Your business needs a great Instagram profile and bio – one that will increase your sales and bookings.

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Insta-this; Insta that… the world is Insta mad! However, is it a necessary marketing tool for your business?


Instagram is a no-brainer if you’re a fashion designer, make-up artist, or you run any type of visually strong business. You should consider using it no matter what line of business you’re in.

In 2021, Instagram had 1.074 billion Instagram users with 80% of users using it to buy products or services. That’s a lot of potential business!

As a business, you’ll need an Instagram business account instead of a regular profile. This will give you access to features that can help your business. If you’re not already on Instagram you can open a business profile straight away. If you have a regular profile, you can easily convert it to a business account.

Why Do You Need An Instagram Bio?

Some businesses, even if they are on Instagram, neglect their bios. They mistakenly think that hashtags, newsfeed posts and stories are the only things that matter. All of them are important, but the bio is crucial. Why?

Your bio is the first thing that people will see when visiting your Instagram profile. It is there to tell people who you are and what your business is about. It is the first impression your profile makes, which is why a strong bio is essential for gaining followers.

Another thing that makes your Instagram bio really important is the fact that it’s the only place on the platform where you can place a link. And only one single link — no more than that — so you need to use it wisely. But more on that later.

What Do You Need To Know About Your Instagram Bio?

The tricky thing about the Instagram bio is that it needs to be very short. As opposed to the About Us page of your website, in which you can fill a whole page with text and images, your Instagram bio is limited to just 150 characters long (including emojis). 

How to Edit Your Instagram Bio

You can edit your Instagram bio from your profile home page, on both desktop and mobile, by using the “Edit Profile” button. Click on it to edit your account username, business name, website address, bio and contact details.


Now that you know the basics, here are 10 tips to maximise the effectiveness of your Instagram business bio and increase your sales and bookings:

1. Choose the most accurate business category

If you have a business account, Instagram lets you choose your business category to help your audience find you. There are many different categories to choose from, as well as many subcategories – try being as specific as possible and find the one that describes your business best. Take the time to search the categories available and don’t settle for something inaccurate.

If you can’t find exactly what you’re looking for, go for the next best thing, but try being as precise as possible, so that potential customers searching for a business like yours will find you and so that people landing on your page will know exactly what your business does.    

Once you’re done, press “Save”, and that’s it.

2. Help people get in touch

As a business, Instagram lets you add your email, phone number and address to your bio. Don’t forget to fill in the ones that are relevant for you, so that people can easily contact you, and will know where you are located – in case you have a brick-and-mortar shop.  

3. Use keywords

It’s true that the prime way of searching on Instagram is by using hashtags, but keywords are important too. So, make sure to mention exactly what your business does in your bio. If you’re a plumber specialising in water heater repair in the Manchester area – mention all of that in your bio, for two reasons:  

  1. So people know exactly what you do and where  
  1. So that you can be found in searches  

4. State your name

Your business name appears above the bio and it might be different to your actual handle (that’s your username on Instagram, which is unique to your account). Both your username and your business name are limited to 30 characters.

Make sure your business name appears clearly and you can add what you do and where you are located next to your name, so that people will be able to find you easily when they search Instagram.  

What do you think your potential customers look for on Instagram? Whatever it is, put that next to your name. For example, if you own a landscaping business called Blue which specialises in landscape design and you are located in Sussex, your name can be:

Blue Landscaping Design Sussex

Just like in the rest of your bio, adding keywords to your name is important – not only so you pop up in your target audience’s searches, but also people entering your profile will instantly know what your business offers and what you are about.  

Your specific location is also important, especially if you are a local business operating in a certain city or area.

5. Show what sets you apart

Your Instagram bio needs to clearly state what sets your business apart, what makes it special. In other words, it needs to convey to people what your business can do for them and why they should follow your account and choose your business over competitors. 

After you’ve found your business’s X-factor and crafted your unique value proposition, that should be the basis of your Instagram bio. For example, if you own a cleaning business, it’s not enough to state that you are a cleaning business based in Newcastle.  

You need to specify exactly what makes you unique: maybe your business only uses eco-friendly materials for cleaning that are 100% safe for the environment at great prices. Or maybe you offer all sorts of domestic chores, from cleaning to gardening as well as handyman services and home maintenance. Your unique value proposition should be part of your bio. 

6. Keep your audience in mind

Who is your target audience? What do they want? And how can you provide them with that? These are the things that you need to keep in mind when crafting your Instagram bio. 

Look, for example, at the Instagram bio of the UHY accountancy firm in Manchester, which does it well. It reads: “We have a passion to change the lives of owner managed businesses across the UK”. It states what makes them special and sets them apart – the fact that they’re passionate about what they do – and it precisely describes their specific audience: owner managed businesses across the UK.

7. Include a URL  

Your Instagram bio is the only place on Instagram where you can put a link. You can add links to your post captions, but they aren’t clickable – meaning they can only be copy-pasted, not clicked. That’s why you’ll often see the words “link in bio” mentioned in Instagram posts.  

You can use your one link to send people to your website homepage or a specific landing page, for instance. You can also change it whenever you want. So, if you post about something specific – let’s say a giveaway, an event or newsletter signup initiative – you can write “link in bio” in your post description or Story, and change the link in your bio accordingly, even for a short time. 

Whatever you do, don’t forget to add a link to your bio, so that potential customers can reach you outside of Instagram.  

8. Include a clear Call to Action

Use the URL you’ve included in your bio to get your visitors to take action. If your bio is effective enough people will be compelled to take the action you want them to. 

Decide which action you want to optimise your Instagram account for – to get your followers to visit your website, to book an appointment, to buy from your online shop or maybe to sign up to your newsletter – and add the right CTA.

All you need to do is write the action you want them to do – for instance, “to join our newsletter follow the link below” – followed by the link. An extra incentive is always great. For example: “Join our newsletter and get 20% off your next appointment” – followed by the link.

You can type out the full instruction, like “press link below”, or you can save precious space, as well as be more eye-catching, by using emoji of pointing fingers or arrows. Which brings us to our next tip…

9. Use emojis

Remember your bio is limited to 150 characters? Emojis will save you a lot of space and will help you get your point across in a fun and memorable way.  

You can use a pointy finger or an arrow emoji to point to the action you want your followers to take or you can use emojis to enhance your words.

See how Dannie and Carrie Hair & Makeup Salon in London did it:

10. Change your fonts

To stand out and show your creativity, you can change the font of your bio. All you need is an Instagram font generator.

Two things to remember when changing your fonts:

  1. Keep on brand. Make sure that you don’t just choose a font because you like it, but because it clearly communicates the identity of your business.
  1. Don’t overdo it – don’t change the font of your entire bio. Just your name or a short part of your bio. There are two reasons for this. Firstly, sometimes some fonts don’t show up on certain people’s devices, so don’t use them for your entire bio. That’s why you should carefully choose the font you want to use and test it on as many devices as possible. The second reason is that you don’t want to look like you’re trying too hard. So just picking a cool font for your name will usually do the job.