A good Instagram bio for a small business says what you do, where you do it and what to tap next, in 150 characters or fewer. That limit comes from Instagram's own Help Centre, so the bio has to be tight. Below are bio ideas by trade, written for UK businesses, with a note on what each one is doing so you can adapt it rather than copy it.
These are fictional examples, not profiles of real businesses. Swap in your own details, keep the structure, and read the result aloud. If it sounds like a slogan rather than something you would say to a customer at the counter, cut it back.
What should a small business put in its Instagram bio?
Most good business bios answer four questions, usually in this order.
- What do you sell or do? "Sourdough and pastries", "Emergency plumber", "Bridal hair and make-up".
- Where? A town, a postcode area or "UK-wide delivery". Local customers often search by place.
- Why you? One concrete detail, such as opening hours, a speciality or a guarantee you actually offer.
- What next? "Book below", "Order for collection", "Menu and directions below".
Your name field matters too. Instagram search looks at profile names and usernames, among other signals, so a name field such as "Rosie's Bakery, Frome" may help someone who remembers the town but not your handle.
Only include credentials, trading history, guarantees and offers that are accurate and that you can back up. Marketing on your own social media accounts can fall under UK advertising rules.
Instagram bio ideas for cafés, bakeries and takeaways
- "Sourdough, pastries and proper coffee in Frome 🥐 Open Tue to Sun from 8am. Order cakes for collection below"
- "Family-run fish and chips since 1987. Fish Friday specials. Menu, opening times and directions below"
- "Vegan Thai street food at Leeds Kirkgate Market. Thurs to Sat. Pre-order for collection below"
Hospitality customers usually look for three things first, which are what you serve, when you are open and how to order. Consider putting opening days in the bio, because people often check before they travel. If they change with the seasons, put them on your link in bio page instead, so you only update one place.
Instagram bio ideas for hair, beauty and nail salons
- "Balayage and colour correction in Didsbury. Fully booked? Join the cancellation list below"
- "Gel and BIAB nails, Bristol BS3. Tues to Sat. Book online below, no DMs for bookings please"
- "Bridal hair and make-up across Kent. 2027 dates open. Enquire below"
Salons get a lot of booking requests in messages, which are hard to keep track of. Saying where bookings go, and that they don't go in DMs, saves you time. The "cancellation list" idea works well when you are booked up, because it gives a busy profile something useful to offer.
Instagram bio ideas for trades and home services
- "Gas Safe registered heating engineer, Sheffield. Boiler servicing and repairs. Quotes via WhatsApp below"
- "Kitchen and bathroom fitting across Surrey. Before and after in our Story Highlights. Free quotes below"
- "Mobile dog grooming, Norwich and villages. Book a slot below"
For trades, the bio is a trust check as much as a sales line. If you hold a registration that customers look for, such as Gas Safe, say so, but only if it is current. Customers can check an engineer's registration on the Gas Safe Register. Pointing to highlights works because people want to see finished jobs before they ask for a quote.
Instagram bio ideas for shops, makers and market stalls
- "Handmade silver jewellery, made in Cornwall. Shop online or find us at Truro market on Saturdays"
- "Independent bookshop in Hebden Bridge. Signed copies and events. Reserve a book below"
- "Vintage clothing, new drops every Friday at 7pm. Shop the latest drop below"
If you sell through your own website, a marketplace such as Etsy, a market stall and a list of stockists, a single website link starts to feel cramped.
Instagram bio ideas for pubs, venues and events
- "Village pub with rooms in the Cotswolds. Sunday roasts, dogs welcome. Book a table or a room below"
- "Live music Thurs to Sat in Glasgow's Merchant City. Tickets and what's on below"
- "Wedding venue in the Peak District. Viewings by appointment. Brochure below"
A venue usually needs at least two links, because table bookings and event tickets often live on different systems. "Below" only works if there is something below worth tapping.
How many links can you put in an Instagram bio?
Instagram lets you add up to five websites to your profile, according to its Help Centre, or up to 20 with a Meta One subscription. You add them under Edit profile, then Links. Business profiles may also be able to add action buttons, such as Book now or Reserve, through supported partner services, under Edit profile and then Public business information. What is available depends on the account, the partner and the region, so check which options appear on your profile.
Five links can still be harder to organise than one clearly labelled page. For a café with a menu, opening hours, a booking page and a delivery app, a single link in bio page often reads better than five bare links. Digily Link's free plan includes 5 bio link pages, with link buttons, an opening hours block and room for a WhatsApp button, and pages can use the short digily.bio address.
Instagram bio mistakes small businesses make
- Writing a slogan nobody would say out loud, such as "Passionate about excellence", instead of what you sell.
- Leaving out the place. Local customers need to know where you are.
- "Link in bio" with no clue what the link is. Say "Menu and booking below".
- Out-of-date details. Old opening hours or a 2024 offer tell people the account isn't looked after.
- Filling the bio with hashtags that take up space without helping customers.
Frequently asked questions
How long can an Instagram bio be?
Up to 150 characters, according to Instagram's Help Centre. Emojis and spaces count towards the limit.
Should I use emojis in a business bio?
One or two can help people scan the bio, such as a pin before your town or a clock before your hours. More than that gets hard to read on a small screen.
Do Instagram profile links count towards the 150 characters?
No. Links you add under Links sit in their own field, separate from the bio text.
Can I put a WhatsApp link in my Instagram bio?
Yes. Add a wa.me link as one of your profile links, or as a button on your link in bio page.
Where do I put my opening hours?
In the bio if they rarely change. If they change often, put them on your link in bio page, which you can update without editing the profile.
Should my bio say "DM to order"?
Only if you reply quickly and can manage orders in messages. Many small businesses find a booking or order link easier to keep track of.
How often should I update my Instagram bio?
Whenever something a customer needs changes, such as hours, a new location or your main offer. Check it at least every season.
Want one tidy link for your menu, bookings and directions? See how a Digily Link link in bio page works.
Instagram limits from the Instagram Help Centre, checked on 19 October 2026. Example businesses are fictional.
