The short answer
Most wineries should not send their Instagram link to the website’s home page; they should send it to a page made for the phone that links straight to the website’s shop, booking and club pages. The website stays the place for depth, and the Instagram link becomes the quick way in.
If your site is excellent on a phone and one page on it does everything you want from Instagram, link to that page directly. Almost never link to the home page. If the term is new to you, start with what a link in bio is.
What a follower meets on the home page
Picture a follower on a train. They have just seen your post about the new rosé and want six bottles. They tap the link under your name.
Each step is small. Together they ask a lot of someone who wanted one thing and is holding the phone in one hand. Some will make it. Others will mean to come back later, and later rarely comes.
- A page built for a laptop. A wide photograph cropped to a sliver, or a film that takes a while to start.
- A cookie banner covering the bottom of the screen.
- An age check asking for a date of birth before anything else.
- A menu behind three lines, with Shop, Visit, Club and Our Story all competing.
- The hunt. The rosé is in the shop, under Wines, under Current Releases, three pages deep.
The age check, fairly
An age check may be there for good reason, and this is not advice to remove it. The trouble is where a follower meets it. On a home page it stands between them and everything, including the things that do not need it: your opening hours, your address, the booking for a tasting.
A page made for the phone lets those things sit where anyone can read them, and sends the follower on to the shop only when they want to buy. If the shop asks their age, it asks once, at the moment it matters, not as the first thing they see.
When the website is the right answer
In that case, link to the exact page, the shop or the booking form, never the home page. Test it on your own phone, away from your wifi, and time how long it takes to buy one bottle.
- You sell one thing through Instagram, and your website has one page that does it well on a phone.
- Your website was built for phones first, and opens quickly.
- You have no tastings, events or club to point to; the shop is everything.
When a page made for the phone is right
That describes most wine businesses with a tasting room or a wine club. See link in bio for wineries for what goes on the page and in what order.
- You have more than one thing to offer: tastings, a shop, a club, events.
- Your website sits behind an age check or a heavy home page.
- Changing the website means asking a developer and waiting.
- You want hours, the address and a map readable at a glance.
- You want to know which buttons your followers actually tap.
How the two work together
The page does not replace your website. It is a short hallway that opens onto the right rooms.
Your website keeps doing what it does well: the full story, the technical sheets, the trade pages. The link in bio simply sends each follower to the right one, first time.
- Book a tasting goes straight to the booking page on your site, not to Visit.
- Shop the wines goes straight to the shop, or to the one wine from your latest post.
- Join the club goes straight to the sign-up form.
- Hours, address and map sit on the page itself, so nobody has to leave to find them.
- Our story goes to the long page on your website, for those who want it.
What to do today
SOMM DIGI LINK is one way to do that last step: a page made only for wine businesses, with your name, your pictures, and buttons that go straight into your website, on an address of your own such as yourwinery.sommdigi.link. You can build it first, with no card, and see it behind your own name. The designs are all there to look through.
- Tap your own Instagram link on your phone, away from your wifi, and count the taps it takes to buy one bottle.
- Find the direct web addresses of your shop, booking and club pages.
- Decide which one earns your living, and put it first.
- Put those addresses behind your link, either in Instagram’s own list of up to five links or on a page of your own.
Questions people ask
Should my Instagram link go to my website?
It can, but rarely to the home page. If your site works well on a phone, link to the exact page you most want people to reach, such as the shop or the booking form. If you have several things to offer, a page made for the phone that links straight to each of those pages will usually serve your followers better.
Will a link in bio page take visitors away from my website?
No. The page sends followers to your website’s shop, booking and club pages directly, so they arrive where they meant to go. Your website still holds the full story and everything a curious reader wants. The page simply takes the place of the home page as the first thing an Instagram follower sees.
What about the age check on my wine website?
Keep it wherever it is needed. The difficulty is only that, on a home page, it stands before everything, including your hours and your address. A page made for the phone can show those openly and send followers to the shop when they choose to buy, where the age check appears once, at the moment it belongs.
Can I use Instagram’s own five links instead?
You can. Instagram lets a profile add up to five links, shown as a grey list with the same chain icon beside each and web addresses cut off at the edge. It is a fair start. What it cannot do is show your pictures, your hours or your map, or look like your winery. A page of your own can.
Last checked 26 September 2026.