No matter what, it is impossible to please everyone. For this reason, you have to find what works best. Whether it is striking a balance between fun and business, or simply sticking to one side of the spectrum, your Instagram photos have to tell a story and they have to engage the visitors who are going to be reading the story that you are sharing with them.
Since there is no way to please everyone, you have to find what works for the masses, and this is what you should continue to deliver to your site visitors in terms of the pictures that you choose to share with them as a business.
Find out what your followers like best, and give this to them. By doing this you are not only going to be gaining new followers, you are also going to realize your business is going to grow. As your followers are going to share your account page, new followers will eventually visit your site as well.
So remember to tell a story, but also to make modifications and changes along the way as needed. You also have to remember that you can't please every person that visits your page and for this reason should make use of the information you do have, to learn what visitors like best and to give them this when posting new images to your account page.