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How to set up and optimise your Facebook business page

Learn how to set up your Facebook business page

With roughly 2.8 billion monthly active users, Facebook is a great platform to consider taking your marketing efforts. As a business, setting up a Facebook page could lead you towards potential customers who are already searching for a product or service that you have to offer.

Whether you’re just getting started with your Facebook advertising or want to improve an existing Page, it’s important to have a solid strategy in place. As a digital marketing agency, we know it can be tricky and time-consuming to learn all there is to know.

So, we’ve summarised the set up process below, to help you build a stronger online presence and connect with the right audience on the platform.

Create your Page

First things first, it’s important to set up a business page as opposed to a personal page. The two look quite similar from a user perspective but a business page offers a host of useful advertising tools. It’s free to set up a Page, here’s how:

1. Go to (you’ll need to be logged in to a personal account for this to work, but none of your account details will be public on the Page).

2. Choose your account type: Business/brand or Community/public figure

3. Fill out your business details, like your business name, description, contact info and opening hours.

4. Upload a profile photo and cover photos.

6. Click Create Page and select a username. Your username should ideally be your business name and can be up to 50 characters long. This is how users will find you on the platform. 

7. You can click Add a Button (underneath your cover photo) if you want to set up a call to action (CTA), for example “Contact Us.” We highly recommend doing this!

Setting up the page is a simple and straightforward process (and it’s free), the important part is how you optimise it once it’s created. We’ve gone into a bit more detail on these steps below:

Choose your vanity URL

When you set up your page, you’ll be given a dynamic URL but it’s important to change this and personalise it with your brand name. Try to make your URL unique, easy to remember and not too ‘wordy’.

The best thing to do is match your vanity URL to your title as this will improve your business recognition and page consistency. Without changing your URL, it’s unlikely your target audience will be able to find your page easily.

Optimise the ‘about us’ section

The ‘about us’ section is one of the most important aspects of your page. That’s because anyone who is unfamiliar with your business will be looking for the opportunity to find out what your company has to offer.

There will be a short preview of this section on the left side of the page, and users will have the option to navigate further and find out more. Ideally, you’ll want to ensure that most of your page visitors are keen to learn more. Optimising the preview section is critical as you’ll have to try and entice users with a short description.

This is similar to a meta description, but you’re given a total of 255 characters to display any key details. We’d recommend including your targeted keywords to reach your ideal customer.

Add a clear call-to-action

As we mentioned earlier, we recommend taking full advantage of the CTA feature. The button will appear on the top half of your page and is an opportunity to drive conversions. 

Facebook currently offers a selection of pre-set options, but it’s still important to consider which works for your business and your target audience. These are the options you’re given:

  • Shop Now
  • Sign Up
  • Book Now
  • Use App
  • Contact Us
  • Watch Video
  • Play Game

Think about which CTA aligns with your business goals. For example, if you’ve released a new product and have created a launch video, then ‘watch video’ is likely to be appropriate.

The good thing is you can change your CTA as many times as needed, i.e. as you reach objectives. You can link your CTA button to a landing page, your homepage or anywhere you want to drive traffic towards.

Create custom tabs

When you set up your account, it will automatically include a set of tabs at the top of the page, below your cover photo. By default, the tabs that Facebook provide are:

  • Timeline
  • About
  • Photos
  • Likes
  • More

We recommend adding your own custom tabs, which allow you to create your own landing pages within your page. This is a way of encouraging users to follow your CTA’s and take a specific path. This could be anything from promotions and offers, to new job vacancies.

Your Facebook page is essentially a hub of information for users, so it’s great to expand on your site content here. Also, you’ll likely be reaching different and new users who may not have seen this tabs on your site.

To create your custom tab, just click the More tab button and then Manage Tabs.

Customise your cover photo

As a business page, your cover photo will be made public by default. That means anyone on the platform can view your photo, so it’s important that yours is highly relevant to your business.

We generally recommend using your brand logo or a photo that resonates with your business, i.e. a team photo. You’re able to change this at any point, which you could take advantage of by uploading new photos for a specific marketing campaign, key date or event. You could use a tool like Canva to create a high-quality, personalised cover photo that aligns with your brand at that time.

Preview your page

You’ll be reaching out to mostly mobile users.. but be sure to check what your finalised page looks like on both mobile and desktop by clicking the icons in the top right corner:

Desktop preview
Mobile preview

Consistency is key

Once you’ve set up your Facebook page for business, it’s essential that you post frequently to keep your audience occupied and engaged. Try to use a combination of photos, videos, written posts and links (i.e. to different product pages or relevant pages on your site).

Facebook is a highly competitive platform because of the host of benefits it can bring to businesses of all shapes and sizes. Our team will be happy to help you if you have any questions.