One page for everything a customer needs

Intent is narrow, so the page should be too

A creator's link page is a hub: people arrive curious and wander. A customer arriving at a café or a salon's page is not wandering. They have already decided to engage and are looking for one specific thing.

That makes ordering the page much easier than it is for a creator, and much less forgiving. The two or three things people actually came for go at the top. Everything else is noise competing with them.

For most local businesses the top three are some combination of: how do I order, when are you open, and where are you.

What belongs on the page

• Ordering or booking — the delivery platform, reservation system or booking form. Usually the single most valuable link.
• Menu or services, ideally as a web page rather than a PDF, which is painful to read on a phone.
• Directions — link straight to your Google Maps or Apple Maps pin rather than writing out the address.
• Phone number as a tel: link, so tapping it dials rather than selecting text.
• Opening hours, which can go in the bio line rather than eating a whole button.
• Socials as icons underneath, not as full-width buttons competing with the ordering link.

A tel: link is worth being deliberate about. For a restaurant taking bookings by phone, or a trade taking callouts, a button that dials is the shortest path there is from a social profile to a paying customer.

Things that change often

Seasonal menus, holiday hours, a one-off event, a temporary closure. The advantage of a link page over editing a bio on four platforms is that you change it once and every profile pointing at it is current.

Links can also be switched off rather than deleted, which suits a business with recurring seasonal offerings — a Christmas menu, summer opening hours, a festival stall — that come back every year.

Where this sits next to a website and a Google listing

It replaces neither. Your Google Business Profile is what people find when they search your name or "near me", and it carries hours, reviews and the map pin. A full website, if you have one, is where the detail lives.

The link page's job is narrower: it is what your Instagram and TikTok bios point at, because those platforms give you one link and no control over it. If you do not have a website, it can stand in as a minimum viable one — but a Google Business Profile should come first for a local business, and it is free.

Keeping it recognisably yours

Brand consistency does more work for a business than for an individual. Setting the page's background and button colours to match your signage, packaging or existing site means a customer arriving from Instagram sees the same business they were looking at a second ago.

All of the styling controls — background colour, gradient, pattern or image, fonts, button shape and colour — are free, so this costs nothing but the ten minutes it takes to match.