The Ultimate Instagram Setup Guide for Wellness Brands: Maximize Your Reach and SEO in 2025

Instagram has evolved far beyond the days of aesthetic feeds and random hashtags. In 2025, it’s a full-fledged discovery platform—especially for wellness and lifestyle brands. If you're in the business of coaching, healing, mindfulness, or holistic health, your Instagram profile is often the first impression people get of your brand.

This guide is designed to help you set up or audit your Instagram account for maximum visibility, trust, and searchability.

Why Setup Matters More Than Ever

Instagram’s 2024 update introduced advanced SEO capabilities, meaning your account isn’t just being indexed on Instagram—it can also appear in Google searches. That means your bio, profile name, alt text, and captions all contribute to search engine discoverability.

If your Instagram isn’t optimized, you’re missing out on organic traffic, leads, and potential collaborations.

Step-by-Step: Set Up Your Instagram Account for Performance

1. Switch to a Business or Creator Account

Benefits include:

• Access to insights & analytics

• Ability to run ads

• Contact buttons

• Industry classification (like “Health & Wellness Website”)

Pro Tip: Choose “Creator” if you’re an individual coach, healer, or facilitator. Choose “Business” if you run a product-based or service-based brand with a team.

2. Craft a Keyword-Rich Name and Handle

The “Name” field (NOT the username) is searchable on both Instagram and Google. Use it strategically.

Example: Instead of just “Ella Dawn Burgess,” use:“Ella | Marketing Strategist & Branding Expert” (as an example).

This improves discoverability when people search for terms like “wellness coach,” “Instagram strategist,” or “Holistic brand expert.”

3. Write a Bio That Converts

You have 150 characters—make them count.

Your bio should communicate:

• Who you help (e.g. “Helping burnt-out women reclaim their energy through holistic habits.”)

• What you offer (e.g. “Retreats | 1:1 Mentorship | Free Workshops”)

• A strong CTA (e.g. “Start your wellness journey ↓”)

Include a link in bio tool like Linktree, Stan Store, or Beacons for accessibility.

4. Optimize Highlights & Covers

Highlights act like your website's navigation bar. They’re the fastest way for new visitors to understand your brand.

Must-have highlight categories for wellness brands:

• About

• Client Results or Testimonials

• Offers/Packages

• Free Resources

• FAQ

• Retreats/Events

• Reviews

Design branded covers using Canva to maintain consistency.

5. Alt Text: Instagram’s Hidden SEO Power

Every time you upload an image or reel, you can edit the alt text. This feature was built for accessibility—but it’s also an SEO goldmine.

Describe your content using searchable terms, not generic words.

Instead of: “Ella posing in nature”Use: “Holistic wellness coach in Ontario teaching energy healing practices”

6. Caption Best Practices for SEO

Instagram now surfaces posts in search based on keywords in captions. Here’s how to optimize:

• Use 1–2 longtail keywords per post

• Don’t bury your keywords—use them early in the caption

• Write for humans, not bots. Context still matters.

• Use 5–10 strategic hashtags (niche + location + intent-based)

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Example:“Feeling anxious today? Try this 5-minute breathwork routine to reset your nervous system. These wellness techniques are scientifically proven to calm the mind and regulate stress hormones.”

7. Use Location Tags Strategically

Tagging your location isn’t just for businesses with a physical address. It helps Instagram recommend your posts to nearby users and improves local discoverability—great for coaches offering in-person retreats, events, or ceremonies.

8. Pin Your Best Performing Posts

Your top 3 pinned posts are like your home page. Choose ones that:

• Introduce you or your brand

• Share a strong result or testimonial

• Provide a high-value tip or hook (something highly shareable or saves-driven)

  
  

9. Enable Contact Buttons & Actionable Links

Make it easy for people to reach you. If they’re confused or forced to dig through your content to figure out how to book, they’ll bounce.

Use the “Email” and “Book Now” buttons whenever possible.

Advanced Setup Tips

• Add keywords to your Reels captions and titles—especially for educational content

• Keep a consistent colour palette and font theme for all your visuals

• Integrate audio branding or recognizable formats (e.g., your “Monday Mindset” series)

• Repurpose content from your newsletter or blog using Instagram Guides

  
  

Final Thoughts

Instagram in 2025 is more than a visual platform—it’s a search engine, content portfolio, and sales funnel in one. A professional, SEO-optimized setup will help your wellness brand stand out, rank higher, and connect with the people who need your work most.

If you’re not sure how optimized your profile is, start by auditing the basics in this guide or reach out for a personalized Instagram audit. Setting your foundation right makes everything else—content, growth, conversions—10x easier.