Set up a profile people trust

Before someone follows you, calls, or books, they glance at your profile and decide in a few seconds whether you look real and right for them. This guide walks you through the parts of a profile that do that job: your name, photo, bio, link, contact details, and the posts people see first.

Before you start

• A business or professional account on the platform you’re setting up. Most platforms let you switch for free in the settings, and it unlocks contact buttons and post numbers.
• A clear logo, or a friendly photo of you if people buy from you personally.
• Your phone number, email, address or service area, and opening hours, exactly as they appear on your website.
• The one page you want people to visit, such as your booking page, shop, or website home page.
• About 30 minutes.

Want to do it yourself?

Difficulty

4 out of 10

Estimated completion time

45–90 minutes per profile

Skills you’ll need: Edit profile details, crop a clear photo, and check contact links from a visitor’s view.

I’ll do it myselfI’d rather get help

How this helps your brand

A recognisable profile helps people confirm who you are and how to reach you. A working link to the right website or booking page gives interested visitors a clear next step.

1. 1

   Step 1: Use a name people will search for

   Your display name should be the name customers know you by. If that name doesn’t say what you do, many platforms let you add a few words, such as “Rosa’s Kitchen | Catering”. Keep your username (the @handle) the same everywhere you can, so people can find you on each platform.

   Tip: Google Business Profile is the exception. Google’s rules say the name must match your real business name, with no extra words added. Adding a city or service to it can get the profile suspended.

2. 2

   Step 2: Pick a profile photo that reads at thumbnail size

   Your profile photo shows up as a small circle next to every post and comment, so it has to work tiny.

   • If people buy from the business, use your logo with plenty of space around it. Drop small words or a tagline; nobody can read them that small.
   • If people buy from you, such as a coach, a tradesperson, or a hairdresser, use a clear, well-lit photo of your face.
   • Use the same photo on every platform so people know they’ve found the right account.

   Tip: Check how it looks on your phone after you upload it. Most platforms crop photos into a circle, so the edges get cut off.

3. 3

   Step 3: Write a bio that answers three questions

   A good bio tells a stranger what you do, who it’s for, and what to do next. That’s it. Most bios are short, so every word counts.

   A simple pattern: what you do and where, who it helps or what makes you different, then the next step. For example: “Family-run plumbing in Leeds. Same-day call-outs, no call-out fee. Book below.”

   • Say it the way a customer would. “Wedding cakes” beats “bespoke celebration confectionery”.
   • Include your town or area if you serve local customers.
   • Leave out slogans and claims like “the best in town” that a stranger can’t check.

   Tip: The prompt at the end of this guide writes three bio options for you, sized for your platform. Pick one and edit it.

   Illustrated exampleThree lines that do three jobs

   Oak & Vale | Plumber@oakandvaleplumbing

   Example profile bio

   1 Family-run plumbing in Leeds.

   2 Same-day call-outs, no call-out fee.

   3 Book below.

   1 What and where

   A local customer can tell you serve their area.

   2 Why it helps

   A specific benefit for someone who needs a plumber today.

   3 What next

   One clear instruction to take the next step.

4. 4

   Step 4: Add one link and your contact details

   Choose one link and point it at the page you most want people to visit. A booking page or a shop usually does more than a home page. If you need several links, use a simple page on your own website that lists them, rather than sending people somewhere unfamiliar.

   Then fill in every contact field the platform offers: phone, email, address or service area, and hours. On a business account these often appear as buttons, such as Call, Email, Book, or Directions, which make it easy for people to get in touch.

   • Instagram: on a professional account, look for contact options and action buttons when you edit your profile.
   • Facebook: fill in your Page’s contact info and hours, and add an action button such as Call, Message, or Book.
   • TikTok: a business account lets you add contact details. A website link may only appear once your account meets TikTok’s requirements.
   • LinkedIn: on your company Page, add your website, industry, location, and a button such as Visit website or Contact us.
   • Google Business Profile: add your phone, website, hours, and service area or address, plus booking links if you take appointments.

   Tip: Make your name, address, and phone number match your website exactly, down to “Street” or “St”. Mismatched details confuse customers and can confuse search engines too.

5. 5

   Step 5: Choose what people see first

   New visitors scroll your top few posts before deciding. Most platforms let you pin posts to the top of your profile or save collections of Stories. Use these to answer the questions people ask before they buy.

   • A short post that says who you are and what you do.
   • Proof: a customer review, a before-and-after, or photos of your work.
   • How to buy or book: prices or a starting price, how it works, and how to get in touch.

   Tip: On Instagram these are pinned posts and Story Highlights. On Facebook, TikTok, and LinkedIn, look for an option to pin or feature a post. On Google Business Profile, add good photos of your work, your place, and your team, since there’s no pinned post.

   Illustrated exampleGive your first posts a useful order

   The first three posts a visitor sees

   1. 01 / Introduce
      Meet your local plumbers

      A photo of the team, what you do, and the area you cover.

      “Who are you?”
   2. 02 / Show proof
      A leak, before and after

      Two real work photos and a short explanation of the repair.

      “Can you help me?”
   3. 03 / Explain booking
      Here’s how to book

      Where to book, what details to send, and what happens next.

      “What do I do next?”

   Pin or feature these where your platform allows. On Google Business Profile, use photos of your work, place, and team.

6. 6

   Step 6: Check it like a stranger would

   Log out, or ask a friend to look at your profile on their phone. Give them ten seconds, then ask: what does this business do, who is it for, and how would you get in touch? If they can’t answer all three, fix the part that tripped them up.

   Tap every button and link yourself to make sure each one works.

   Tip: Menus and limits change often. If you can’t find a setting, search the platform’s official help pages for “edit business profile”.

I run [what your business does] in [your town or area, or “online”] for [who your customers are]. I’m setting up my business profile on [platform].

What makes us different: [one or two true things, such as same-day service or family-run since 2010]
What I want people to do next: [for example, book online, call, visit the shop]

Please:
1. Write three bio options that fit the length limit for [platform]. Each one should say what I do, who it’s for, and what to do next. Make them different from each other: one plain, one warm, one with a little personality.
2. Suggest a display name that includes what I do, if [platform] allows it. If it doesn’t, say so.
3. Suggest three posts to pin or feature at the top of my profile: one that introduces the business, one that shows proof, and one that explains how to buy or book. Give each a one-line idea and a short caption.

Write in plain, friendly English that sounds like a real small business, not an ad. Use only the facts I’ve given you. Don’t add awards, numbers, prices, or claims I haven’t mentioned.