Between your post and your product sits a link, and that link is a tiny promise. 'Check it out' promises nothing and earns nothing. The words around a link decide whether the tap feels worth it, and most creators leave those words empty.
Promise something specific
Tell people exactly what they'll get: 'the full pricing breakdown', 'the template I mentioned', 'today's deal'. A concrete promise gives the brain a reason to act; a vague one gives it a reason to keep scrolling.
Then keep the promise
A specific promise raises the stakes: the destination has to deliver it immediately. Send someone who wanted 'the template' to a cluttered homepage and you've broken the deal — and taught them to ignore your next link.
Name the Destination, Not the Platform
"Link in bio" tells the reader nothing about what waits on the other side, and a click is a small act of trust that vague labels spend badly. Name the destination in the words of what they'll get: "Book a 15-minute call", "Get the free packing checklist", "See this week's drop."
The same rule governs the buttons on the page itself. "My shop" is weaker than "Prints from £15"; "Newsletter" is weaker than "One useful email each Friday." You aren't decorating the button, you're answering the reader's only real question — what's in this for me, and what will it cost me?
Resist cleverness here. A witty label that hides the point loses to a plain one that states it; save the personality for the writing behind the click.
Match the Top of the Page to the Post That Sent Them
Most clicks arrive from one specific post — a video about a recipe, a thread about pricing. If the link then lands on a generic homepage, the reader has to hunt for the thing they came for, and most simply won't. This break in scent is where clicks quietly die.
Keep the promise visible at the top. If the post was about a recipe, the recipe or its clear button should be the first thing on the page, above everything else. A OneSol page reorders in seconds, so when one post takes off, move the thing it promised to the top for a few days while the traffic lasts.
The reader should never think "wrong place." The top of the page ought to read like the natural next line of the post that sent them there.
A Quick Audit of Your Link
Before you share a link again, run it past a short check — ideally on your phone, which is where nearly everyone will meet it. These four questions catch most of what quietly loses clicks.
If any answer is no, the fix is usually a few minutes of editing, not a redesign. Clear beats clever, and specific beats complete.
- Does the link text say what's on the other side?
- Is the thing your latest post promised visible without scrolling?
- Can a stranger tell what you sell within five seconds?
- Is there one obvious first action, not eight equal ones?