Unless you’re an experienced web developer, the concept of optimizing any online asset can seem a little daunting. Particularly something as important as your Facebook business page, which could have a marked impact on your performance in general.
The good news is that even if you’re completely inexperienced in these kinds of things, there’s still a lot you can do to successfully optimize your Facebook business page. Rather than focusing on the more complex and intricate methods, it’s simply a case of covering the basics.
Get started today using the following guidelines and you could be looking at a noticeable difference in no time at all:
1. Enhance Your Page Description
First of all, it’s worth remembering that the company description you share is your opportunity to tell existing and prospective customers alike everything they need to know about your business.
The most important fundamentals of course being:
- The URL of your primary website
- Address of your physical store
- Telephone numbers and email addresses
- Operational hours
- Customer service information
- Links to social media accounts
It’s basically a case of answering the most important immediate questions your customers are likely to ask. While at the same time, providing the kind of description that portrays your business in a positive light.
Going into too much detail isn’t a good idea, as chances are they won’t bother to read it all. Focus on your primary selling points, tell a compelling story and focus on SEO-friendly keywords throughout.
2. Customize Your Username and URL
This is something you’ll need to take extremely seriously, given that you can only change your username once. The secret to selecting the perfect username for your Facebook business page lies in three important characteristics:
- A username that’s relevant to your brand
- A username that’s catchy and easy to remember
- A username that’s unique and simple to type
Far too many business owners get carried away when assigning a username, attempting to be clever and ultimately coming out with something nonsensical. As is the case in so many areas of business, simplicity is often the key to success.
3. Customize Your Page Tabs
Most people who are new to Facebook business pages simply accept the default page tabs provided and think nothing of it. Often oblivious to the fact that there’s always the option of both adding new tabs and rearranging the order of the tabs, in order to prioritize whatever’s most important to your customers.
There are plenty of available options for adding new tabs, which include things like Events, Menu, Services, Shop and so on. The nature of your business will determine which tabs are most appropriate for your audience, but it’s always worth considering the available options.
If looking to take things one step further, it’s perfectly possible to create custom page tabs specifically for your business. Browse a bunch of Facebook business pages created by the biggest international companies and you’ll get an idea as to what’s possible with a little creativity.
4. Stunning Profile and Cover Photos
Nothing about your Facebook business page will have a more immediate and dramatic impact than the images you publish. Long before reading a single word of written content, visitors to your page will make snap judgments about who you are, what you do and whether or not you’re credible.
Which is precisely why you need to take your profile and cover photos particularly seriously. In both instances, the two most important attributes you need to focus on are quality and originality. Don’t fall into the trap of using stock imagery and don’t even think about publishing anything that isn’t flawlessly-presented.
A few tips for creating and sharing the most effective profile and cover photos include:
- Take inspiration from elsewhere, but focus on uniqueness
- Ensure your images reinforce your wider branding efforts
- Keep things simple and to the point
- Use colors strategically to contrast with other elements on your page
- Think about first impressions and storytelling
There’s also the option of publishing a video instead of a cover photo, which can be extremely effective if you get it right. Just be sure you’ve got the skills and creativity to nail it – low-grade cover videos never fail to send prospects in entirely the wrong direction.
5. Add A Call to Action
Most people are completely unaware of the fact that they’re massively influenced by CTAs. You’d think that in this day and age, you’d the immune to commands like ‘Buy Now’ or ‘Click Here to Sign Up’. But you’d also be very much mistaken.
The psychology of CTAs is no less than extraordinary and needs to be capitalized upon. Adding CTAs to a Facebook business page is as simple as hitting the “Add a Button” option, and following the subsequent prompts accordingly.
Facebook is continuously changing its catalog of basic CTA options, which right now are as follows:
- Book Now: “Let people schedule appointments or book travel with you.”
- Start Order: “Make it easy for people to order food with you.”
- Call Now: “Let people call you with one tap on their phone.”
- Contact Us: “Take people to a form on your website to get more sales leads.”
- Send Message: “Make it easy for people to send your Page a Facebook Message.”
- Sign Up: “Take people to a form on your website to get more leads and subscribers.”
- Get Quote: “Take people to a form on your Page so they can request more information about your business.”
- Send Email: “Make it easy for people to email you from your Page.”
- Watch Video: “Take people to a video on Facebook or your website.”
- Learn More: “Take people to where they can see more information about your organization.”
- Shop Now: “Get more people to see and buy products on your website or Page.”
- See Offers: “Get more people to see and claim offers on your Page.”
- Use App: “Take people to your app to increase downloads or engagement.”
- Play Game: “Let people download or play your game.”
It’s up to you to determine which of the above (or the combination thereof) represents the most appropriate choice for your business. What’s more, it’s important to remember that the way you choose to position your CTAs will have a marked impact on their effectiveness or otherwise.
6. Use Keywords Strategically
Every word of content you publish from start to finish should be scripted with SEO in mind. Not to such an extent that its quality is compromised, but instead to ensure that targeted keywords are used strategically throughout your Facebook business page.
This, of course, means first carrying out the necessary keyword research, in order to determine which keywords and phrases you should be focusing on. In particular, ensure keywords are used strategically in your ‘About’ section, ‘Page Info’, ‘Personal Interests’ and so on. Not to mention, every post you publish from thereon in.
7. Post Backlinks to Your Business Page
Last but not least, if you have any other online assets whatsoever – which you should have – ensure you post a decent number of backlinks to your Facebook business page. Your primary website, your other social media accounts, any blogs you own – all great places to position links and send people the way of your Facebook page.
If you can post backlinks on other brands’ websites and blogs, even better. The more high-quality backlinks you post, the higher your page will rank in the SERPs of Google and the other major search engines.
Above all else, it’s important to remember that building a successful Facebook business page isn’t a one-time-only venture. Instead, it’s an ongoing process of strategic analysis and continuous optimization.
Try not to forget that whatever line of business you’re in, there are probably thousands of others doing exactly the same as you. Meaning that unless you do everything you can to gain a competitive edge, it’s only a matter of time before you fall behind.