How to Optimize Your Facebook Page for Business

By Dara Fontein


Optimize Facebook Page

A Facebook Page allows you to build a community around your brand, where you can respond to customer inquiries, share information with your audience, and use features such as Page Insights to get to know your followers.

And, if Facebook Ads are in your future, you’ll need a Facebook Page to get started.

With 1.13 billion daily active users on Facebook, you’re missing out on reaching a huge community if your business doesn’t have a Facebook Page. Continue reading to find out how to get the most out of your brand’s Facebook Page.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

How to optimize your brand’s Facebook page

Learn more about Facebook marketing best practices with free social media training from Hootsuite Academy.

Choose a search-friendly Page name

The first step to Facebook Page success is discoverability. Make sure that anyone who is looking for your brand’s Page can easily find it. This means having a clear Facebook Page name—preferably your company’s name. Don’t add any stylistic qualities that deviate from your official brand name or logo—doing so will make it difficult for customers to recognize.

While your instincts might tell you to include any and every relevant keyword in your Facebook Page name, this won’t serve you well. Keyword stuffing usually indicates spam, meaning that the legitimacy of your Page will be questioned. Keep your Facebook Page name clear and simple.

Create a custom vanity URL for your Page

Another way to make your Facebook Page more discoverable is with a vanity URL. Once your Page has 25 Likes, you can set a custom URL (or Page “username”) to better reflect your business. This custom Page username can only be set once, so choose wisely.

Each username can only be claimed by one person or business, so the earlier you set yours the better. You can check the availability of your vanity URL at

To change the username of your Facebook Page, go to the “About” button on the left side of your screen. Select “Page Info” and then click “Edit” (next to the “Username” label). Make sure you choose a clear and accurate username, preferably the name of your business and Facebook Page.

Fill out your business’ About section with useful information

Your Facebook Page About section can save your business a lot of time and headaches. If a customer is looking to get in touch with your business, there is a good chance they’ll be checking out your Facebook Page description for contact information.

Use the About section to share useful information such as your web domain, phone number, address, other social media handles, and hours of operation.

It’s also a good idea to list information about your Facebook Messenger protocol, such as your customer service reps’ online hours and estimated response time. This helps manage expectations from your customers and keeps your customer service advocates accountable.

Large companies like KLM Royal Dutch Airlines use the About space to share their busiest hours, as well as their Page guidelines, which include estimated response times to customer inquiries and a code of conduct. It’s important to set these guidelines so that your audience understands how you manage your Page.

Upload dynamic cover and profile photos

Your Page’s header image and profile picture is your chance to make a good first impression. Make sure these elements align with and are recognizable as a symbol of your brand.

Your profile image accompanies your business name in search results and when your Page interacts with users. It appears on the left side of your Facebook Page. This is a good place to put your official logo or an image with a logo overlay. Facebook recommends the dimensions for your profile picture be 180 x 180 pixels, which displays as 160×160 on desktop.  

The cover photo is the most prominent image on your Facebook Page. Facebook recommends an ideal dimension of 820 x 312 pixels for your cover photo. While this image doesn’t necessarily need to have a logo, it needs to be relevant to your brand. For example, natural beauty and bath giant Lush Cosmetics uses a photo of one of their bath bombs melting as their header image.

Think about what first impression you want your Facebook Page to make and choose your images accordingly.

Backlink to your Facebook Page

With backlinks, you will boost the credibility of your business’ Page and have a better shot to climb the Google search rankings.

Wherever you can, link back to your brand’s Facebook Page. Include a link at the bottom of your blog posts and where appropriate on your website. Encourage other companies and bloggers to do the same whenever possible, such as in exchange for content or when mentioning your business.

Include a compelling call-to-action

Why do you want visitors to do once they get to your Facebook Page? Think about this as you consider your overall business goals, and then create a relevant CTA on your Page.

Facebook added the call-to-action button to Pages in 2014, with display options such as book now, contact us, sign up, watch video, use app, play game, and shop now.

Learn how to add a CTA to your Facebook Page with Facebook’s step-by-step guide.

Pay attention to Page Insights

The more information you have about your audience, the more content you can create to satisfy their needs. Facebook’s Page Insights tool makes it easy to gather data about how your fans are interacting with your Page and the content you share.

Insights gives you information about your Page’s overall performance, including data on audience demographics and engagement. Insights lets you see metrics on your posts so you can understand how many people you’re reaching. You’ll also see how many comments and reactions are gained from specific posts—data that helps you plan future content.

A key feature of Insights is the ability to see how many people have clicked on your call-to-action button, website, phone number, and address. This data is divided by demographics such as age, gender, country, city, and device, making it easier for you to create tailored future content.

Choose your tabs carefully

You have the power to customize your Facebook Page with tabs.

Tabs appear on the left-hand side of your Facebook Page, and include standard options such as an About section and Photos. You can take your Page to the next level by adding other tabs and apps that enhance the user experience.

Facebook tab apps, such as TabSite, allow you to build custom tabs so that you can run campaigns, contests, share special offers, and capture leads. For a list of other tab options, see our post 32 Useful Facebook Page Apps for Your Business.

If you are a developer or are working with a developer you can also create custom tabs from scratch. For more information on this, see the Facebook for Developers guide on Page Tabs.

Your Facebook Page is a powerful tool for your business. With some strategic changes, you can make your Facebook Page work even better for your brand.

Use Facebook in Hootsuite to easily schedule posts, share content, engage with your followers, and measure the impact of your efforts. Try it free today.

Learn More