{
  "version": "1.0",
  "total": 100,
  "note": "Twelve items. Score each honestly - a generous score helps nobody. Most first-pass profiles land in the 30s and 40s. The weighting is deliberate: the name field, the first bio line and the pinned three are worth more than the photo, because they are what a stranger who arrived from one reel actually processes before deciding to follow.",
  "items": [
    {
      "id": "name_field",
      "points": 12,
      "full_marks": "The name field (30 characters, the bold line, not the handle) carries the name plus what they do in words people search: 'Dana Ruiz | Proposal templates'. This field is indexed by Instagram search and most accounts waste it on a name alone.",
      "common_fail": "Just a name, or a name with an emoji."
    },
    {
      "id": "bio_first_line",
      "points": 12,
      "full_marks": "Line one names who this is for and what changes for them, in their words. Not a job title, not a list of adjectives, not three emoji separated by bars.",
      "common_fail": "'Entrepreneur | Coffee lover | Dog dad'."
    },
    {
      "id": "bio_body",
      "points": 8,
      "full_marks": "The rest of the 150 characters carries one piece of proof or one specific offer, and reads as sentences rather than a pipe-separated list.",
      "common_fail": "Keyword soup, or blank space."
    },
    {
      "id": "pinned_three",
      "points": 10,
      "full_marks": "Three posts pinned to the top of the grid, doing three different jobs: the best proof, the clearest explanation of the offer, and the best introduction to the person. Not the three highest-view posts by accident.",
      "common_fail": "Nothing pinned, so the top of the grid is whatever was posted last."
    },
    {
      "id": "link",
      "points": 8,
      "full_marks": "One destination that matches what the bio just promised. Up to five links are allowed; more than two is a menu, and a menu converts worse than a door.",
      "common_fail": "A link tree with eleven options, or no link at all."
    },
    {
      "id": "highlights",
      "points": 8,
      "full_marks": "Four to six highlights named for the questions a buyer actually asks: Pricing, Results, How it works, About. Covers consistent. Nothing older than a year sitting at the front.",
      "common_fail": "'Random', 'Life', 'Faves', or 14 highlights in no order."
    },
    {
      "id": "grid_legibility",
      "points": 8,
      "full_marks": "The first nine covers are legible at thumbnail size and say what the account is about without a single tap. Reel covers are chosen deliberately, not left as frame one.",
      "common_fail": "Nine covers of a face mid-word with no text."
    },
    {
      "id": "photo",
      "points": 6,
      "full_marks": "Face fills roughly 60% of a circle that renders at about 40 pixels. Eyes visible, shot in the last two years, background not competing.",
      "common_fail": "A full-body shot, a logo for a personal brand, or a photo taken at arm's length in a dark room."
    },
    {
      "id": "handle",
      "points": 6,
      "full_marks": "Readable, sayable out loud, and the same handle as the other platforms. No stacked underscores or numbers standing in for letters.",
      "common_fail": "A handle nobody can spell after hearing it once."
    },
    {
      "id": "category_contact",
      "points": 6,
      "full_marks": "Professional account with a category that matches the offer, and contact buttons that work. Email that is checked, not the one from 2019.",
      "common_fail": "Personal account, so there are no insights and no contact button."
    },
    {
      "id": "recent_activity",
      "points": 10,
      "full_marks": "Posted in the last seven days and replied to comments on the most recent post. An account that last posted in March reads as closed.",
      "common_fail": "A five-week gap, or a wall of unanswered comments."
    },
    {
      "id": "story_presence",
      "points": 6,
      "full_marks": "A story up right now, or at least most days. It is the difference between a profile and a person.",
      "common_fail": "No ring, ever."
    }
  ]
}