You've seen them everywhere: Linktree, Beacons, Stan Store - those "link-in-bio" pages that consolidate all your links into one clickable landing page.
They're popular for a reason. But are they actually the best choice for serious personal brands?
The short answer: it depends on what you're building.
Link-in-bio tools solve one problem really well: giving you multiple clickable links on platforms like Instagram that only allow one URL. But they create a different problem - they insert a middleman between your audience and your content.
Custom branded links take a different approach. Instead of one page with many links, you create multiple premium URLs that go directly where you want people to land.
This guide breaks down both options, shows you when each makes sense, and reveals why the smartest personal brands often use both together in ways most people never consider.
What Are Link-in-Bio Tools?
Link-in-bio tools are single-page websites that house multiple links.
How they work:
Instead of putting one destination in your Instagram bio, you put a link to a page that contains all your other links:
• Your latest YouTube video
• Your podcast
• Your booking calendar
• Your lead magnet
• Your online course
• Your Amazon book
• Your email newsletter signup
Popular link-in-bio tools:
All of them do essentially the same thing: they give you a simple page where visitors can choose which link to click.
What Are Custom Branded Links?
Custom branded links are short, memorable URLs that redirect to specific destinations.
Instead of one page with many options, you create multiple direct links:
• clck.it.com/yourname/podcast → Your latest podcast episode
• clck.it.com/yourname/speaking → Your speaking page
• clck.it.com/yourname/book → Your Amazon book
• clck.it.com/yourname/coaching → Your booking calendar
Each link goes directly to one place. No middleman page. No clicking through multiple layers.
How to get custom branded links:
DIY Option
Tools like Rebrandly or Bitly let you create custom short links on your own domain (like go.yourname.com/podcast)
Done-For-You Option
Services like Premier Link Studio create and manage premium branded links for you on a shared premium domain
The Core Difference
This is the fundamental distinction most people miss:
Link-in-Bio
One URL, Many Destinations
You share one URL (linktr.ee/yourname) and people choose where to go from your page.
Custom Branded Links
Many URLs, Specific Destinations
You share different URLs depending on context.
Neither approach is inherently better. They solve different problems.
When Link-in-Bio Tools Make Sense
1. You're an Influencer with Constantly Changing Content
If you're posting on Instagram 2-3 times per day and each post drives to different content (today's YouTube video, tomorrow's blog post, next week's product launch), a link-in-bio page makes sense.
Example:
Beauty influencer posts makeup tutorial on Instagram. Caption says "Products linked in bio!" Follower clicks bio, lands on Linktree, clicks the "Today's Makeup" link.
This works because content changes constantly and you need one stable URL in your bio.
2. You're Managing Multiple Revenue Streams
Content creators often monetize in 5-10 different ways simultaneously:
• YouTube ad revenue
• Patreon/membership
• Affiliate products
• Digital courses
• Coaching
• Merch
• Sponsorships
A link-in-bio page gives your audience one place to see all their options.
3. You're on Platforms with One-Link Restrictions
Instagram, TikTok, and Twitter bios only allow one clickable link. If you genuinely need to drive traffic to multiple places from these platforms, link-in-bio solves that problem.
4. You're Testing What Your Audience Wants
Link-in-bio tools usually come with analytics showing which links get clicked most.
If you're still figuring out what resonates with your audience, this data helps you understand what they care about.
When Link-in-Bio Tools Don't Make Sense
1. You Have One Clear Call-to-Action
If your goal is singular - book a discovery call, buy your book, register for your webinar - a link-in-bio page creates unnecessary friction.
The Problem:
Instagram post → Bio link → Linktree page → Click again → Actual destination
That's three clicks when it should be one.
Every additional click loses 20-30% of your audience. Link-in-bio tools add a click.
2. You're Positioning as Premium
Link-in-bio tools signal "influencer" more than "premium service provider."
If you're an executive coach charging $15K for your program, having linktr.ee/yourname in your email signature doesn't match your positioning.
Option A
"Book a strategy call: linktr.ee/sarahchen"
Says: "I'm an influencer with multiple revenue streams."
Option B
"Book a strategy call: clck.it.com/sarahchen/strategy"
Says: "I'm a focused professional with clear positioning."
Neither is wrong - but they signal different things.
3. You Share Links in Professional Contexts
When you're speaking on stage, being interviewed on podcasts, or featured in Forbes, you need a link that's:
• Easy to remember
• Easy to say out loud
• Professional-looking
• Directly relevant to the context
The problem with link-in-bio in these moments:
Podcast host: "Sarah, how can listeners work with you?"
You: "They can visit linktr.ee/sarahchen and then click the 'Coaching' link"
vs.
You: "They can visit clck.it.com/sarahchen/coaching"
The second option is clearer, more direct, and sounds more professional.
The Hybrid Approach (What Smart Personal Brands Actually Do)
Here's what most articles don't tell you: you don't have to choose.
The smartest strategy is often using both - but strategically.
Strategy 1: Link-in-Bio as a Hub, Custom Links as Spokes
Use a link-in-bio tool as your central hub, but promote it via a custom branded link.
Your Linktree URL: linktr.ee/sarahchen
Your custom link: clck.it.com/sarahchen/links
→ The custom link redirects to your Linktree
You get the convenience of updating one Linktree page with all your links, but when you share the URL in professional settings, it's clck.it.com/sarahchen/links instead of linktr.ee/sarahchen.
Strategy 2: Custom Links for Primary CTAs, Link-in-Bio for Everything Else
Create custom branded links for your most important calls-to-action, and use link-in-bio for everything else.
Primary custom links (professional contexts):
clck.it.com/sarahchen/speaking
clck.it.com/sarahchen/coaching
clck.it.com/sarahchen/keynote
Link-in-bio (Instagram):
Linktree with 10+ links (podcast, blog, freebies, secondary offers, etc.)
You're matching the tool to the context.
Strategy 3: Link-in-Bio With Custom Domain
Many link-in-bio tools let you use a custom domain instead of their branded URL.
Instead of: linktr.ee/sarahchen
Use: links.sarahchen.com
You get the functionality of Linktree but with your own branding. Looks more professional than the default linktr.ee URL.
The Bottom Line
Link-in-bio tools and custom branded links solve different problems.
Link-in-bio is perfect for:
Influencers, content creators, anyone with multiple changing destinations who needs one stable URL.
Custom branded links are perfect for:
Coaches, consultants, speakers, anyone with focused CTAs who values direct links and premium positioning.
The hybrid approach is perfect for:
People who have both a strong social media presence AND a premium service offering.
The question isn't "which is better?"
The question is "which matches how I actually operate and how I want to be perceived?"
Just stop overthinking it. Pick the tool that matches your business model, set it up properly, and focus on creating content that's worth clicking.
Because the link infrastructure matters, but the content matters more.
Ready to upgrade your link infrastructure?
Whether you choose DIY tools or white-glove service, make sure your links match the premium positioning you've worked so hard to build.
Only 10,000 identities will ever exist.