The idea behind an Instagram landing page is to display multiple links to visitors, although it’s clear Instagram does not want users to click away from the app. Therefore, your bio has a one-link limitation and it’s up to you, the business owner, to figure out how to use it best.
Most people have gone the route of least resistance and created their landing page with third-party software such as Linktree or Tailwind’s Smart.bio.
However, I think third-party landing pages are doing more harm than good and that every service-based business should self-host their Instagram landing page to increase traffic, brand awareness and really, like really, own your content. This is why!
LINKTREE IS CONVENIENT
I used to have a Linktree page in my Instagram bio before realizing I was harming my business. I get it – it’s convenient!
Linktree (and their competing services) is convenient because they provide an interface and make the process super simple. Time is a commodity for business owners and with third-party services, you can get your landing page up and running in a few minutes.
I created a Linktree when I started Jungle Soul Collective. It was a no-brainer decision at the time because as a fresh business owner I had so much on my to-do list (and even more on my mind) that I just wanted to get those links out there so I could deal with other more important things.
Do you know what else is convenient? Using your website to host your Instagram landing page.
WHY SELF-HOST YOUR OWN INSTAGRAM LANDING PAGE
REASON #1: GET ALL THAT SWEET TRAFFIC
Traffic and conversions matter. You want your visitors to become your readers, subscribers and eventually clients, right?
When you use Linktree or another third-party link builder, the user has to click twice to get on your site: once on your Linktree link and then on the button.
The first (and sometimes the only – eek, don’t shoot the messenger!) click you get from your Instagram bio takes the visitor straight to Linktree instead of your website. Do you see the problem here? You’re directing traffic away from your website.
When your goal is to get people on your website, don’t make them jump through hoops.
Nowadays our are attention spans are short and we’re bombarded with information every minute we are online. The more steps it takes for a person to get on your site, the bigger the likelihood of abandoning the process altogether.
So make it easy for them. Use a landing page on your own site with your own branding and get your visitors exactly where you want them to be.
REASON #2: YOUR BRANDING + UNLIMITED DESIGN CONTROL
When I was using Linktree, my main problem with it (other than losing traffic) was the inability to customize it to match my branding without upgrading to premium. Their choice of backgrounds is limited, to say the least, and you can’t change any fonts.
Sure, you could upgrade to premium but why pay for something you can do better on your own? The premium version still caps your design control at changing themes, colors, button color and font.
Your landing page should be on-brand and it doesn’t even necessarily have to be a list of buttons. You could use photos and fun design elements (as long as it’s mobile-friendly) to spice it up but that’s only possible on your own website.
REASON #3: YOUR DOMAIN ADDRESS
With third-party landing pages, your link is going to look something like this: serviceprovider.com/yourname.
It took me a while to recognize what was wrong with that and now I just can’t unsee it. It’s free marketing for the service, not for you.
You’re also confusing your visitors and missing out on building brand awareness.
Isn’t yoursite.com/instagram just so much better?
REASON #4: OWNERSHIP
Another reason to create your own landing page is the fact that Linktree and its competitors are third-party tools.
Unlike your website, you don’t own it and it could be down for a while or gone in an instant (so can Instagram, but that’s another story).
A short time before writing this post in July 2018 Linktree somehow got blocked by Instagram and many people couldn’t use their Linktree profile anymore. The problem was solved after some time but it doesn’t change the fact it happened.
By using your own site as your Instagram landing page, you’ll have more control and ownership.
REASON #5: KEEP COSTS DOWN
This is a minor concern because you don’t have to pay for the basic version of Linktree.
However, as I mentioned before, the basic version is limited and to get customization and other pro features, you’ll have to pay 6 bucks a month.
It’s hardly going to break the bank but why pay for something you can replicate on your own website for free?
HOW TO CREATE YOUR OWN INSTAGRAM LANDING PAGE
Making your own Instagram landing page is easy if you’re using WordPress and a site builder. I’m not very familiar with Squarespace but I’ve heard it’s just as easy over there.
I used Elementor, my preferred site builder. You can see my current landing page in action here.
1. Create a new page and use your page builder to set it up.
To avoid user overwhelm, I decided to only include a button for my services page, blog and lead magnet landing page. Minimal but practical.
2. Give the new page a short but catchy slug.
Something like /insta/ or /instagram/ will work just fine.
3. Paste the link to your Instagram profile.
And you’re done! You’re now directing visitors straight to your website.
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