Name, avatar and bio
Use a recognisable name and a clear avatar. Explain what you sell, who it is for and where you operate. Replace generic quality claims with information that helps someone choose: the product category, service format or delivery area. Finish with a clear next step, such as sending a message or following a link.
Highlights should answer questions
Create separate highlights for the product, ordering, payment, delivery and reviews. For a service, show the process and how to book. Use titles that explain their contents. There is no need to fill a fixed number of highlights: keep the ones that help a prospective customer.
Posts that explain the offer
Show the product in use, what is included, details and answers to common questions. For a service, explain the stages and what the client needs to do. Use your own photos and videos; publish reviews with permission and without personal information. Avoid a universal posting quota: keeping useful information accessible matters more.
Keep the ad and profile consistent
If an ad promotes a specific product, make that product easy to find on the profile. Check that price, availability, location and terms agree with the ad. A link should open the relevant page rather than force the visitor to search for the offer again.
Walk through the journey on a phone
Open the profile as a new visitor would. Is the product clear without a manager explaining it? Are the terms easy to find? Check links and messages, and agree who will reply to enquiries. Track an ad click and a received message as separate actions.