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Your social media profiles are often the first place a potential customer goes to check your business out. A profile that's incomplete, inconsistently branded or clearly out of date sends the wrong signal before you've had a chance to say anything.
Profile optimisation ensures every platform you're active on presents your business well. Complete information, clear and on-brand imagery, a compelling bio, and the right calls to action — so your profiles create the kind of first impression that encourages people to follow, engage, and ultimately get in touch.
Profile optimisation is the process of reviewing and improving all the elements of a business’s social media profiles — including profile and cover images, bio or description, contact details, website links, category selection and any platform-specific features such as pinned posts, highlights or service listings. The aim is to ensure each profile creates a strong first impression, communicates clearly what the business does, and includes the calls to action needed to convert profile visitors into followers, website visitors or enquiries.
You need this when different people are managing different accounts and the brand voice sounds different across each one, when you’ve never documented how your brand should communicate on social, or when agencies or freelancers managing your accounts need clear guidance on tone, language and content standards. A social media brand guide is the guardrail that keeps your social presence consistent regardless of who’s posting.
This service includes the development of a social media brand guide covering tone of voice, content principles, visual standards, platform-specific guidance, dos and don’ts, and example posts. Delivered as a formatted reference document for use by internal teams, agencies and freelancers managing your social presence.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The process of reviewing and improving every element of a business’s social media profiles — bio, imagery, links, contact information and platform-specific features — to improve discoverability, communicate the brand proposition clearly and convert profile visitors into followers or enquirers.
Profile photo (consistent with brand, correct dimensions), cover or header image (visually compelling and on-brand), bio or about section (clear statement of what the business does and for whom, with relevant keywords), website link, contact details and any platform-specific fields.
On platforms with search functionality (Instagram, TikTok, Twitter/X), keywords in the bio affect whether the profile appears in search results. A bio optimised with the terms your target audience searches for increases the likelihood of the profile being discovered by non-followers.
Platform-dependent. Instagram allows up to 150 characters — which should communicate who you serve, what you do and a call to action. LinkedIn Company Page about sections allow 2,000 characters — supporting a fuller brand story and keyword-rich description.
At minimum annually, and whenever there is a change to the business’s services, branding, contact details or key messages. Profile imagery should also be updated when the brand’s visual identity evolves.
A landing page (using tools like Linktree, Beacons or a custom page) that aggregates multiple links behind a single URL — used on platforms that allow only one link in the bio (primarily Instagram). Effective for routing profile visitors to specific pages, resources or offers.
Instagram: highlights (story archives), action buttons (book, contact, reserve). LinkedIn: featured section (pinning key posts or links), services section, languages. Facebook: call-to-action button (enquire, book, call). TikTok: verified category badge where applicable.
Yes. Cross-platform brand recognition is improved when the same logo or brand mark is used consistently as the profile photo across all platforms. This is particularly important for businesses where the same audience may encounter the brand on multiple platforms.
By tracking profile visits before and after optimisation (available in platform analytics), website clicks from the bio link and follower growth rate. A profile that is more clearly communicating its value proposition should convert a higher proportion of visitors to followers or website visitors.
Yes. A clearly optimised bio that uses the right keywords and communicates the brand’s specific value to the right audience attracts more relevant followers through search and suggested account features — delivering growth with better audience quality.