Your profile is your shop window
Many businesses put time into posts and Reels, but hardly any into the profile itself. Yet that’s where everyone lands once they’re curious. If the profile is unclear, the work fizzles out. If it’s clear, curiosity turns into a message, a call or a booking.
Profile picture: recognisable in the smallest space
The profile picture appears tiny, next to every comment and every story. A logo works if it’s still legible at a small size. A clear symbol is often better than the full wordmark – why a good logo needs compact variants for this is covered in Having a logo designed. For businesses centred on one person, a good portrait works too.
Name and username
The name field is taken into account in Instagram search. Besides your business name, it can say what you do and where, for example “Your business · Hairdresser in Worms”. The username should be short and match your website address.
The bio: four lines that sell
Answer in just a few lines:
- What do you do? Be specific: not “Everything to do with beauty”, but “Cuts, colour and updos”.
- For whom and where? Name your town or region.
- What sets you apart? One sentence that distinguishes you from others.
- What should the visitor do? Book an appointment, call, send a message.
Several links are possible, but the most important one belongs at the top.
Story highlights: your menu
Highlights sit below the bio and are, for visitors, what the menu is on a website. Typical highlights for businesses:
- Services or Prices
- Before/after or Projects
- Team and About us
- Reviews
- Directions and Opening hours
Consistent covers in your brand colours make the profile look tidy. Four to five highlights are usually enough.
The grid: the first nine posts
Every visitor sees your top posts before they scroll. They should show what you can do and fit together. Pinned posts help: pin to the top what new visitors should see first, such as an introduction video or your best result.
Business or creator account
Switch to a professional account. You’ll then see statistics, can show contact buttons such as “Call” or “Email” and can add your category and address.
The checklist
- Profile picture recognisable even when tiny
- Name with service and location
- Bio: what, for whom, where, next step
- Link to booking or website
- Four to five highlights with consistent covers
- Pinned posts for new visitors
- Contact buttons switched on
What we do for you
In the “Growth” package for €1,890 we revise your social media presence: profile picture, bio text and four to five highlight covers, plus five Instagram templates for your posts, together with logo and website. Find out more under Social media and Packages. How to keep it going afterwards is covered in Social media for small businesses.