Content revised 21 October 2026.
An Instagram plan should give suitable people a useful reason to visit the website. Start with a clear offer and the contact or link routes actually available to the account.
Prepare the profile and destination
Use accurate identity and an approved description. Check the live link, relevant landing page and mobile next step. Do not assume a format or feature from an old article exists for every account.
Publish purposeful content
Use original or permitted media that explains a product, process or question. Keep the message and destination consistent. Artificial followers and repeated unsolicited promotion do not establish a relevant audience.
Review useful actions
Compare content response, outbound activity and qualified enquiries where the measurement supports it. A follower increase is different from a customer increase, and social activity does not guarantee Google rankings.
Official guidance: Instagram authenticity and content guidance.