When someone discovers your business on Instagram, through a Reel, a tag or a recommendation, the first thing they usually do is tap through to your profile. In a few seconds they decide whether to follow, message you or move on. Your profile is effectively your Instagram shopfront.
This guide covers how to set up an Instagram profile that makes a local business easy to understand and easy to contact.
Use a business or professional account
A professional account gives you contact buttons, insights about your audience and posts, and access to advertising tools. If you are still on a personal account, switching is free and quick in the settings.
Profile photo
Use your logo icon or a clear photo of the owner, depending on which people recognise. It appears very small and inside a circle, so choose a simple version with space around it. See logo files explained.
Name and username
- Username: keep it as close as possible to your business name and consistent with your other platforms.
- Name field: this appears in search. Include your business name and, if it fits naturally, what you do, such as “Smith Landscaping | Garden Design”.
Write a clear bio
Your bio has limited space, so every line should earn its place. Cover:
- What you do, in plain words.
- Where you work, such as “Serving Melbourne’s south-east”.
- What makes you different, in a few words.
- A clear next step, such as “Book a free quote below”.
Write it in your brand voice. See how to define your brand voice.
Contact options and links
- Add contact buttons for calling, emailing or directions, depending on how you want customers to reach you.
- Choose the right category so people instantly see what kind of business you are.
- Add links to your website’s most useful pages, such as a booking page or a key service page, rather than only the home page.
Story highlights
Highlights sit below your bio and are one of the most underused features for businesses. Create a small set that answers common questions:
- Services or menu
- Our work or before and afters
- Reviews
- FAQs
- About us or the team
Simple matching covers in your brand colours make them look tidy.
Pin your best posts
You can pin posts to the top of your profile. Choose ones that introduce your business well: a strong example of your work, a popular Reel and a post explaining how to book or enquire.
Make your grid tell the story
Visitors often scroll your recent posts before deciding. A mix of your work, your people and useful tips makes a better impression than a grid full of promotions. Real photos and short videos help. See real photos vs stock images and short-form video.
Respond quickly
Instagram is often where customers send their first message. Turn on notifications for messages, set up saved replies for common questions and aim to respond promptly. A fast, friendly reply is often what turns a follower into a customer.
Keep it consistent everywhere
Your business name, description, contact details and branding should match your website, Google Business Profile and Facebook. See local business directories on why consistency matters.
Want a profile that brings in enquiries?
Madexify sets up and manages Instagram for small businesses across Pakenham, Officer, Beaconsfield, Berwick, Narre Warren, Cranbourne, Clyde and Bunyip, from profile setup to content and ads. See our social media marketing services, or contact us to talk about your social media.
This article is part of our Social Media Marketing Guide. Browse all our guides on the guides page.
