Pull customers from Facebook and TikTok to your website

You have a few thousand followers on Facebook, a TikTok video with a hundred thousand views, yet at month-end you still can’t tell where your customers actually came from. The problem usually isn’t the views — it’s that people watch, then drift away with nowhere to land. Your website is that landing spot. Here’s how I usually pull people from social media back to a website and keep them.

Why pull people back to your site

Social media is like rented land. The algorithm decides who sees your post — favored today, buried tomorrow. You don’t truly own that list of followers; Facebook and TikTok are the landlords.

Your website is different. It’s your own house. When someone visits, leaves a phone number, books a slot, or messages you on Zalo, that information is yours and no one can take it away. A million-view TikTok sounds great, but if viewers don’t know where to go next, it’s wasted. You filmed, edited, chased the trend — and a thousand people scrolled past without one becoming a customer.

I often tell shop owners: social media is for grabbing attention, the website is for gathering people and closing. Two different jobs — don’t make social media do both. A noodle shop can show a steaming bowl on TikTok, but booking a table, seeing the full menu, and checking opening hours are better handled neatly on the website.

Put the link where people look

Sounds obvious, yet many shops forget. If someone wants to visit your site but can’t find the link, they give up. Place it where people look most:

• Your profile intro (the little spot under your name, often called the “bio link”) — the first place people tap to see who you are.
• The button on your Facebook page — switch the default to “Book now” or “Visit website” pointing straight to your site.
• A pinned comment with the link under each post or video that’s doing well.
• Stories and the top of your posts — remind people “link is in the profile intro”.

One small but important thing: keep the link short and easy to remember. A homestay should use something like biennhomstay.vn rather than a long string of letters and numbers. People hear it once and remember it, type it and it works. A messy link feels risky to tap, and it’s even harder to read out in a video.

Give people a reason to click

People won’t leave TikTok for your site on a whim. There has to be something on the site that social media can’t show conveniently. This is where many go wrong: they post the link but give no reason to tap it.

Think about what’s on your site worth the trip:

• A special offer only for web bookings — “10% off when you book directly on the site”.
• A full, clear price list — the kind that looks cluttered crammed into a Facebook post.
• Quick booking right on the page, no waiting for an inbox reply.
• A few helpful articles, real photos, and past-customer reviews to reassure people.

A spa can say plainly in its profile intro: “See the full price list and book on our website”. A restaurant: “See the full menu and reserve a table here”. A specific invitation like that tells people what they’ll get by tapping — very different from a bare link with no explanation.

The website is where people “land” after seeing you on social media — prices, booking, leaving a number.

Open on social, close on the web

The approach I find works best is to treat every post and video as an opening, and save the ending for the website. On TikTok you tell a story, show the dish, film behind the scenes, make people curious. Once they’re hooked, invite them to the site to book.

For example, a restaurant films the cook blanching noodles and ladling hot broth, then ends the video with: “Full menu and table booking on our site, link in the profile intro”. A homestay posts a morning shot of light through the window, with “See all available rooms and book directly on our website”.

What you should drop is the habit of making people ask for prices over inbox forever. They message “how much is this?”, you reply, then they vanish. Tiring for you, slow for them. If prices and details already sit on the website, people read, decide, and only the serious ones leave a number. You filter for real buyers without typing the same thing all day.

Use a landing page as the “landing spot” for ads

When you run ads or have a video going viral, don’t dump everyone onto your Facebook page and let them fend for themselves. Have one tidy page — a landing page — that matches the hot video, opens straight to what people want, and a single “book now” button.

Here’s the difference: a Facebook page has everything — old posts, cover photo, reviews, messages — and people get lost and distracted. A landing page says exactly one thing and leads people to do exactly one thing. They arrive excited about the video, see that very item and that very offer, and one tap books it. The close rate is far higher than dropping people onto a page and hoping they find their way.

Keep it consistent and measure what works

One mistake undoes all the effort above: people see one thing on social and find another on the site. The ad shows a discounted combo, but the site has no combo in sight — people feel let down and leave. Keep it consistent: same offer, same images, same wording. When people find exactly what they just saw, they feel safe to continue.

Finally, measure which channel brings customers. You don’t need fancy tech. The simplest way: use a different link for each channel. One link on TikTok, one on Facebook, one in the profile intro. After a while you’ll see where most people come from — pour effort into what works, ease off what’s quiet. These links can be set up right when the site is built, so you just read the numbers and decide.

In short, social media brings people in, the website keeps them. You’ve already put in the work to make content — don’t let people drift away for lack of somewhere to land. Put the link in the right places, give people a reason to click, and have a tidy site ready to receive them. That alone can change a whole month of business.