A Facebook business page can be a valuable source of leads, and, used in conjunction with your website and other social media platforms, a Facebook business page can provide the backup information that leads to more conversions.

However, many businesses set up a Facebook page using only the most basic settings. So, they fail to leverage the full power of this free marketing tool. Indeed, there are hundreds of thousands of business pages that could be doing so much more.

Your business Facebook page is competing for attention with the millions of other pages. So, what can you do to make your page the one that people visit? Here are ten tips to help you make the most of your Facebook business page.

Optimize Your Business Facebook Business Page

Create a Branded URL

The first thing to do to make your Facebook page look more professional is to claim your custom URL (Uniform Resource Locator). Setting up a “vanity” URL is easy to do and is a good SEO (search engine optimization) strategy. Remember, the custom URL you choose will help people find your page. So, ideally, your Facebook custom URL, also called the username, should include your business name and the products or services you sell.

Add All Your Business Details

Nothing looks worse than a partially completed Facebook business profile. So, it is best to complete all the fields available on your profile, including your business address, phone number, and website. Completing all the details looks more professional and will help visitors find their way to your physical location or website. The details are also shown in the snippets a user sees when using Facebook on a mobile device.

Use Custom Tabs

When you first set up a Facebook business page, you have the standard “About,” “Events,” and “Photos” tabs. However, you can also customize your page with custom tabs. Using the custom tabs allows you to tailor your page for your business and organize your data better. Customizing your page will also help to differentiate your page from other business pages.

Make the Most of Your About Tab

The first thing people usually read on a Facebook business page is the About tab. So, even though you only have a limited number of characters available in this section, it is advisable to think carefully about how you use the space. The About tab gives you a few precious seconds to sell your business. So, try to compose a description that encourages people to follow your page or learn more about your company. Include some of your primary keywords in the bio, too, because that will help people find your page.

Optimize the Use of Photos

Try to avoid making text-only posts on Facebook. Instead, use professional-quality photos to illustrate your posts. There are plenty of useful images that you can include on a  Facebook business page. You can post pictures of key members of your team, for example, or behind-the-scenes photos. And, of course, Facebook is an excellent platform to post product photos, too. Remember to optimize your images by making use of tags and captions. Tags and captions provide another opportunity to optimize the SEO of your Facebook page.

Add a Call to Action

The primary purpose of a Facebook business page is to generate leads or sales. So, you will want to make it as easy as possible for visitors to your page to take the next step towards conversion. And Facebook has call-to-action (CTA) buttons that will do precisely that. Facebook call to action buttons are available with a range of standard messages, including “Book Now,” “Contact Us,” and “Shop Now.” So, pick the CTA button most appropriate for your business to help convert visitors into customers.

Use Videos

A large proportion of internet users will always watch a video in preference to reading text. So, adding video content to your Facebook page will boost engagement and increase the number of likes and shares you get. You can embed YouTube videos in Facebook posts. However, you will probably get better results if you upload videos to Facebook and add them to a playlist. Then, users can see all the videos you have posted and view them one after the other if they wish.

Pin Crucial Posts

The first post that visitors to your page will see is the one at the top of the feed. So, it is advisable to pin posts that are topical or crucial. For example, pinning a post about an event would make it more visible during the run-up to that event, and pinning sales-related posts will ensure that the most persuasive content remains at the top of your feed.

Optimize for SEO

SEO is just as critical to your Facebook page as it is for your website. So, you should optimize your Facebook profile and posts for keywords just as you would a blog post. It will also help increase the visibility of your page if you have inbound links pointing at your Facebook business page. So, don’t think of Facebook as being an inferior platform to your website. On the contrary, if you optimize your page for SEO and post quality content, your business page could become a precious lead generator.

Monitor Your Page Insights

If you want to optimize your Facebook business page, you will need to know what works and what doesn’t. So, take a few minutes every week to check out your page insights. Facebook Page Insights will keep you in touch with who is visiting your page and what types of posts generate the most interest. So, monitoring Insights will help you fine-tune your content to give you the best results.

Optimize Your Business Facebook Business Page Conclusion

The options you have available on Facebook can, at first glance, look a bit simplistic. Indeed, the small number of options might lead you to believe that the potential benefits are equally restricted. However, Facebook can be an excellent source of sales and leads if you take the time to optimize your page and posts.

So, complete all business details on your page, and use custom tabs. Don’t forget too that add that all-important call to action button, and remember that your Facebook page can be optimized for search in the same way as your website. Then, you will probably be able to get much more out of your Facebook business page.