The importance of optimising your Facebook page for business

3rd March 2017 / 5 minute read

Importance of optimising your Facebook page for business

Facebook has become the go-to place for users seeking news, entertainment and to connect with both friends and businesses. A Facebook page for your business allows you to build a community around your brand and create awareness.And by doing so on a platform that users spend hours browsing, you are instantly targeting an audience that would otherwise be lost. Although Facebook ads can be a great option for getting your page seen, first it’s important to optimise your page for business. Here are our tips on optimising your Facebook page for business…

1. Be discoverable by choosing a search friendly page name

While you might be tempted to add some stylistic qualities to your Facebook page name, it’ll only confuse users. Keep it simple with the name of your company to avoid making it difficult for customers to recognise. Even though you might be tempted to include any possible keywords that spring to mind, it won’t be worth it. Think of your Facebook page in a similar way to your business’s website and avoid keyword stuffing. This will only put people off and make them think it’s spam.

2. Create a custom URL for your page

Once you’ve bagged yourself 25 likes you can set a customer URL (or page ‘username’) to reflect your business even better. Be warned, you can only do this once. You can check the availability of your vanity URL at

3. Let users know what you’re about

Your business’ ‘about’ section is your place to shine. It also one of the key areas that users go to when they’re looking to get in touch. Here you need to use this section to share useful information about your business, such as a link to your website, contact details and other social media handles. Don’t forget to include your opening times too so customers know when they can get hold of you.

As your business grows and your Facebook page follows, you can adapt your about section to suit. This could include page guidelines and estimated response times if you receive a lot of messages.

4. Backlink to your Facebook Page

Where possible, including social media buttons and links to your Facebook page on your website. If you’re frequently writing blog posts they are the perfect opportunity to direct users to your social media. If you’re working with other businesses, encourage them to plug your social media too wherever possible.

5. Be creative with your cover and profile picture

Think of your Facebook page as your chance to make a good first impression. When users land there they want to know what it’s about, how current it is and how it applies to them. Making your Facebook page recognisable and in line with your brand’s image is important. Use your logo as your profile picture or be adventurous with a logo overlay. Now it comes to your cover photo. This dominates your page, so it needs to be relevant to your brand. It doesn’t necessarily need to have your logo on it, but you can get creative with your logo if you want to remain super consistent.

Your header image will look different on mobile device so make sure you’ve checked your getting your message within margins.

6. Create a compelling call to action

What is the aim of your Facebook page? Consider your goals when creating a call to action. Whether you’re trying to encourage users to sign up, contact you or use an app, it has to be straight and to the point.

7. Take note of your page’s insights

As you start to recognise patterns in the types of users visiting your page, you can tailor your content to satisfy their needs. Facebook’s Page Insights tool makes it super simple to gather data on your ‘fans’ and analyse how they interact with your page. The more you know about them, the better. From there, you can determine how many people have clicked your CTA, website, phone number and address. Divided by demographics such as age, gender, country and even device, Page Insights make it easier to tailor future content.


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