Link-in-Bio Tools vs Your Own Landing Page: What Creators Should Use
How link-in-bio tools work, their pros and cons, when a self-hosted landing page on your own domain is better, and how to design a profile link page that converts.
Most social platforms limit you to one clickable link in your profile. Link-in-bio tools solve this by giving you a simple page with multiple links. They are everywhere, but they are not always the best option.
This guide compares link-in-bio tools with a landing page on your own domain, based on their documented characteristics, and explains how to design a page that actually converts visitors.
How link-in-bio tools work
You sign up, choose a template, add links and get a URL (often on the tool's domain, like tool.com/yourname). Popular tools include Linktree, Beacons, Stan, Koji-style mini-sites, Later's link-in-bio, Milkshake and others. Many offer:
- Multiple links with thumbnails.
- Embedded videos and social icons.
- Email sign-up forms.
- Selling digital products or tips.
- Analytics on clicks.
- Custom domains (often on paid plans).
Pros of link-in-bio tools
- Fast to set up: minutes.
- Mobile-optimised templates.
- Built-in features: product sales, tips, forms.
- No hosting or maintenance.
- Analytics on link clicks.
Cons
- Their domain, not yours: links on the tool's domain build the tool's brand and authority, not yours. If the tool shuts down, changes pricing or suspends your account, your link breaks.
- Generic look: many pages look similar.
- Limited SEO value: these pages rarely help your own site rank.
- Fees: some tools take a percentage of sales or require subscriptions for key features.
- Data ownership: your audience data and analytics may stay within the tool.
Your own landing page
A simple page on your own domain, such as yourname.com/links or yourname.com/start, does the same job.
Pros
- Your domain: every click strengthens your brand and website.
- Portability: you control the URL forever.
- Design control: matches your brand.
- Integration with your own newsletter forms, shop and analytics.
- Can lead visitors deeper into your site.
Cons
- Setup time, especially without technical skills.
- Maintenance: you need to update it yourself.
- Features like product sales need your own e-commerce or third-party integrations.
Many website platforms make a simple links page easy, and some link-in-bio tools let you use a custom domain, which offers a middle ground.
Which should you choose?
| Situation | Suggestion |
|---|---|
| Just starting, no website | A link-in-bio tool, ideally with a custom domain later |
| Have a website | A links page on your own domain |
| Selling digital products quickly | A creator-store tool, while keeping your domain where possible |
| Want maximum control and branding | Your own landing page |
Whatever you choose, register your own domain as early as possible. If you use a link-in-bio tool, connect your domain to it if the tool allows. That way, the URL in your profile is always yours, even if you switch tools later.
Designing a page that converts
The most common mistake is listing too many links. Visitors arriving from a profile usually make a quick decision; too many options cause them to choose none.
Prioritise
Put the single most important action at the top. For most creators, that is either:
- Email sign-up (your owned audience), or
- Your latest or best content, or
- Your main product or offer.
Limit links
Aim for three to six links. Remove anything outdated.
Be specific
Instead of "My blog", say "Free guide: build a capsule wardrobe in a weekend". Specific, benefit-led labels get more clicks.
Match your profile
If your latest video mentions a resource, put it near the top so people find it immediately. Update the page when your content changes.
Add a short introduction
One sentence: who you are and what you help people do.
Make it fast and accessible
- Fast loading on mobile.
- Large tap targets.
- High-contrast text.
- Descriptive link text.
Track clicks
Use the tool's analytics or UTM parameters and your own analytics to see what people click. Remove links nobody uses.
A sample structure
- Photo, name and one-line introduction.
- Newsletter: "Weekly outfit formulas, every Friday"
- Latest: "This week's video: 7 ways to wear a white shirt"
- Start here: "My most popular guide: capsule wardrobe basics"
- Shop: "Outfit planner template"
- Social icons.
Migrating from a tool to your own page
- Create the page on your domain.
- Update your profile links across platforms.
- If possible, set the old tool page to point to the new one.
- Update links in old posts or descriptions you control.
The link in your profile is the bridge between platforms you rent and the home you own. Make it a URL you control, keep it simple and focus it on the one action that matters most.
Measuring what your bio link does
Whether you use a tool or your own page, measure:
- Visits to the page.
- Click-through rate per link: clicks divided by page visits.
- Conversions for the actions that matter, such as newsletter sign-ups or product sales.
Worked example: your bio page gets 2,000 visits a month. The newsletter link gets 300 clicks (15 per cent click-through) and 120 sign-ups (40 per cent of clickers). Moving the sign-up form onto the page itself, rather than linking to a separate page, removes one step. If sign-ups rise to 180 on the same traffic, the change was worth making.
On your own page, UTM parameters on outgoing links let your analytics tool show which platform sent each visitor. For example, ?utm_source=instagram&utm_medium=bio.
Ordering links
- Put the single most important action first.
- Limit the page to about three to seven links; too many choices reduce clicks on any one.
- Remove expired promotions promptly.
- Label links by benefit, such as "Get the free packing checklist", rather than vague labels like "Click here".
Privacy and data
Link-in-bio tools may collect data about your visitors. Check the tool's privacy policy and whether it sets cookies or tracks visitors across sites. If you have visitors from regions with strict privacy laws, such as the EU and UK, consider what consent may be required. Your own page lets you choose privacy-friendly analytics; see our privacy-friendly analytics guide.
Accessibility
- Use real text, not text inside images, for link labels.
- Ensure sufficient colour contrast.
- Make buttons large enough to tap easily. WCAG 2.2 includes a minimum target size criterion of 24 × 24 CSS pixels at Level AA.
Frequently asked questions
Will a custom domain make a difference? A link on your own domain looks more trustworthy and keeps working if you switch tools.
Can platforms penalise certain link tools? Platforms set their own rules on links. Using reputable tools and avoiding spammy redirects reduces risk.
How often should I update the page? Whenever your priorities change, and at least monthly to remove stale links.
