If you are making a standard you still may be disappointed because IAA is such a small analyte. It will be fairly easy to use a carbodiimide conjugation method to link IAA to BSA. And the BSA will subsequently stick well to your plate well bottoms. But the moiety that is thus presented will be indole, which is so small that it is unlikely anything will bind to it. And if anything does bind it will bind lots of indoles, which are ubiquitous, e.g., tryptophan residues.
If you plan to conjugate sample IAA for simple adsorption and capture ELISA you may be disappointed for the above reasons and a few others.
All of the reliable commercial IAA ELISAs are competitive format.