According to April 2020 Digital Reports, “Facebook is the leading and most popular social media platform across the world with nearly 2.5 billion active users each month.”
Although I don't believe the average contractor company needs to maintain a rigorous posting schedule like many retailers do, there is still a lot of merit to maintaining a Facebook Business Page.
So, the question is, “Have you optimized your Facebook Business Page?”
If you haven’t, don’t worry.
We're going to walk you through the process of optimizing your Facebook Business Page so it can provide maximum benefit to your business. Let's get started.
How to Optimize Your Contractor Business’ Facebook Business Page?
Listed below are the points we’ll be taking a look at:
Choose the Right Template
Work on your Page Details
Choose the Page CTA
Add Page Tabs
Upload Your Products (if any)
Enable Reviews
Engage
Sprinkle Relevant Keywords
Select the Best Template
Did you know that Facebook offers various pre-built templates that allow you to fast track the build of your page? You can optimize your business depending on its type, including:
Non-profits
Services
Shopping
Politicians
Restaurants & Cafes
I recommend you starting with the "Services" template and then optimize it from there. It will dictate the tabs as well as the layout of buttons that have helped various businesses boost their conversion rates.
From here, you can even edit as well as customize them as much as you want to.
Work On Your Page Details
First things first. You need to completely fill out your profile.
Here’s the checklist for you:
Add Relevant Profile Picture
Add an Outstanding Cover Picture
Fill Your Description
Add Your Company Details
Let’s take a look at each of the points.
Add Relevant Profile Picture
Adding a relevant profile picture is the first thing you should do.
It’s even way more important than the cover picture. That’s because, whenever someone checks out your post on their news feed, your profile picture is what will be appearing next to the name of your business.
It's common for brands to use a version of their logo for their profile picture. However, not all logos fit well into this small space so use your best judgement to ensure it's legible.
Make sure it’s at least 180 x 180 pixels
Make sure that it’s readable when it’s displayed on someone’s timeline, i.e. 40 x 40 pixels
Not sure how to make an image file? I like to use a service called Canva. Canva is a free design tool you can use to create a design project with the above specific dimensions.
Add an Outstanding Cover Picture
Now that you've taken care of the profile picture, it’s time to add a cover picture.
You want to make sure that your Facebook cover picture is eye-catching and aligned with your brand. Hence, you should optimize the image so that it fits the space perfectly.
In this example, Sentricon chose to go with a simple cover design but still very much aligned with their branding.
With a cover image, here's a few points you should keep in mind:
Your cover image should be 820 x 312 pixels
Consider changing your page’s cover photo on a regular basis
You can upload a 120 second video instead of a cover photo
Fill Out Your Description
It’s one of the most important sections you need to keep in mind. You can add up to 250 words in the description section. Make sure you utilize it all. Add relevant information about your contractor services and make sure that its keyword optimized.
I know this sounds simple, but this section is often overlooked despite the importance of this section.
Add Your Company Details
Now that we've added the big items it's time to focus on the details like adding your website address. After all, you want your audience to head over to your website and get in touch with you. Your website is the only way you will be able to bring them further down their buyer’s journey.
And don't forget about your:
Contact details
Other social media accounts
A brief list of all of your products and services
Professional achievements
Business story
Tell your founder’s story
Add business FAQ
Add legal disclaimers
Describe your services
Select the Page Call To Action (CTA)
The CTA button is located below the cover picture.
You will be able to select a CTA from the four main sections. Choose one depending on your business as well as requirements:
Learn more
Get in touch
Book services
Make a purchase or donation
You may even customize your CTA button. Select the “Edit” button. There are various options to select from.
Some examples are:
Book now
Call now
Start order
Email now
Add Page Tabs
You can find the tabs appearing below your username.
Standard tabs include Posts, Home, Videos, Groups, etc. You can add some more depending on your requirements.
For instance, you will be able to add in the following buttons:
Offer (for highlighting your existing offers)
Shop (for listing your featured products)
Services (for highlighting your services)
To change the tabs, head over to “Sections -> Edit” and scroll until the bottom to view the current tabs’ list as well as add in some new ones.
Upload Your Products (if any)
As a contractor business, you might not have any products in your inventory. However, if you do, you can upload your products on Facebook straight away.
You can easily set up a Shopping section and start adding in products one at a time. One of the biggest advantages of uploading your products on your Facebook business page is that you will easily be able to tag them in your videos and photos.
In case one of your posts go viral, the chances of people purchasing your products will exponentially increase.
Enable Reviews
According to a recent report, nearly 84% of the people all across the world take into consideration online reviews prior to purchasing a product or service. On top of this, they consider the online reviews to be as effective as a recommendation from someone they personally know.
Hence, if you want your prospects to trust your contractor business, it’s advisable to enable reviews.
And quite honestly, (outside of Google) I think Facebook is one of the best platforms to publicize your customers’ reviews.
To enable them, go to Settings and select “Edit” next to the “Review” for allowing your visitors to review your Facebook business page.
Engage, Engage, Engage
Facebook is a social media platform.
The word “social” is all about engaging and interacting with others.
Listed below are few of the top-proved hacks you can try:
Upload well-annotated and short videos
Stream live videos
Ask questions
Post curated content
Upload images like team photos, collages, quotes, etc.
Tag other business pages
Use visuals and add value-adding content to your Facebook business page.
Don't be too salesy. And if one of your customers or prospects gets in touch with you, make sure to message them back instantly.
Your Facebook followers will be able to learn how fast you usually reply on Facebook.
Sprinkle Your Page with Keywords
One of the biggest favors you can do to yourself is optimizing your Facebook page for relevant keywords.
Place the targeted ones in the strategic and most important parts. Include them in the “About us” section, page title as well as URL.
You must keep in mind that your Facebook page name corresponds with the title tag and the short description acts as a meta description tag.
But be mindful not to overuse keywords. That'll do you more harm than good. Stick to the top 6 and mention each of them in a natural manner.
Conclusion
Be consistent. That's the biggest advice I can give you. Once you have started your Facebook journey, don't have any second thoughts.
Consistency is the key to establishing your presence on Facebook. That’s the only way you will be able to thrive.
But before that, make sure that you have perfectly optimized your Facebook Business Page to the fullest.
If you're looking to grow your contractor business, take the first step today, and learn how we can help with our all-in-one contractor marketing platform.