A potential customer finds one of your Instagram posts and taps your name.
They look at your profile for a few seconds.
Can they immediately tell what your business does, where you work, why they should trust you, and what they should do next?
If the answer is no, posting more content will not solve the problem. You may be sending more people to a profile that does not give them a reason to stay, follow, call, visit, or buy.
Before you create another Reel, give your profile a 15-minute cleanup.
⚡ IN THIS ISSUE
Test whether a new visitor can understand your business in ten seconds
Rewrite your bio with a simple fill-in-the-blank formula
Choose one useful destination for your profile link
Turn three existing posts into a clear introduction to your business
Check the contact information that customers use to reach you
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🔬 TODAY'S FIELD TEST
TAKE THE TEN-SECOND TEST
Open your Instagram profile and imagine that you have never seen the business before.
Better yet, show the profile to someone who does not work for you. Give that person ten seconds to look at it. Then close the profile and ask four questions:
What does this business sell or provide?
Who does the business help?
Where does the business operate?
What should a customer do next?
Do not explain the profile before the test. The point is to learn what the profile communicates without your help.
If the person cannot answer at least three of the four questions, complete the five fixes below.
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📡 SIGNAL CHECK
YOUR PROFILE HAS A JOB
An Instagram profile is not merely a short biography. For a business, it is a small landing page.
Every part of the profile should help a potential customer answer one of these questions:
Is this business relevant to my problem?
Does it serve my area?
Does it appear credible?
How can I take the next step?
Your profile does not need to be clever. It needs to be clear.
You can update the profile name, biography, links, photograph, and other information through Edit Profile.
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🧪 THE EXPERIMENT:
THE 15-MINUTE INSTAGRAM PROFILE FIX
Set a timer for 15 minutes. Work through these five changes in order.
FIX 1: EXPLAIN THE BUSINESS IN THE PROFILE NAME
Time: 2 minutes
Your username identifies the account. Your profile name can give the visitor more information.
If your business name does not clearly explain what you do, add the service or business type to the profile name.
Instead of:
River City
Use:
River City Plumbing | Los Angeles
Instead of:
Oak & Ivy
Use:
Oak & Ivy Wedding Florist
Do not stuff the name with a long list of services. Add enough information to help the right customer understand the business.
FIX 2: REWRITE THE BIO IN PLAIN LANGUAGE
Time: 4 minutes
Many business biographies use slogans that sound pleasant but explain very little.
This biography does not give a customer enough information:
Quality you can trust. Your satisfaction is our passion. Contact us today!
Use this formula instead:
We help [type of customer] with [specific service or result] in [location or service area]. [One reason to trust the business.] Tap below to [next step].
For example:
We repair leaking pipes, clogged drains, and water heaters for homeowners in Portland and Beaverton. Family-owned and licensed in Oregon. Tap below to request service.
Or:
Custom wedding flowers for couples throughout Central Florida. More than 200 celebrations completed. Tap below to check your date.
A customer should not have to interpret a slogan or study nine posts to determine what the business does.
FIX 3: GIVE THE PROFILE LINK ONE CLEAR PURPOSE
Time: 2 minutes
Tap the link in your own profile and follow it as if you were a customer.
Ask these questions:
Does the page open correctly on a phone?
Does it match the promise in the biography?
Can the customer find the next step immediately?
Is the offer, appointment, menu, product, or contact information current?
Choose the destination that supports the most important action you want a visitor to take today.
That destination might be:
an appointment page
a request-a-quote form
a product or service page
a menu or reservation page
a newsletter subscription page
a page with several clearly labeled choices
Do not send people to a cluttered homepage if the page hides the action you want them to take.
FIX 4: USE THREE POSTS TO INTRODUCE THE BUSINESS
Time: 4 minutes
A new visitor should not have to scroll through months of holiday messages and unrelated photographs to understand your business.
Choose three existing posts or create three simple posts that answer these questions:
What do you do? Explain the main service and the customer problem it solves.
Why should someone trust you? Show a project, customer result, review, credential, or behind-the-scenes example.
How can someone work with you? Explain the first step, what happens next, and how to contact the business.
Pin those posts to the top of your profile. To pin an eligible post, open it, tap the three-dot menu, and select the option to pin it to your profile. If the wording is slightly different in your version of the app, look for a similar pin or profile option.
The three posts do not need matching colors or elaborate graphics. They need to answer the questions a serious customer is likely to ask.
FIX 5: CHECK EVERY WAY A CUSTOMER CAN REACH YOU
Time: 3 minutes
Pretend that you are ready to buy. Test every contact option displayed on the profile.
Check the following information:
telephone number
email address
physical address or service area
business category
website link
appointment or reservation button
current hours, if displayed
Send a test message through the normal customer path. Confirm that the message reaches an inbox someone actually checks.
A contact button that leads to an abandoned email account is worse than having no button. It creates the appearance that the business is ignoring customers.
REMOVE THESE FIVE CUSTOMER BLOCKERS
While you are editing, remove anything that creates confusion:
an expired promotion
an old link that no longer works
a slogan that replaces a description of the service
a biography filled with unexplained abbreviations
instructions such as “DM us” when nobody regularly checks direct messages
The best profile is not the profile with the most information. It is the profile that helps the right customer make the next decision.
THE FINISHED PROFILE CHECKLIST
Before you close Instagram, confirm that the profile includes:
a recognizable business name and photograph
a plain-language description of the main service
the customer or situation the business serves
the location or service area, when location matters
one trust-building fact
one clear next step
a working link
three useful introductory posts
accurate contact information
If all nine items are present, the profile is ready to support your future posts.
🎯 BEFORE YOU CLOSE THIS EMAIL
Open Instagram and complete the ten-second test.
If the profile fails, do not redesign the entire account. Rewrite the biography, repair the link, and select the three posts that explain what the business does, why customers should trust it, and how they can begin.
Then reply and tell me what you changed. What part of Instagram is giving your business the most trouble? What would you like me to explain in a future issue?
Your question may become the next Visibility Science field test.
Bottom line: More posts will not repair an unclear profile. Make the destination useful before you send more people to it.
❓ WHAT DO YOU NEED HELP WITH?
We want Visibility Science to help with the marketing problems you are actually facing—not the ones marketers assume you have.
Reply to this email and tell us:
What part of marketing do you need help with right now?
What have you been trying to figure out?
What would you like me to explain or show you in a future issue?
It can be a broad question or one very specific problem. Your reply may help shape one of the next experiments we work through together.
Marketing engineered for business growth.
Till next time,