Your link-in-bio is often the first step between someone discovering you on social media and becoming a client. Here's how to build one that moves people forward.
TL;DR
- Your link-in-bio should have three to five links maximum. More than that and click rates drop.
- The most important link is your discovery call booking page or lead magnet. Put it first.
- Update the top link regularly based on what you're currently promoting.
- A custom-domain link-in-bio page looks more professional than a third-party tool like Linktree.
- Measure click-through rates and cut anything that gets no clicks after 30 days.
Your link-in-bio is tiny real estate with serious leverage.
On Instagram, TikTok, YouTube, and Twitter/X, you usually get one clickable link. That link is the bridge between someone discovering you on social media and taking a real step toward working with you. Most coaches either cram too much into that bridge or treat it as an afterthought.
Here's how to think about it properly.
What Your Link-in-Bio Actually Needs to Do
The job of a link-in-bio page is simple: help someone who just found you take the one next step most likely to move them toward becoming a client.
That might be booking a discovery call. It might be downloading a free resource that gets them on your email list. It might be watching a video that demonstrates your coaching style. The key word is "one." Not five. Not eight.
When you give people too many choices, they make no choice. This is well-documented in consumer psychology (the jam experiment, if you've heard of it), and it applies just as strongly to coaching link-in-bio pages.
What to Include
Here's a practical framework. Pick three to five links, in this priority order:
1. Primary CTA: Discovery call or lead magnet
This should be your first link, written in action-forward language. "Book a free 30-minute call." "Download the coaching readiness guide." "Take the free burnout assessment."
The action should require low commitment: you're asking for 30 minutes or an email address, not a credit card. The lower the activation energy, the more clicks you'll get.
2. Your latest content
Link to your most recent blog post, video, or podcast episode. Update this regularly. Social media followers who saw your post today are primed to go deeper into that content. Give them somewhere to go.
If you're actively promoting a specific piece of content, make this your second link for as long as that promotion is running.
3. Your Work With Me page
For visitors who want to skip the free stuff and just see what working with you looks like, a direct link to your services page is useful.
Don't make this link #1 unless you have a warm, high-intent audience. Cold social media traffic isn't ready for a sales page on the first click.
4. Free resource or email list (if different from #1)
If your primary CTA is a discovery call, consider adding a second option for people who aren't quite ready to talk. A free guide, checklist, or email series gives them a lower-commitment on-ramp.
5. Most-requested platform (optional)
If you run a podcast, a YouTube channel, or a newsletter that's a genuine part of your content ecosystem, it might be worth a link. But only if it's actually driving some part of your business. Don't link to platforms you barely use.
What to Leave Out
All-in-one coaching platform
Stop juggling tools. Start coaching.
Kaido brings your sessions, clients, programs, and payments together — so you can focus on coaching.
Your home page. A generic link to your website home page wastes your one primary link. If they click through and land on your home page, there's no clear next step. Send them somewhere specific.
Every social platform you're on. If someone is already on Instagram, they don't need a link to Instagram. And links to other social platforms rarely convert into anything meaningful.
An about page. If they're already engaged enough to click your link-in-bio, they want action, not biography. The about page can live on your website. It doesn't need a spot here.
More than five links. Seriously. Five is already pushing it for most audiences. Three to four is better. Cut ruthlessly.
Linktree vs. Your Own Page
There's a real argument for each approach.
Linktree and similar tools (Beacons, Bio.fm, Stan.store) are fast to set up, free at the basic tier, and handle the mobile experience well. If you want something live in 20 minutes, these work.
The downside: they live on a third-party domain. Your link-in-bio reads as yourname.linktree.com, not yourname.com. Most visitors won't notice or care, but if professional presentation matters to you, a custom page feels more established.
A custom page on your own domain, typically a simple /links page on your coaching website, gives you full control. You can match it to your brand, track it with your own analytics, and build it exactly how you want.
Both work. If you're just getting started, use Linktree. If you have a website up and running, build a /links page and skip the third-party tool.
How to Write the Link Labels
The label copy matters more than most coaches realize.
"Learn more" tells the visitor nothing. "Book a free call" tells them exactly what they're clicking and what to expect.
Action verbs work: Book, Download, Watch, Read, Join. Pair them with a clear description of what they'll get.
Short is better. Each link label should be one line on a mobile screen, which means roughly 40-50 characters maximum.
Updating Your Link-in-Bio Regularly
One of the most common link-in-bio mistakes: set it once, never touch it again.
Your link-in-bio should reflect what you're currently focused on. If you just launched a new program, that gets the top spot. If you're running a webinar next week, put the registration link at the top.
Make it a habit to check your link-in-bio once a month. Remove anything that isn't getting clicks. Add whatever is most relevant right now.
Measuring What's Working
Most link-in-bio tools include click analytics. Check them monthly.
If a link is getting zero clicks after a month, cut it. If one link gets ten times more clicks than everything else, consider whether you should double down on what that link leads to.
The goal isn't a pretty page. It's a page that moves people toward becoming clients. If the analytics aren't backing that up, something needs to change.
For the full picture on how your link-in-bio fits into your coaching website strategy, the coaching website guide covers how all the pieces connect.
Get started today
Run your coaching business from one place
Kaido handles your sessions, clients, programs, and payments — so you can focus on coaching.
