Playbook Profile Optimisation

Profile Optimisation Playbook

Use When

• Build or improve a repeatable Profile Optimisation workflow for a client or delivery team.
• Turn an approved objective into roles, controls, handoffs and measurable actions.

Do Not Use When

• The task is a single-channel presence plan; use the closest platform-* skill.
• The task is upstream positioning or channel choice; use the closest strategy-* skill.

Required Inputs

Capability and Permission Boundaries

Read supplied artefacts and search relevant evidence. Treat review, audit and planning as read-only. Editing the requested draft is allowed; publishing, messaging, production changes, personal-data processing, spending, destructive actions and certification claims require explicit authority. Use network access only for authorised verification.

Degraded Mode

If accounts, files, network, rendering or current evidence are unavailable, return the narrowest useful qualified Profile Optimisation playbook plus an evidence-gap list. Mark each unavailable check not assessed; never convert it into a pass.

Decision Rules

Workflow

1. Confirm the consumer, objective, market, decision owner and permission boundary; stop if the objective or owner is missing.
2. Inspect supplied evidence and verify volatile claims; record missing inputs rather than filling them with assumptions.
3. Apply the decision rules, preserve useful existing material and draft the Profile Optimisation playbook.
4. Test each action against platform, privacy, safeguarding, brand and approval constraints; stop and escalate a blocking risk.
5. Run the quality and anti-slop gates. If a check fails, correct the draft and rerun it before handoff.

Outputs

Evidence Produced

Quality Standards

Use British English and the specified market context. Recommendations must be executable with the stated capacity, current claims must be verified or qualified, and acceptance conditions must be observable. A worked example must use a labelled scenario, not fabricated client evidence.

Anti-Patterns

• Inventing a client fact, benchmark, budget or approval. Fix: cite the source or label the assumption and its effect.
• Copying one channel or client pattern unchanged. Fix: tie each choice to the named audience, objective and evidence.
• Stating volatile platform or legal details from memory. Fix: verify the current official source or omit the claim.
• Treating an inaccessible account, file or metric as healthy. Fix: mark it not assessed and bound the conclusion.
• Publishing, spending, messaging or changing production state from planning authority. Fix: obtain explicit action authority.
• Delivering actions without owner, timing or acceptance. Fix: assign all three or return the item as an unresolved gap.

References

• Anti-AI-slop production gate
• East African English standard
• Use the directly cited sources and companion skills in the domain guidance below; verify time-sensitive claims before use.

Required Input

Collect the following before generating the audit and action plan:

• Client business name — trading name and legal name if different
• Industry — sector and sub-sector (e.g. financial services: SACCO)
• Country / city — default: Uganda / Kampala
• Primary goal — brand awareness / lead generation / product sales / professional credibility
• Active platforms — list every platform where the client has a presence (Facebook, Instagram, LinkedIn, WhatsApp Business, TikTok, X/Twitter, YouTube, Google Business Profile)
• Current bios / About text — paste the existing copy from each platform; if unavailable, note "not reviewed"
• Brand assets available — logo file (format and resolution), brand colours (hex codes), professional photography (yes/no)
• WhatsApp Business number — with country code (e.g. +256 700 000000)
• Website URL — primary domain; note if no website exists

Universal Principles

Apply these standards to every platform before addressing platform-specific requirements.

Profile Photo

• Use the business logo for product, retail, hospitality, and service brands
• Use a founder headshot for consultants, coaches, speakers, and personal brands
• Upload at the highest resolution available — minimum 400×400px for all platforms
• Ensure the logo has adequate padding from any circular crop — the outer 15% of the image is typically cropped on mobile
• Avoid text in the profile photo; it becomes illegible at thumbnail size
• Use the same image across all platforms — visual consistency builds recognition; a visitor who finds you on LinkedIn after Instagram should recognise the brand immediately

Cover / Banner Image

The cover image is the largest piece of owned real estate on any profile. It must communicate the brand promise, not just look attractive.

• Include the brand name and tagline unless the profile photo already makes the brand unambiguous
• Feature a CTA or value statement ("Order via WhatsApp · +256 700 000000" or "Free consultations available")
• Maintain consistent brand colours, typography style, and imagery across all platforms
• Refresh the cover image for major campaigns, product launches, or seasonal moments — treat it as a free advertising panel

Username / Handle

• Use the exact trading name wherever possible — no underscores, numbers, or punctuation unless the name is already taken
• If the preferred handle is taken, append a simple suffix: .ug, .kampala, or .africa — avoid _official, _real, or year numbers
• Claim the same handle across all platforms even if a platform is not currently active — brand squatting is common and handles cannot always be recovered
• Where a platform indexes the username for search (Instagram, TikTok), include a primary keyword in the display name field rather than the handle

Bio Copy — WHO-WHAT-WHO-CTA Formula

Apply this four-part structure to every bio, adapting length and tone to the platform's character limit:

1. WHO you are — the business name and category ("Uganda's leading organic skincare brand")
2. WHAT you do — the specific service or product ("Hand-pressed oils and creams made in Kampala")
3. WHO you serve — the target audience ("For women who want results without harsh chemicals")
4. CTA — one clear next action ("Order via WhatsApp — link below")

Avoid vague descriptors: "passionate", "innovative", "dedicated". Every word must earn its place. Write in plain, direct language. Apply the register from east-african-english.

Link Placement

• Every platform that allows a clickable link should point to a WhatsApp direct link (wa.me/256XXXXXXXXX) for service businesses, or a link aggregator (Linktree, Beacons, or equivalent) for businesses with multiple destinations
• A link aggregator should contain no more than 4–5 options to avoid decision fatigue: website, WhatsApp, current offer, top product/service, and optionally a recent post or video
• Update the link destination when running a campaign — stale links erode trust

Platform-by-Platform Audit Checklist

For each platform, review every element. Mark each as: Done / Needs Update / Missing.

Instagram

Instagram-specific notes:

• Switch to a Business account for brands running paid promotions, accessing Instagram Insights, or linking a Facebook Page. Choose Creator for individual influencers, consultants, and public figures who want access to creator-specific analytics and the Creator Marketplace.
• The display name (not the username) is indexed in Instagram search — place the primary keyword here (e.g. username: @kampalaskincare, display name: Kampala Skincare | Organic Beauty).
• Structure the bio across three visible lines using line breaks (press Return on mobile). Line 1: value proposition. Line 2: credibility signal or differentiator. Line 3: location + CTA referencing the link.
• Highlights should cover the client's most important content categories: Services, Reviews/Testimonials, FAQs, Behind the Scenes, Current Offer. Name each with a single noun where possible ("Services", not "Our Services & What We Do").

Facebook Page

Facebook-specific notes:

• Claim the vanity URL immediately — go to Page Settings > Page Info > Username. Use the trading name. Once claimed, it cannot be transferred to another account.
• The action button defaults to "Follow". Change it to "Send WhatsApp Message" for EA clients — this is the highest-converting action for most service businesses. Alternative: "Call Now" for businesses where voice calls are primary; "Learn More" with a link for content-heavy brands.
• Complete every field in the About section — Facebook surfaces these in search results and Google indexes them. An incomplete About section signals an inactive or untrustworthy page.
• The pinned post should be updated at least quarterly. Use it for: a current promotion, a brand introduction video, a high-performing testimonial, or a service menu.

LinkedIn Company Page

LinkedIn-specific notes:

• The first 156 characters of the About section appear in the LinkedIn search snippet and in Google search results — treat these as a meta description. Open with the most important keyword and value proposition.
• Specialities (found under Edit Page > Overview) function as tags that improve discoverability in LinkedIn search. Add up to 20 relevant terms — include both broad terms ("digital marketing") and specific terms ("social media management Uganda").
• For personal profiles used for business development, complete the Featured section with links to the company website, a recent case study, a credentials deck, or a published article. This is often the first thing a prospect reads after the About summary.

WhatsApp Business

WhatsApp Business-specific notes:

• The About field is visible to anyone who opens the business profile. Write it as a one-line promise: what the business does and how to engage ("Quality catering for events in Kampala. DM to book a tasting."). Do not waste characters on "Welcome to our page."
• The wa.me link format is: wa.me/[country code without +][number] — e.g. wa.me/256700000000. This link can be added to every platform bio, email signature, and printed collateral.
• A Catalogue is the WhatsApp equivalent of a shop window. Even service businesses should list 3–5 offerings with clear names, short descriptions, and prices (or "Price on enquiry"). Clients who browse the catalogue before messaging are warmer and convert faster.

TikTok

TikTok-specific notes:

• 80 characters is a severe constraint — there is no room for the full WHO-WHAT-WHO-CTA formula. Lead with the strongest hook: either a bold claim ("Uganda's #1 vegan chef") or a direct CTA ("Watch. Learn. Order 👇").
• Switch to a TikTok Business account for access to analytics, the Business Content Hub, and the ability to add a link in bio without the follower threshold.
• Video thumbnail consistency — while not a profile field, the visual style of the first 6–9 videos visible on the profile grid functions as a portfolio. Consistent typography, colour, or framing style signals a professional presence.

X / Twitter

X/Twitter-specific notes:

• The bio on X is indexed by search engines. Include the business name, primary service, and location. Use plain language over jargon. Example: "Certified accountants in Kampala helping SMEs manage tax and compliance. DM for a free first consultation."
• The pinned post is the first post a profile visitor reads. Pin a high-performing post, a current offer, a client testimonial, or a thread that demonstrates expertise. Update it when running a campaign.
• Apply for Professional account status to access the Category label shown below the bio — this signals legitimacy and improves discoverability, particularly for B2B and professional services clients.

YouTube Channel

YouTube-specific notes:

• The first 150 characters of the channel description appear in YouTube search results — write these as a clear, keyword-rich statement of what the channel covers and who it is for.
• The channel art safe area (1,546×423px centred within the 2,560×1,440px canvas) is the only part of the banner guaranteed to be visible across all devices. Keep all text and key visuals within this zone.
• A channel trailer is shown only to non-subscribers. It should answer three questions in under 90 seconds: Who is this channel? What will I learn or gain? Why should I subscribe? End with an explicit subscribe CTA.

Google Business Profile

Cross-reference platform-google-business-profile for a full optimisation guide. At a minimum, ensure:

Action-Prioritised Improvement Plan

After completing the audit, generate a three-tier improvement plan.

Priority 1 — Fix Within 48 Hours (Critical gaps)

These issues actively damage credibility or prevent conversion:

• Profile photo missing or of very low resolution — upload immediately
• Bio missing or defaulted to placeholder text — write and publish the WHO-WHAT-WHO-CTA version
• No link in bio or link is broken — configure WhatsApp direct link or Linktree
• WhatsApp number not visible on any platform — add to every About/bio field
• Facebook action button still set to "Follow" — change to "Send WhatsApp Message"
• Personal Instagram account used instead of Business/Creator — switch account type

Priority 2 — Complete Within One Week (Optimisation)

These items are present but underperforming:

• Bios that exist but do not follow WHO-WHAT-WHO-CTA — rewrite using the formula
• Cover images that are generic stock photos or blank — design branded covers for each platform
• Usernames inconsistent across platforms — where possible, standardise (note: some platform name changes require meeting follower thresholds or are subject to availability)
• Display names not keyword-rich on Instagram and TikTok — update to improve search indexation
• Instagram Highlights not created or labelled inconsistently — create 5–8 Highlights with branded covers
• LinkedIn specialities not filled in — add 20 keywords
• WhatsApp Catalogue not set up — add minimum 3 products/services
• YouTube channel description leading with non-keyword text — revise first 150 characters

Priority 3 — Implement Within One Month (Polish and strategy)

These items elevate a good profile to an excellent one:

• Create a Facebook pinned post featuring the current offer or a brand introduction video
• Configure a channel trailer on YouTube for non-subscribers
• Set greeting and away messages on WhatsApp Business
• Update cover images across all platforms for consistency of visual style
• Apply for Professional/Business account status where available (X, TikTok)
• Schedule a quarterly review of all profile elements — bio, cover image, pinned post, link destination

Deliverable Format

Produce two documents for the client:

1. Profile Audit Report — the completed checklist above with each item marked Done / Needs Update / Missing, plus a brief note on each gap found
2. Action Plan — the three-tier improvement plan, customised with specific rewrite copy for each bio where "Needs Update" was flagged, and specific cover image briefs for any platform where the cover is missing or outdated

Both documents are formatted for a client-facing PDF or Google Doc. Use plain language; avoid technical jargon. Include the rewritten bio copy as a ready-to-publish draft — the client or their team should be able to paste it directly into each platform.

Quality Criteria

Output meets the standard for a billable consultancy deliverable when it satisfies all of the following:

• Complete platform coverage — every active platform the client provided is audited; no platform is skipped or given a cursory one-line review
• Specific, actionable findings — each gap is described precisely ("Instagram bio reads 'Welcome to our page' — rewrite required") not vaguely ("bio could be improved")
• Ready-to-publish bio copy — the WHO-WHAT-WHO-CTA formula is applied to produce complete draft bios within each platform's character limit, not just a description of what should be written
• Prioritisation is evidence-based — Priority 1 items are genuinely blocking conversion or credibility; the tiers are not arbitrary
• Platform character limits respected — Instagram 150, TikTok 80, WhatsApp About 139, X/Twitter 160, LinkedIn tagline 120; no draft copy exceeds its platform's limit
• Consistent brand voice — all rewritten bios use the same tone and register, aligned to the brand voice from east-african-english and the client's stated style
• Uganda/EA market defaults applied — WhatsApp is the primary CTA mechanism; Facebook is treated as the primary broad-reach platform; platform penetration guidance reflects the EA context unless the client specifies otherwise
• No graphic design outputs — the skill produces copy, checklists, and written briefs; visual asset production is out of scope and should be referred to a designer