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  • Terra Werner & Daniela Schrittenlocher

A Checklist to Create the Perfect Instagram Bio

Your Instagram bio is the first impression people will have of your business or brand when they visit your profile. It’s important to make it count!

A quick profile and bio audit is the very first thing I do during every new coaching package signup. Check this out! ⬇️

instagram profile audit diagram

Here’s a checklist to help you create the perfect Instagram bio. Plus one SUPER COMMON bio mistake you don’t want to make.

1. Choose the right profile picture.

Your profile picture is oftentimes the first thing people see, besides your posts obviously. Use a high-quality image that reflects your brand’s personality.

canva hack to create a perfect social media profile picture @elasmarketingservices tutorial

🚨 It should grab attention at first sight and be recognizable.

Think about who your brand is AND who your target audience is. Does your photo resonate with that?

If you are a business, use your logo but make sure it is the center of attention and clear, just like a face would be.

🤳🏻Watch this easy tutorial on how to make THE perfect profile picture using Canva!

2. Write a clear and compelling bio.

Your bio should be short, sweet, and to the point. Use clear and concise language to describe your brand and exactly what you do.

Be sure to answer these questions:

What do you do?

Who is it for?

What will I get? Why should I follow you?

How can I get it or work with you? (See #6 Add a CTA ⬇️)

Keep it simple and avoid duplicates.

3. Use keywords to optimize your bio.

Include relevant keywords in your bio to help users find you in search results. This will also help Instagram’s algorithm recommend your profile to users who are interested in your niche.

Instagram is evolving more into a search engine with every update. If you’re not using relevant keywords, you won't get found.

define your brand personality and keywords with the ELAS Marketing Services Brand Keywords Guide and Workbook available on Etsy

If you need help in this area, check out the Brand Keywords Guide and Workbook in the ELAS shop.

This workbook is full of actionable advice, instructions, questions and worksheets to determine and define your brand personality and niche keywords.

4. Add emojis for personality.

Emojis can add personality to your bio and make it more engaging. Use them sparingly to highlight key points and break up the text.

🚨 Only add a couple in your bio and save the rest for your captions.

5. Highlight your unique selling proposition.

What makes your brand or business unique? Use your bio to highlight your unique selling proposition (USP) and stand out from the competition.

6. Include a call-to-action.

Encourage users to take action by including a call-to-action (CTA) in your bio. This can be as simple as asking them to visit your website or follow your account.

Don’t forget to include your website link!

✨ You can add up to 5 links to your Instagram profile but only choose to do so if it makes sense for your business.

A “Linktree” and other link builders still offer more options and include visually pleasing designs.

Pro Tip: Keep it simple. I have seen link builders with excessive amounts of links added to them, which does not convert. Save this IG post for more do’s and don’ts!

7. Revisit and optimize your bio regularly.

Your brand may evolve over time, so it’s important to update your bio regularly to reflect any changes. Keep it fresh and relevant!

Test different variations of your bio to see what performs best. You can change the wording, CTA, or use different emojis.

📱 Analyze those Instagram Insights and iterate based on what generates higher engagement or drives more traffic to your desired destination.

8. Be authentic and personable.

Always remember to be authentic and personable in your bio. Show your brand’s personality and connect with your audience on a personal level.

Depending on who you are and what your goal is, it’s okay to add your favorite quote or your brand's tagline.

Bio Examples:

Lifestyle influencer:

Embracing the Beauty of Life, One Adventure at a Time

✨ Lifestyle Enthusiast I Wanderlust I Health & Wellness Advocate

✨ Spreading Positive Vibes and Inspiring Others to Live Authentically

💫 Join me on this Journey of Self-Discovery and Empowerment!

Skin care beauty brand:

Unlock Your Skin's Radiance

🌿 Discover the Power of Nature and Science for Healthy, Glowing Skin

🌿 Cruelty-Free, Ethical, and Sustainable Beauty

🌿 Join our Skincare Community and Embrace the Beauty Within!


Don’t add hashtags to your bio!

Don’t do it, unless you are a BIG NAME BRAND that is promoting a special cause or promotion!

Here’s why:

People tap on that hashtag, get dragged away and don’t come back to your profile.

Nope, don’t even use company hashtags in your profile! Use them in your captions.

Creating the perfect Instagram bio takes time and effort, but it’s worth it to make a great first impression on potential customers. Use this checklist to guide you and don’t be afraid to experiment until you find what works best for your brand!

If you want a professional profile audit & optimization done by me, book a session with me and let me take care of it for you 🙋🏼‍♀️


written by Terra Werner and Daniela Schrittenlocher

@ELAS Marketing Services LLC

Follow @elasmarketingservices for daily tips, facts and honest social media & marketing talk on Instagram.

Email us at with questions or topic requests.

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