All the discovery work in the world ends at your profile. If it does not answer "what is this and is it for me" instantly, the traffic converts at a fraction of what it should.
1. The name field is searchable
On Instagram, the name field — not the handle — is indexed by search. Putting your actual subject in it ("Maya · Sourdough Baking") makes you findable for the thing you do. A large share of accounts waste this field on a repeat of the handle.
2. The first bio line does the work
Say what you make and who it is for, in plain words, first. Personality afterwards. A bio opening with three emoji and a life motto tells a visitor nothing they can act on.
3. Pinned posts are your shop window
Pin the three posts that best represent what someone would get by following. Not your three highest-performing posts — the three most representative. Viral posts are frequently unrepresentative, and pinning them attracts followers who then get something different.
4. One link, one action
Link pages with fourteen destinations convert badly. Decide the single most valuable action a visitor could take and make that the link.
How to test it
Show your profile to someone unfamiliar with your work for two seconds, then ask what you do. Their answer is your actual positioning, regardless of what you intended.