The link in bio for a local business

What they usually get is a link to a website built for a different purpose, where the opening hours are in a footer image and the address is on a contact page two taps away. The information exists. It is just not where the visit is.

A local bio page that answers those three questions above the fold outperforms a beautiful website for this specific traffic, because this traffic is standing outside deciding whether to walk in.

These are the blocks link2l.ink offers local businesses first, in the order it offers them. The editor puts this set in front of you when you pick your line of work, so the page below is what you get rather than a template you have to assemble.

1. 1Text block

   Opening hours and the address, as text, at the top

   It is the most-wanted information on the page and it needs no tap. Text also means a search engine and a screen reader can both read it, which an image of your hours cannot.

2. 2Link block

   Book a table, order, or get directions

   The action. Directions in particular should be a link that opens a map rather than an address people have to copy.

3. 3Event block

   What is on this week, with the date

   Events are the reason someone checks back. They also expire, which is exactly why they should carry an expiry date rather than a reminder to remove them.

4. 4Email capture block

   The list, for the regulars

   A local business has the highest repeat rate of any category here and usually the worst way of reaching the people who already come.

Why the order is the whole argument

Almost nobody in this category is missing a block. The tour dates, the newsletter, the booking link: they are on the page. They are just below three things that get fewer clicks, and every visitor pays for that. Ordering is the cheapest improvement available to most pages and the one nobody makes, because making it by hand means noticing something changed.

A restaurant’s Thursday evening traffic and its Sunday morning traffic want different things: one wants to book, the other wants to know if you do brunch. The page cannot be two things at once, but it can lead with whichever one is being clicked.

This is also the category where the time-of-day insight earns its keep. Knowing that most of your bio-link taps happen between six and eight in the evening tells you when to post, which is a different and more actionable fact than knowing how many followers you have.

Dead links matter more here than anywhere. A booking link that quietly stopped working costs a table every time it is tapped, and nobody tells you.

The mechanics are the same for everybody and are written up in full on the adaptive link in bio page: recent clicks count more than old ones, a rate measured on a handful of views is pulled hard toward the average so a single tap cannot rearrange anything, and nothing reorders at all until there is enough traffic for the ordering to mean something.

• Opening hours as an image. Unreadable to search engines, screen readers and anyone zooming on a phone, and impossible to update without redoing the graphic. Text.
• Linking the website homepage. The homepage is built for a different visit. Link the booking page, the menu and the map directly.
• Bank holiday hours nobody updated. The most expensive stale content in this category, because the person reading it turned up to a locked door. Schedule the change in advance instead of remembering on the day.

If you want the general version of this rather than the one for local businesses, how many links covers the pruning question and why nobody is clicking works through the diagnosis in order.