If you really think about it, social media is like a massive street market, it’s noisy, crowded, and full of distractions. In a way, businesses are waving their signs, shouting about sales, and trying to grab attention in a sea of endless scrolling. So, just getting someone to stop on a post? Well, that’s one battle won. But the real fight is getting them off social media and onto a website where they actually do something useful, like sign up, browse, or buy.
Most businesses throw out the usual bait: a generic “link in bio,” a half-hearted “check out the website,” or a caption that assumes people will magically feel compelled to leave their comfortable scrolling bubble. It’s honestly a super common social media mistake that’s made too, because businesses believe it’s that easy (when it’s not).
Now sure, social media platforms are designed to keep users hooked, so getting them to break free takes more than a casual invite. Yeah, it can be hard to get them off one platform and then onto your platform.
Basically, people need a reason to leave, and it has to be a good one. Here’s how to make that happen.
Social Media Should Tease, Not Tell Everything
Have you ever had someone spoil the ending of a show you were excited to watch? That’s exactly what a lot of businesses do on social media. They spill everything in a post, leaving absolutely no reason for anyone to click through to the website.
A post should leave just enough curiosity to make people need to see more. For example, a snippet from a blog that cuts off at the best part, a product teaser that doesn’t give everything away, or a customer transformation story that stops right before the reveal will drive that extra click.
You have to keep in mind that curiosity makes people act. If something feels incomplete, the natural instinct is to fill in the blanks, and the only way to do that? Well, clicking through.
CTAs Need More than Just “Link in Bio”
Basically, “Link in bio” has become social media wallpaper. It’s there, but nobody notices it. The problem isn’t that people don’t know where to find links, it’s that they don’t have a strong enough reason to go looking. So, a call to action should sell the benefit of clicking. Instead of “Check out the new blog post,” imagine reading: “This tiny change doubled email sign-ups overnight. The full story is on the blog.” Or for product-based businesses: “This sold out in three hours last time. It’s finally back, details online now.”
If the call to action doesn’t make clicking feel necessary, people won’t bother. Don’t expect people to beckon to you, it just doesn’t work that way.
The Website has to be Ready for Social Media Visitors
So, just imagine finally convincing someone to leave their favourite social media app and check out a website, only for it to take ages to load, look outdated, or make finding anything feel like a scavenger hunt. Yes, you better believe that this is common, because yeah, it actually is!
You seriously need to understand right now that social media visitors expect websites to be quick, familiar, and engaging. You have to keep in mind that nowadays, websites are fast, so if yours isn’t then you’re doing something wrong. But is speed the only thing? Well, it helps to know what else should be done.
But there are other things you can do, because you have to keep in mind that getting them to your website is only half the battle. They need to make sure that they’re even on the right webpage, let alone the right website. So even something as easy as a live Instagram feed on your website can help make the transition smoother. Seeing the same content they were just interacting with reassures them they’re in the right place (and not getting scammed).
But simply slapping an Instagram feed on a homepage isn’t enough. There needs to be a reason to stay, whether it’s exclusive content, a special offer, or something they won’t find anywhere else.
Stories and DMs Can be a Direct Line to the Website
A good post might reach thousands of people, but a personal message or even a well-placed story sticker can make someone feel like the invitation to visit a website is meant just for them. No, really, it’s true! For example, using polls, question stickers, or limited-time offers in stories can make people engage first, which makes them more likely to click a link when it appears. Following up with direct responses or sending a quick DM with a special offer builds an even stronger connection.
While sure, people ignore posts all the time. They don’t ignore personal invites. Just remember that!
The Website Needs to Offer Something that Social Media Doesn’t
It was mentioned briefly already, but it’s time to go a bit more into depth for this one. So, if everything is already on Instagram or TikTok, why would anyone go elsewhere? Well, that’s the question a lot of businesses fail to answer.
So, a website needs to feel exclusive. For example, a newsletter with industry secrets, early access to products, behind-the-scenes content that isn’t shared anywhere else, these are the kinds of things that pull people in. Besides, the website shouldn’t just be a mirror of social media. It should feel like the next level of the experience.
Retargeting Keeps the Journey Going
Not everyone will take action on the first visit. That’s normal. But someone who already showed interest is far more likely to come back than a total stranger. So, just retargeting ads is a pretty great way for reminding visitors what they left behind, but email sign-ups work even better. Plus, offering a freebie, discount, or VIP-only content in exchange for an email keeps visitors engaged even after they’ve left. Once they’re on the list, they’re much easier to reach again.
The Right Content Keeps Visitors Browsing
Seriously, a click-through rate means nothing if people land on a site and immediately leave. The first thing they see needs to invite more exploration. But a blog post should link to another. A product page should highlight related items.
A homepage should direct visitors somewhere, not just sit there looking pretty. But overall, a website should feel like there’s always something more to do. If it feels like a dead end, people will treat it like one.
