How to Set Your Small Business Instagram Profile Up for Success

Let’s be honest, your Instagram profile could be costing you clients.

If your bio’s a bit “meh” your photo’s blurry, or your Highlights haven’t been updated since 2022... then chances are your dream clients are landing on your page, but not sticking around.

Good news? You don’t need a full rebrand or a fancy design degree to fix this.

In this post, I’m walking you through how to audit and optimise your Instagram profile so it actually does what it’s meant to - attract your ideal clients, build trust fast, and convert profile visitors into real followers and customers.

This is based on one of my most popular podcast episodes of The Growth Addicts Podcast, Episode 18 where I broke it all down, step by step.

So grab a cuppa, open up your Insta profile, and let’s get to work.

Step 1: Choose the Right Instagram Username for Your Small Business

Your @handle is your digital shop sign. If it’s clunky, full of dots or dashes, or hard to remember, it’s time to simplify.

Keep it as close to your business name as possible.

If your name is taken, try simple tweaks like:

@yourbusiness.uk

@yourbusiness.coach

@shopyourbusiness

Avoid anything that makes you hard to tag or search. And remember, the easier your username is to type, the easier it is to grow.

Step 2: How to Pick the Best Instagram Profile Photo to Build Trust

This tiny circle holds BIG power.

If you’re the face of your brand, use a photo of you (yes, YOU)

If you run a team or product-based biz, a clean logo works too.

Quick checklist for profile pics:

• Clear, high quality, and close-up

• Neutral or branded background

• Smiling, friendly, and you looking like YOU

People do business with people. Let them see who’s behind the account.

Hi! This is me...

Step 3: Use Instagram Searchable Keywords in Your Profile Name

That bold line under your photo? It’s searchable. Like a mini SEO tool for Instagram.

Instead of just “Lucy Designs,” try:

“Brand Designer for Small Business”

“Virtual Assistant UK”

“Small Business Community” (yep that’s mine)

Think: what would your ideal client type into Instagram?

That’s what should be in your name line, not slogans or clever wordplay.

Step 4: Write a High-Converting Instagram Bio for Your Small Business

Your bio should do three jobs fast:

1. Say what you do

2. Say who you help

3. Tell them what to do next

Here’s a simple format I love:

Helping [who] do [what] without [pain point]  

[What makes you different / your signature offer]  

[Call to Action → “DM me to book” or “Click to shop”]

If you work locally, say it! Don’t make people guess where you’re based.

Step 5: Optimise Your Instagram Story Highlights to Showcase Your Offers

Think of Highlights as your mini-website.

If they’re random, outdated, or full of expired offers, it’s time for a clean-up.

Your Highlights should include:

• About Me

• Services or Products

• Testimonials

• FAQs

• Contact / How to Book

Use clean, branded covers and titles that make sense (no cryptic emojis, please)

Step 6: Pin Strategic Instagram Posts That Attract and Convert Followers

Pinned posts sit right at the top of your grid, prime space to tell new visitors who you are, what you do, and why they should follow you.

Here’s my go-to trio:

1. Intro Post – A friendly face + what you do + who you help

2. Social Proof – A client win, result, or glowing review

3. Offer Post – A product, service, or CTA to book/shop/enquire

Need help with your intro post?

Read this next: How to Create the Perfect Instagram Introduction Post

Step 7: Create Instagram Grid Content That Attracts, Nurtures & Converts

Look at your most recent 9 posts (not including pins)

Ask yourself:

Would someone landing on your profile instantly know what you do?

Would they trust you enough to follow or message you?

Use this simple content mix:

• 5 Attract posts → Reach new people (tips, hooks, relatable content)

• 3 Nurture posts → Build connection (behind the scenes, stories, values)

• 2 Convert posts → Invite action (sales, booking, services)

  
  

Bonus tip:

Show your face at least once in those 9 posts. Trust is built through connection, and that starts with you showing up.

Step 8: Use Your Instagram Link in Bio to Drive Sales and Bookings

Use your links wisely.

Make it super clear what the next step is:

• Book a free call

• Shop the new collection

• Download a freebie

• Join the mentor group

• Follow along

Too many buttons = decision fatigue = people click away.

Keep it simple, fast-loading, and intentional.

Let’s Recap: Your Instagram Profile Success Checklist

✅ Clear username that reflects your brand

✅ Friendly, high-quality profile photo

✅ Searchable profile name with keywords

✅ Bio that speaks to your ideal client

✅ Highlights that show what you offer

✅ Pinned posts that build trust + invite action

✅ Grid that balances attract, nurture, convert

✅ Link in bio that drives real results

You don’t need to obsess over this every week.

But give your profile a little refresh once every few months, it’ll pay off massively in followers, enquiries, and yes… sales.

Found this helpful?

Want to plan your Instagram content in less time?

Check out The Social Media Planner - it’s a game-changer for making content less stressful.

And if you’re tired of winging it and ready to get seen (and make more sales), join my Get Seen Get Sales mentor group. We’ve got weekly trainings, content guides, and the best biz cheerleaders you’ll ever meet.

About Me

👋 Hey, I’m Amanda! Small Business Mentor, Apple Top 30 Podcaster & Amazon #1 Bestselling Author.

I help small business owners like you get seen & get sales on Instagram, without the overwhelm.

With 10+ years of experience running small businesses, I know what it’s like to juggle marketing, sales, and all the things. That’s why I’m obsessed with making Instagram simple, fun, and profitable for business owners just like you.

📩 Grab my FREE 30 Content Prompts here for instant content ideas!

and

📲 Let’s connect on Instagram → @amandahughes.uk