Profile links are replacing homepages for creators and small businesses

Creators and small businesses are shifting from traditional websites to a single link in bio that can sell, book, answer questions and collect leads on a phone. Keepp says the change reflects where customers now discover and act, and it is positioning its platform as both a link-in-bio page and a full website.

Why it matters: - The first place customers interact with a business is increasingly a social profile, map listing or video, not a homepage. - A single profile link is now doing work that once required a separate website, especially for mobile-first customers who want to act quickly. - That shift favors tools that combine storefront, booking, contact and content functions in one page.

What happened: - Keepp, a link-in-bio and website builder from Thinslate Labs LLC, is pitching its platform to creators and small businesses as a replacement for the traditional website-first model. - The company says a Keepp page can serve as a profile link, a full website and a custom domain destination. - The platform is designed to let owners sell, book, collect forms and chat with visitors from one page.

The details: - Creators can use Keepp to sell digital downloads and physical products, with payments going to their own Stripe account. - Creators can also take bookings for calls and sessions, share videos and posts, recommend products and collect subscribers through a pop-up. - Businesses can use Keepp to show menus or price lists, take bookings by time slot or by night and collect enquiries through forms. - A page chat can answer questions from the content on the page, collect an email address and hand off to the owner when a human response is needed. - A map can show where a business is located. - Owners can update the page in minutes by describing changes in plain language. - AI assistants including Claude and ChatGPT can build and edit a Keepp page through chat. - Keepp says its guide for local businesses on linking from a map listing is available here.

Between the lines: - Keepp is betting that many small businesses no longer need a traditional multi-page website if the profile link can handle the most common customer actions. - Founder Vas said even businesses that already have websites are making the link-in-bio page the first page they keep current because it is faster to update when prices or hours change. - Vas also said creators were the first to adopt the model because their audiences already live on social platforms. - The same pattern is spreading to salons, coaches, restaurants and holiday rentals, where booking and payment are the main goals.

What’s next: - Keepp expects the link-in-bio model to grow quickly over the next few years. - The company says more businesses will treat the profile link as their main website rather than a supporting page. - Keepp continues to position its product around creators and local businesses that need a fast, mobile-friendly way to convert visitors into customers.

The bottom line: - The website is not disappearing, but for many small businesses the real front door is moving to the link in bio.