Increasing traffic comes down to 2 things, getting more lanes and getting more cars to fill those lanes, in SMMA terms, we'll need a constant flow of more different types of creatives that all have different objectives for the business (lanes) in order to cater for all possible customers the business can have (cars), as the government (the advertiser), it's completely up to us how many lanes we open, and all we have to do is close the lanes without traffic and replace them with lanes that do get traffic, this is called progressive testing. This will increase traffic to your website because Instagram will better understand your business quicker and at a much lower cost than usual, while also giving you higher quality customers.
I would love to help you implement this brief into a fully functional strategy, looking forward to hearing from you.