Social Profile Conversion Audit & Scorecard
Audit your bio, visual branding, SEO, and sales funnel on a 100-point rubric to convert profile visitors into paying followers.
Instagram or TikTok profile audit: the 100-point checklist
The score adds up the points of eight ticked criteria: username, keyword-rich name field, profile photo, three bio lines (promise, proof, call to action), link and pinned posts, for a total of 100. From 70 points the profile is rated good; below 45, most visitors leave without converting.
The scoring grid
| Criterion | Points |
|---|---|
| Clear username, no random digits | 10 |
| Name field with 2 or 3 niche keywords | 15 |
| High-contrast photo, readable when small | 10 |
| Bio line 1: promise or target audience | 15 |
| Bio line 2: social proof | 15 |
| Bio line 3: call to action towards the link | 15 |
| Bio link to a dedicated mobile page | 10 |
| 3 pinned posts | 10 |
Score = sum of ticked criteria. Levels: 90 and above optimised, 70-89 good base, 45-69 average, below 45 critical.
Example
A coach profile with a clear handle (10), a good photo (10), a promise on line 1 (15) and a bio link (10) scores 45/100, average. Adding keywords to the name field (15) and a call to action on line 3 (15) brings it to 75/100, good base.
What the tool does and does not do
- It does not read your account: you tick each criterion yourself.
- The platform choice changes neither criteria nor points; the niche only changes the bio template to copy.
- Weights, level labels (including Top 2%) and figures in the tips are editorial rules, not published measurements.
This checklist rates the profile's shop window; to put a figure on what the link then earns, use the link-in-bio click converter.
Sources and dates: on Instagram the bio is limited to 150 characters and up to 3 posts can be pinned to the top of the profile (Instagram Help Centre, checked 14/10/2026).
Frequently Asked Questions
What should the three lines of an Instagram bio say?
The checklist expects a promise or target audience on line 1, social proof on line 2 (number of clients, a book, a former employer) and a call to action towards the link on line 3. Each line is worth 15 points out of 100. Everything must fit within the 150 characters Instagram allows for the bio.
Why put keywords in the Instagram name field?
On Instagram, the name field is one of the texts, along with the username, that in-app search matches against a query. Writing 'Alex | Weight loss fitness coach' rather than 'Alex' makes you findable for your trade. This criterion carries 15 points in the score.
How many posts should I pin to my profile?
Instagram lets you pin up to 3 posts to the top of your profile. The checklist gives 10 points if you use all three slots, for example an introduction, your most viewed content and your offer. A visitor then sees within seconds who you are and what you sell.
What score means a well-optimised profile?
The tool rates a profile as a good base from 70 points and as optimised at 90 points or more. Between 45 and 69 it is average; below that, critical. These thresholds are the tool's editorial benchmarks, not a platform standard.
Is this tool really free?
Yes, all tools on Kristools are 100% free and accessible without registration.
Is my data protected?
Yes. All processing is performed directly and securely inside your browser. No personal data is sent to our servers.