- What clients say, two quotes.
- The podcast or YouTube channel.
Their landing page: the free guide, with a signup form that tags each new contact "guide", so a welcome email can follow up.
A shop
A small shop with a web store has a different problem: too many things to link. The page picks a few.
- The new collection, linked to the collection page in the store, not the home page.
- Bestsellers.
- Free shipping over $50, a short line under the buttons.
- Get 10% off your first order, a signup form.
- Find us in store, with the address.
Their landing page: one per launch, like north-supply.postfjord.page/fall-drop, with a waitlist form a week before the drop and a buy button on the day.
A creator
A creator's link has more jobs than most: the newest video, the thing they sell, and the brands that want to reach them.
- The newest video or episode.
- The thing they sell, a course, a preset pack or a print, with a Stripe payment link.
- The newsletter, a signup form.
- Work with me, for brand deals, linked to an email address.
- Latest posts.
Their landing page: the product on its own page, with a payment link, a video and the questions buyers ask.
One page for one offer
The link in bio page holds everything. A landing page holds one thing: a free class, a guide, a launch, a waitlist. That focus helps, because a visitor who came for the free class sees the free class and one button.
Use a landing page when a post or an ad promotes one offer. Link the post to the landing page, and add it as the top button on your link in bio page while the offer runs. When it ends, take the page offline and it goes back to being a draft for next time.
In Postfjord, each landing page lives under your address, like sunrise-yoga.postfjord.page/intro. You start from one of 20 templates, sorted by goal: signups, sales, bookings, visits, events, your content and link in bio. Words in [brackets] mark what only you know, like a name, a price or what a customer said. The page cannot go live while one is left, so no placeholder price ends up online. The landing pages feature page shows every block.
The signup form
Most people who tap your link will not buy today. A signup form keeps them. It is the one block on the page that brings someone back next month.
On a Postfjord page, add a Signup form block and pick one of your forms, or make a new one. A visitor types their email and gets a message to confirm. Once they confirm, they become a contact with the form's tags, so your newsletter and welcome emails reach them. A button can jump to the form: type #form as its link. More in signup forms.
Give people a reason in the button. "Get the weekly schedule" tells them what arrives. "Subscribe" does not.
A QR code for the counter
Your link in bio page works offline too. The people standing at your counter, on your mat or in your chair already like you. Give them the same page.
Every live page in Postfjord has a QR code under Page. Download it as PNG or SVG and print it:
- A café: on the table card, next to the Wi-Fi password.
- A studio: on the front desk and by the door, pointing to the schedule.
- A salon: on the mirror, pointing to the booking link for the next visit.
- A shop: on the receipt or the bag, pointing to the signup form.
If you change your address later, the old one sends visitors to the new one, so a code you already printed keeps working.
Reading which links get tapped
The order above is a starting point. Your numbers tell you the rest.
Under Numbers, Postfjord shows how many people opened the page in the last 30 days and how often each link was tapped. It counts without cookies and without storing anyone's address. Some browsers do not report taps, so the real number can be higher.
A booking link also counts the bookings it brings in, with Calendly or your own booking system when it passes on the link's tags. A Stripe payment link shows the sales and the amount. And links to your own site carry UTM tags, so Google Analytics or your store sees that a visit came from your page. See link tags, sales and results and count your bookings.
What to do with the numbers, once a month:
- Look at the top link. If it gets fewer taps than the second, the second is what people want. Swap them.
- Look at the bottom two. A link nobody taps in 30 days can go.
- Compare taps with bookings or sales. A link with many taps and no bookings has a problem on the other side: a slow booking page, a price that surprises, a form that asks too much.
- Change one thing at a time, then wait a few weeks before you compare again.
Seven steps to start today
If you start today:
- Write down the one thing you want most this month.
- Read your last 20 DMs and note the question that comes up most.
- Make the page from the link in bio template and put those two at the top.
- Add a signup form with a reason in the button.
- Publish, and put the address in your Instagram and TikTok profiles.
- Print the QR code for the counter.
- Put a reminder in your calendar for 30 days from now to read the numbers.
Landing pages and the link in bio page are part of email in Postfjord and open to a few workspaces during early access. See landing pages and link in bio for what is in them.
FAQ
How many links should a link in bio page have?
Four to six is a good range. Put the one you want tapped most at the top, and cut any link that nobody taps in 30 days.
Should my link in bio go to my website instead?
Your website works if its home page leads with the same thing as your top link and reads well on a phone. Most home pages are built for a bigger screen and hold more than a visitor from Instagram needs, so a short page with the four or five things they came for is usually faster to use.
What is the difference between a link in bio page and a landing page?
A link in bio page holds all your links and lives at your main address, like sunrise-yoga.postfjord.page. A landing page is about one offer and lives under it, like sunrise-yoga.postfjord.page/intro. In Postfjord every workspace has one link in bio page, plus 1 landing page on Free, 10 on Solo, 25 on Studio and 50 on Agency.
Can I print a QR code for my link in bio?
Yes. Every live page in Postfjord has a QR code you can download as PNG or SVG. If you change your address, the old one sends visitors to the new one, so the printed code keeps working.
How do I know which links people tap?
In Postfjord, open the page and go to Numbers. You see the views of the last 30 days and how often each link was tapped, counted without cookies. Booking and Stripe payment links also show the bookings and sales they brought in.
Can I use my own domain?
Not yet. Every page lives on postfjord.page for now.