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For professionals · Getting booked

Instagram to booking page: the whole funnel

The funnel has four steps and most professionals lose people at the third. Somebody sees your work, they look at your profile, they look for a way to book, and they book. Photographs solve the first step. The link in your profile solves the third, and it should go directly to your booking page rather than to a page about you.

Put the booking link in the profile itself, not only in a post. A post scrolls away within a day; the profile is where somebody goes when they have decided.

Answer 'how much' and 'where' before they ask, because those are the two questions that make people give up and message a competitor instead. Prices live on your booking page — say so in the profile and let the page do the work.

Do not take bookings in direct messages. It feels responsive and it costs you: no reminders, no deposit, no cancellation terms, no record, and an hour a day retyping availability. Reply once with the link. 'Everything I have free is here' is a complete answer and it takes ten seconds.

Then look at which posts actually produce bookings rather than which get the most attention. A well-lit before-and-after of ordinary work usually converts better than the dramatic transformation, because most clients are booking ordinary work.

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