If you’re selling online, you’re probably selling on Instagram. But your profile isn’t just a portfolio anymore — it’s a conversion tool, a mini-ecosystem, and the first impression for new leads who have no context for you yet.

After coaching hundreds of online entrepreneurs, here are the exact recommendations I make every time someone asks, “How do I make my Instagram work for me?”

1. Grow Your Reach with Industry-Adjacent Content & Relatable Moments

Let’s face it, growth isn’t just about effort. It’s about smarter alignment.

Industry-Adjacent Commentary

So many profiles get stuck speaking to an already-established audience. But what about the fresh faces who haven’t found you yet — the perfect fit for your offer? How do you reel them in?

One of the fastest ways to grow? Tap into conversations already happening outside of your direct niche but that still resonate with your ideal client.

Example: Imagine you’re a business coach for wedding photographers. A viral article about a wedding disaster hits the press — let’s say a mouse drops from the ceiling during the ceremony (yep, this really happened). Instead of ignoring it, hop on Instagram Reels and say something like:

“Okay, wedding photographers — what would YOU do? A. Keep shooting and capture the reactions? B. Duck and cover? C. Something more clever? Drop your thoughts below!”

This kind of content does three things:

1. Hooks people outside your bubble: it brings in fresh eyeballs.
   
2. Reinforces your authority: your perspective is on display.
   
3. Makes you highly shareable: people want to engage and share fun, relatable moments.
   

Relatable Moments & Humor

Your ideal client (ICA) doesn’t just want to hear about your product or service. They want to see your humanity.

How do you bring the human element into your Instagram?

✔️ Share a “day in the life” of your business — the highs, the lows, and the “you’ll never believe what just happened” moments. ✔️ Post about industry frustrations your audience can relate to (bonus points for light humor). ✔️ Lean into relatable humor — memes, reaction videos, or witty takes on daily struggles. This isn’t about trying to be a comedian; it’s about being genuine and connecting with your audience on a human level.

The more your audience feels seen, the more they’ll engage — and the more likely they are to stick around.

Insight-Driven Content

Want to make your audience hit the “Save” button? Offer them something valuable that ties back to your messaging.

Example: “Did you know customers are 60% more likely to buy when they feel informed — not pressured? Here’s how you can make your next post do the heavy lifting for you (without being pushy).”

This is the kind of share-worthy, educational content that positions you as the go-to expert in your niche.

2. Optimize Your Profile as a Digital Storefront

Your Instagram profile isn’t just your bio — it’s your mini website. Most cold leads will never scroll your feed first; they’ll land on your profile, and in seconds they’ll decide if you’re worth sticking around for.

So, how do you make sure your profile grabs their attention, holds it, and gets them to convert?

Profile Essentials

✔️ Bio: Make sure it clearly states who you are, what you do, and the transformation you create for your audience. This needs to be crystal clear — no ambiguity.

✔️ Pinned Posts:

• Your signature offer: This is your most important post — the one that leads straight to your sales funnel.
  
• A top-performing post: This could be a testimonial, a viral post, or something that showcases your personality.
  
• An introduction or story post: Share your journey to build trust and connection.
  

✔️ Highlights: Think of these as your “mini website” on Instagram. Organized sections that introduce who you are, how to work with you, and build your authority.

Examples of highlight categories:

• Work With Me
  
• Client Results
  
• Behind-the-Scenes
  
• Tips/FAQs
  

The goal here is to make it easy for a cold lead to say: “I get who they are, what they offer, and how they can help me.” They should be able to get the essential information in seconds without scrolling.

✨ Want to give your brand message real bite?

In my Define Your Unique Sales Edge masterclass, I’ll show you how to sharpen your positioning, create an offer that sells itself, and develop content that has people lining up to buy from you.
[Watch the masterclass on-demand →]

Pro Tip: The Conversion Equation

Here’s the sequence to make it work:
✅ Cold Lead lands on your profile.
✅ Your profile clearly explains your value.
✅ Your content consistently shows: Insight + Personality + Relatability
✅ They follow, engage, and eventually convert.

Closing Thought:

This isn’t about being the funniest, the most viral, or even having the best design. It’s about crafting a profile that reflects how buyers actually behave.

Be discoverable. Be clear. Be human.✨ Want more fresh, real-world insights like this? Subscribe to The Goods — my weekly newsletter where I share market shifts, strategy tweaks, and things I only tell my inner circle. Subscribe here