The test for whether a link belongs
Ask one question about each candidate. If somebody messaged you today, would you send them this link? If the honest answer is no, it does not go on the page.
This filters out most of what accumulates. Old projects you are proud of, platforms you no longer post to, a portfolio from two jobs ago. All worth keeping somewhere, none worth spending a row on the page that has to work in six seconds.
The shape of a page that works
The version that performs consistently looks like this.
- One primary link at the very top. The thing you would choose if you were allowed only one today.
- Three to six secondary links. The steady ones: the shop, the newsletter, the main channel, the portfolio.
- Anything time limited, clearly marked. A launch, an event, a pre order, with an end date set.
- One way to reach you. A form or a direct message link, at the bottom, kept apart from the audience links.
That is between five and nine rows. It fits on one phone screen, which is the only length that matters.
Ordering by intent, not by recency
The common mistake is to order the page chronologically, newest at the top. That feels natural because it matches how you think about your own work, and it is wrong because it does not match what the visitor came for.
Order instead by what you want to happen. If the point of the page is bookings, the booking link is first even if it has been there for two years. Newness is a reason to mention something, not a reason to promote it above the thing that pays.
One exception is worth making. During a launch, the launch goes first, and it comes back down when the launch ends.
Labels that say what happens next
Name each link by the action, not by the destination. "Book a session" is clearer than "Calendly", "Get the newsletter" is clearer than "Substack", and "Listen to the new record" is clearer than "Spotify".
The exception is when the platform itself is the draw. If people are looking specifically for your Instagram, label it Instagram. The rule is to name whichever half the visitor is thinking about.
When to start using sections
Once you go past roughly eight links, a flat list stops being scannable. Sections restore the structure: a short heading with two to four links under it, so the eye can skip a whole group instead of reading every row.
Sensible groupings tend to be by intent rather than by type. "Work with me", "Listen and watch", "Buy" reads better than "Links", "Social", "Other".
Keeping the page from filling up again
Pages grow quietly. Every launch adds a row and nobody ever removes one, so a year later there are fourteen links and the top one is buried.
Two habits prevent it. Set an end date on anything tied to an event when you add it, so it takes itself down. And once a quarter, open the page and apply the test again to every row.
If you have click statistics, this becomes easy rather than a judgement call. A link nobody has tapped in three months is answering a question nobody is asking. The guide on measuring clicks covers what the numbers can tell you.