What to Include in Your Instagram Bio to Get More Clicks and Follows

Your Instagram bio is tiny but mighty. In just a few lines, you’re answering the unspoken question every visitor is asking: “Is this for me?” 🤔

If your profile views aren’t turning into clicks, follows, or conversions, your bio might not be pulling its weight. The good news? A few strategic tweaks can make a major difference.

This post breaks down exactly what to include in your Instagram bio to make it more discoverable, clickable, and aligned with your goals + plus why optimizing it regularly should be part of your marketing strategy.

Why Your Bio Matters

Most people only glance at your bio for a few seconds before deciding what to do next. In that short window, your bio needs to communicate:

• Who you are

• What you offer

• Who it’s for

• What they should do next

When your bio is clear and focused, it builds trust fast—and trust leads to action. But when it’s vague, cluttered, or outdated, people move on.

And here’s the key:
Your bio isn’t a “set it and forget it” situation. Just like your content strategy, your bio should evolve as your offers, audience, or goals shift.

That’s why I recommend doing a quick review and refresh at least every 6 months.

In addition to real people scanning your profile to decide if you're worth the follow, your Instagram bio also sends important signals to the algorithm.

Instagram uses the keywords in your bio to help understand what your account is about and who might want to see your content. If your bio isn't clearly communicating what you offer and who you're for, the algorithm may struggle to place your content in front of the right audience.

Translation: If your bio isn’t saying what it needs to say, you’ll have to work harder to reach the people you’re trying to attract.

The 5 Elements of a High-Converting Instagram Bio

1. A Clear, Keyword-Friendly Name Field

Your “Name” field is searchable, which meaning it helps you show up in Instagram’s search bar.

Instead of just your name or brand: Use keywords your ideal audience might be searching for.

Examples:

• “Vermont Wedding Photographer”

• “Sustainable Skincare”

• “Non-Profit Marketing Coach”

Think of it as your SEO boost inside Instagram.

2. A Short, Strong Value Statement

This is your “what you do + who you do it for.”

It should answer:

• What do you offer?

• Who is it for?

• Why does it matter?

Example:
Helping small business owners simplify social media ✨
Organic skincare made for sensitive skin
Vermont coffee shop serving community & good vibes

Make it friendly, clear, and on-brand.

3. Strategic Use of Emojis or Line Breaks

Use emojis to guide the eye or reinforce your message - not just to decorate.
Line breaks help your bio feel clean and readable (especially on mobile).

Example layout:
Helping artists sell more prints 🖼️
💌 Digital products + email templates
👇 Free guide for new creators

4. One Clear Call-to-Action (CTA)

Your CTA tells people what to do next.

Good CTAs:

• “Shop the collection”

• “Book a free discovery call”

• “Download the free checklist”

• “Subscribe for weekly tips”

• “Visit us IRL in [City]”

Make it direct, benefit-focused, and relevant to your goal.

5. Curated, Purposeful Links (Yes—Up to 5 Now!)

Instagram now lets you add up to five clickable links in your bio—so it’s time to think strategically about what to include.

Rather than listing everything you could link to, focus on what’s most relevant to your goals right now.

Here are a few great link ideas to consider:

🌐 Your website homepage or shop

📥 A lead magnet or freebie (like a downloadable checklist or guide)

📅 An event registration page (upcoming markets, classes, or fundraisers)

📣 A waitlist or pre-order page

✍️ Your latest blog post, podcast episode, or press feature

💡 Pro Tip: Put your priority link first, because most people will only click one. Make sure your CTA in the bio aligns with the top link in the list.

And just like everything else in your bio, update your links every few months to reflect what’s current and most valuable for your audience.

Why You Should Refresh Your Bio Every 6 Months

Your business is always evolving and your bio should evolve with it.
Every 3–6 months, take a few minutes to run through this checklist:

✅ Am I offering the same services/products?
✅ Has my target audience shifted?
✅ Do I want people to take a different action?
✅ Is my link still aligned with my current goal?
✅ Do my keywords reflect what I want to be found for?

These quick check-ins keep your profile fresh, relevant, and focused on conversion.

Final Thoughts

Your Instagram bio may be short, but when it’s optimized, it can do some serious heavy lifting. It’s often your audience’s first impression and first impressions matter!

Keep it clear. Keep it focused. And revisit it regularly to make sure it still aligns with who you are and what you’re building.

Need help writing or refreshing your Instagram bio? We’ve got you, just reach out or book a one-time social media strategy session with me.