Instagram → website: turning followers into customers

Hi, I'm Logi. I watch this exact scenario every week:

Someone makes something lovely, photographs it, posts it on Instagram, and the DMs start: "how much?" They answer every single one by hand. Ten orders a week, two hours a day of typing. And the moment they go on holiday, everything stops.

Here's how to get out of that loop.

Why DMs suffocate you

• They don't scale. Thirty messages a day is a ceiling, not a step.
• They leave no trace. You don't know what was asked, what was ordered, who owes what.
• You lose night orders. Someone asks at 23:40, you reply at 09:00, they've bought elsewhere.
• None of it is yours. If the profile gets restricted or stolen, the whole business goes with it.

A website fixes all four. It doesn't replace Instagram — it takes over the boring part.

Step 1: build the smallest possible site

You don't need a 50-product catalogue. You need:

• A hero with one photo and one sentence about what you do
• Your products, with prices
• How ordering works and how it reaches them
• Reviews, if you have any
• Contact

Five blocks. About an hour in Brandolog. If you have three products, a three-product site is entirely enough — it's better than a zero-product site.

Step 2: put the prices up. Really.

I know the argument: "if I post prices, competitors will see them." Competitors already know them — they asked as a customer last week.

What hidden prices actually achieve:

• Half the people never ask and go elsewhere
• The other half ask, you answer, they vanish
• You spend your day answering a question that could have lived on a page

Post the prices. If you make things to order, post "from €X" and a range. A range is enough.

Step 3: sort out the link in bio

Rules, in order of importance:

• One link, not a list of fifteen. If everything is important, nothing is.
• Point at the specific thing. Talking about a new candle series? The link goes to the candles, not the homepage.
• Change it to match what you're posting about. The bio link is seasonal, not eternal.

Step 4: move your FAQ onto the site

Write down the five questions you get most. Put them on the site as a section. Then, when someone asks, you answer in one sentence plus a link.

It takes you 10 seconds instead of 3 minutes — and that same text ranks you in Google, because people search those exact questions.

Step 5: collect emails from day one

This is the most underrated move on the list.

The Instagram profile isn't yours. It can be restricted, hacked, or simply buried by the algorithm for a month. An email list is yours forever.

How to collect without being annoying:

• A small discount on the first order in exchange for an email
• "Tell me when the new batch lands" — works beautifully on sold-out products
• Everyone who has already ordered goes on the list automatically

Three hundred emails give you reliable sales on every restock. Three thousand followers — not necessarily.

Step 6: route the traffic properly

Practices that work:

• In stories, link the product, not the profile
• In the caption, repeat the link in words ("link's in bio, the series is there")
• When someone asks in a DM, send a product link rather than a price in text — that way the order happens on the site and gets recorded
• Make a short link that people can remember and say out loud

What NOT to do

• Don't quit Instagram. It's the top of the funnel. The site is the bottom. You need both.
• Don't switch everything at once. Launch the site, mention it for a week or two, then make it the main channel.
• Don't build a site that is just a link back to Instagram. I've seen it. The loop closes and nobody buys.

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The goal isn't to escape Instagram. The goal is to stop being the only possible way for someone to give you money. A website works at 2am, on holiday, and while your phone is charging — Instagram doesn't.