Your Best Instagram Profile for Business in 30 Minutes

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Today I am talking about your Instagram profile for business. Specifically, I’m going over the three places where you can make sure that you’re communicating in the most effective way to get more followers and more customers.

When I talk about Instagram with my clients, one of the first things I hear is, there’s just too much, I don’t understand. What our hashtags? What do I do? The algorithm doesn’t like me.

Instagram marketing for your local business can be very overwhelming. But, if you stay focused on your customer, it will be much easier. So we’re going to head over right now to my Instagram profile.

Busy? Pin this to your Pinterest board for later.

Your Best Instagram Profile for Business

Profile Picture

The first thing we are going to look at is the Instagram profile for business picture. You want a recognizable profile picture. If you’re the face of your business, then make it a picture of your face, up close. Don’t use a picture that shows head to toe because it will be too small. If your company logo is the most recognizable image of your brand, use your logo. You want a recognizable profile picture because you want someone who’s scrolling through their Instagram feed or their Instagram search results to spot your business. You want to pop out at them.

You don’t want potential customers to have to dig to find you. The fewer barriers there are between you and your potential customers, the more likely they are to follow you and become a customer.

One last note: Your profile picture should be exactly the same across all social media platforms: Instagram, Twitter, Facebook, Pinterest, etc. This gives your brand a consistent look. It also helps users get comfortable with your brand.

Keywords in Your Name

The second part of your Instagram profile for business that you can really optimize is your name field. Specifically, you should include a keyword phrase about your business in the name field. I’m not talking about your username — @yournamehere. The readable name. For instance, if you’re a local salon, you could put “Your Business Name / Upscale Salon” or “Your Business Name – Nail Salon” or something like that. Use as many of the characters as you can before you hit Instagram’s limit.

You should include keywords (that people actually search for) because when your Instagram account shows up in search results or a tag search, the user will understand exactly what you do. This is especially useful if the name of your business is abstract or vague.

Instagram Bio

Now we’re going to talk about the copy that you use in your Instagram bio. If you’ve spent any time on Instagram, you have seen a variety of Instagram bios, some with emojis, some with incomplete sentences, etc.

Don’t just list your services. Tell your potential customer what their end result will be if they work with you. For instance, if you’re a local seamstress, instead of saying “hems, alterations, wedding gowns, men’s suits” you could say “Appointments in your home. Will alter your garment until you’re thrilled with how you look.” In the second case, you’re telling them that a) you will go to them and b) they don’t have to worry about a “one and done” approach with you.

Feel free to add emojis if it serves your brand. Emojis get people’s attention and helps break up text. It’s also a fun way to convey a quick message because, like they say, a picture’s worth a thousand words.

If you have room, include a call to action. Tell visitors to download your freebie or sign up for a discount code or follow you for home decor inspiration or whatever. Tell them what to do next. As an example, I include “Facebook LIVE Thursday at 12 ET.” That’s a service not everyone provides, the chance to ask questions in a live video session. This way, I stand out from the crowd a bit. I’m giving them another piece of information or a way to find me.


The website link field is the only place on Instagram where you can have a clickable link. You only get one clickable link with Instagram, so you got to make the most of it. If you’re offering a freebie, make the clickable link the place where they can sign up to download it. If you’re speaking at a seminar, the link could be to the event’s page where your bio or schedule is listed.

The link area is frequently wasted by local business owners. Most of them just add a link to their website’s home page. But when someone gets to your home page, what do they do? Visitors won’t know what to do when they land on your website. You have to take them by the hand and show them.

For example, link to a specific blog post. Businesses that link to blog posts can change it when they post something new. You could also take your visitor to a specific sales page or your new collection. Make your link as specific as possible.

I use Link Tree, which allows you to have a menu of links that branch off the link in your Instagram profile for business. My Link Tree menu allows me to change up the links in my menu.

There are two schools of thought about the website link space. Some marketers do not recommend using a service like Link Tree. They feel that it gives a visitor too many options and will push them away. Others feel that having only one link limits their ability to reach the right audience. My recommendation is to try both and see what works for you. Testing is always key in DIY online marketing for local businesses.


First, let me explain that “highlights” are just Instagram stories you decide to keep. When you’re adding or viewing your own story, you can tap the heart icon at the bottom of your screen. Then, you can create a new highlight or add that story to one that’s already created. Highlights are just stories that you’re keeping in your profile to give visitors more insight into you and your local business.

Why would you use highlights? Well, people are reluctant to leave Instagram. Chances are they’re not going to visit your website to learn more about your offer or your business. But if you’ve intentionally posted stories about your business and what makes it unique, then a visitor can watch those stories in an “About Us” highlight.

The possibilities are infinite for highlights. Use them for tutorials, to feature customers, to feature reviews, as a portfolio, to share contact info, you name it!

If you don’t have any highlights, but you don’t want to craft all new stories (although, I think they’re lots of fun) you can use stories you’ve already posted. In your Instagram profile for business, tap the clock icon in the upper left. This takes you to the archive of aaalllll your stories. From here, you can tap one, then tap the heart at the bottom, then save it to a highlight. Genius, huh?


Keep in mind, you have to do most of this Instagram work on your mobile device. Unless you use a third party scheduler, like Tailwind (I’m an affiliate and a customer), you’ll find it difficult to make any changes to your Instagram profile for business on a computer.

Learn More

That is the anatomy of an Instagram profile for business. If you want to learn more about DIY online marketing for your local business, join me every Thursday at 12 p.m. ET at And you can always leave questions in the comments of this blog post.

Don’t forget to download my free checklist to help you optimize all of your social media platforms: Hit 3 Hot Zones in Every Social Media Profile.

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