The bio is read at one moment: a stranger just saw your Reel and taps your profile deciding — in seconds — follow, buy, or forget. 150 characters must answer three questions. Most bios answer none.
The formula
Line 1 — who and where: “Specialty coffee · Prague 7” beats any slogan. Line 2 — the differentiator: what a competitor couldn’t paste into their bio: “roasted in-house since 2019”, “English-speaking dentists”. Line 3 — one action: “Book below ↓” pointing at the link. One action — a bio ending in three arrows points nowhere.
The trick most businesses miss
The name field is searchable separately from the handle. “KAVA·Coffee Prague” gets found by people searching “coffee Prague” inside Instagram; a cute handle alone doesn’t. Put your service and city there — it’s free search placement.
What to cut
Slogans that describe nothing (“Living the dream ✨”), award abbreviations nobody decodes, and the fifth emoji. The bio’s job is routing, not poetry — and the link it routes to finishes the sale. We rewrite bios as part of profile setups — smallest text, fastest fix.
Frequently Asked Questions
Who you serve and where, one real differentiator, and one action pointing at the link.
The name field is searchable — 'service + city' there wins Instagram searches your handle never enters.
One — three arrows point nowhere; a single 'Book below' routes.
Empty slogans, undecoded abbreviations and emoji clutter — the bio routes, it doesn't rhyme.
Always for local business — 'Prague 7' filters in exactly the strangers who can become customers.
The offer line can rotate seasonally; identity lines stay — stability plus freshness.
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