How to set up a Facebook Business page

Why should your business have a page on Facebook? And how can it be optimised? Learn how to create a Facebook Business page here

Whether you want to provide updated information, run ads, or offer an additional form of customer service, a Facebook Business page can help you do all this and more.

In a 2017 study conducted for Facebook, two out of three Facebook users across the countries surveyed stated that they visit a local business page a minimum of once a week.

While it’s likely you’re already familiar with (and probably even have) a personal Facebook profile, how do these differ from a business page on the site? We’ll provide you with a step-by-step guide on how to set up a business Facebook page, explain why your business should have a page, and address key queries such as cost and optimisation.

Plus, we’ll offer guidance on how to know if a page is doing well, as well as provide tips on how to make the most of Facebook for your business. We’ll also help you decide whether you should hire external support, and explain the details involved in doing so.

Why should you set up a Facebook Business page?

With two billion users, Facebook’s reach is extensive, allowing your business to tap into a wide and varied audience. It’s also the most popular and famous social media network in the UK, according to data published by YouGov.

How to create a Facebook page for your business

Here we provide a step-by-step guide to setting up a Facebook Business page.

Step 1: Register for a Facebook Business page

To begin with, you’ll need a personal profile in order to create a business page. Once you’re logged into your profile, do the following:

  • Select ‘Create page’
  • Choose ‘Business or brand’
  • Complete the page name and category fields

Step 2: Personalise your page

The next step is to make your page unique to your business. There are a few ways that you can go about doing this, including:

Enter your company details

Your business name, physical address, and other key contact information – such as email and phone contacts – should be filled in here.

Upload profile picture and cover photo

Be sure to have photos on your page, both in the profile and cover sections. Your company logo should be your profile picture. There is more scope for the cover photo: you could choose from a team photo, an image of your location, or something from a recent marketing campaign, for example. The cover photo can be dragged into place so you can position it exactly how you want it to appear.

Complete the ‘About’ section

You can use the ‘About’ section to provide key contact information for your company, such as your phone number or website. You can also use the page info section to include additional categories, as well as more comprehensive contact details, such as your business hours. 

However, the ‘About’ section more than just a directory – this is the place to let people know what you do. And, the more information you provide, the easier it is for Facebook users to find your business.

Step 3: Add a button to your page

A button offers a call-to-action (CTA) – a way for users to connect with your business services from your Facebook Business page. This is an important feature – without one, people would have to search and find a link by leaving your page, which could mean you lose customers along the way.

You can add a button to your page with the following steps:

  • Click the ‘+ Add a button’ icon, under the cover photo on your page
  • Choose a button from the menu
  • Complete the instructions 
  • Click ‘Finish’

Once created, it’s possible to try out the button to see if it works – simply select ‘Test button’.

Step 4: Create a page username

The page username is your page URL, which you can customise to match or mirror the name of your business.  Again, this is a key way of making your Facebook page specific to your business, and making your page easier to find. 

To create a page username:

  • On the left side of your page, select ‘create Page @Username’
  • Type your chosen username
  • Click ‘Create username’

Note that if the username you want is already taken, or otherwise not available, you’ll need to create a different one, taking into consideration the Facebook page username guidelines

It’s worth noting that you might not be able to choose a page username straight away. Also, if you don’t use your page regularly, the page username may be removed. 

Step 5: Craft your first post

Now that your page is set up, the next step is to publish your first post! Below, we offer some top tips about what you’ll want to include. 

An ideal first post is:

  • Short – welcome users to your page, and offer an idea of what they can expect to find
  • Eye-catching – include emojis or other media, such as images (e.g. a team or product photo), to attract attention

Also, include links to your business website, so that people know where else to find your business and learn more about it.

Step 6: Invite people to like your page

Now, it’s time to start thinking about building your community. Complete the actions below to invite people to like your page:

  • From your page, click ‘Community’ on the left side (note that you may have to click ‘See more’ as well)
  • Select ‘Invite your friends to like…’ on the right side of the page
  • Search by name and select ‘Invite’ next to their name of the person you wish to invite

Once you’ve started sharing posts, people may react to them. This also offers a way to invite people to like your page.

To invite people who have reacted to a post:

  • Go to the post
  • Select the ‘Reactions’ section
  • Choose a user and click ‘Invite’ next to their name

Step 7: Engage with other Facebook users

Engaging with other Facebook users is a key part of using the platform. Some ways to do this include sharing content and responding to comments – more detail on this later.

How to make the most of your Facebook Business page

In this section, we identify some of the best ways to develop your Facebook Business page.

Optimise with strategically placed keywords

Using strategically placed keywords on your Facebook page is a key way of optimising it, with the aim of increasing traffic and followers – as well as improving search ranking positions. Keywords are a crucial element of search engine optimisation (SEO).  

Some of the best places to include keywords are in your page’s title or name, as well as the URL and ‘About’ section. Also, the address section can be particularly useful to help you rank locally. 

Other areas of your page to include keywords are in the ‘Notes’ app, as well as of course in the content that you post, such as descriptions, photos, and updates.

You can find which words or phrases to implement using a keyword research tool. Or, type into search engines any queries you can think of that your customers would use to find your business.

Add a pinned post

If you want to keep a post at the top of your timeline, then you can add a pinned post to your page. There are a number of reasons for doing so, including:

  • Ensuring that key information is easily seen
  • Showcasing a current campaign
  • Displaying a new product launch
  • Promoting an event
  • Directing users to your blog or website

How to add a pinned post to your Facebook Business page:

  • Go to your page timeline
  • Find the post that you want to pin
  • Click on the ‘…’ icon in the top right of the post
  • Select ‘Pin to top of page’

How do you know if a post has been pinned?

  • It will appear at the top of your page’s timeline
  • A blue and white pin icon will be displayed on the post

Note that the pinned post feature is not available on personal Facebook page timelines.

Make the most of tabs

Offering an easier way to navigate your page, tabs can help to improve the user journey, as well as provide as much information as possible on your page. This could be especially useful when you want to promote a particular product or service. 

Tabs can be found under the cover photo on your page. Some examples of tabs include the About, Events, and Photos sections on your page. There is also the option to add a recommendations or reviews tab – this can be found in the ‘Templates and tabs’ section in your page ‘Settings’.

It’s possible to create custom content and apps in the Tabs section, too. For example, if you run a restaurant or other food business, you could include a menu tab. You’ll need the technical know-how to do this, though – otherwise, you could work with a developer. If you do have the ability and knowledge, you can follow the steps from Facebook for Developers on using Page tabs

Once the tabs have been created, you can drag-and-drop them into an order, allowing you to choose the top four that appear on your page. You can do this from the ‘Manage tabs’ option in the ‘More’ menu on your page. Note that it’s not possible to change the first two tabs, which will always be the ‘Timeline’ and ‘About’ tabs.

Interact with users

Some ways to interact with users include:

  • Asking questions – this is a way of involving users and communicating with them
  • Responding to comments – answering commenters’ questions helps to show that there’s a real person or team working on the page
  • Sharing and liking content – by being an active member of your Facebook community, you can help to create an exchange between your business and your customers
  • Running a competition – promote a product or help to drive engagement with a competition, although be sure to check Facebook’s rules on running them

Manage comments

Once you start to build a community and interact with other users more frequently, it’s likely that you’ll start to receive some comments on your page. You’ll need to manage these, so that you keep control of what happens on your page. 

There are steps you can take to ensure that only relevant or useful comments are displayed, as well as to take action against any abusive or inappropriate comments. Also, Facebook offers the option to block words and turn on the profanity filter. 

But it’s not only necessary to manage negative comments – by taking control of your comments sections, you can help to provide a generally enjoyable customer service experience. 

Plus, it allows you to accurately reflect your brand and ethos: everything from the tone of voice to the timing of your responses helps to build your community and create a relationship with your customers. And, if the worst should happen, you can also help manage expectations.

Here are some top tips:

  • Check comments on your page regularly
  • Identify comments that require action
  • Respond accordingly
  • Review any other steps that you need to take, e.g. exchanging an item

How to manage comments:

  • Go to the ‘Settings’ section at the top of your page
  • From here, you can allow or disable visitors from publishing posts on your page
  • Within this, you can decide if photo and video posts can be published, as well as if visitor posts have to be reviewed before they’re published

Note that comments on page posts can’t be disabled, but they can be hidden or deleted individually. To do this: 

  • Go to the comment
  • Hover over it
  • Click ‘…’
  • Select ‘Hide’ (or ‘Delete’, if applicable)

You’ll need to manage comments in multiple areas of your page, including posts, photos, and videos. However, other areas of your page where comments may feature include:

  • Reviews – users can also comment on reviews, although reviews can be turned off (if you set up this feature – mentioned in the tabs section above). It’s also worth remembering that reviews may help people to find your page
  • Ads – while you may think comments are only for posts, users may be able to comment on ads if and when you run them, so be sure to manage them accordingly

When responding to comments, you can opt for a public or private response. Note that if you choose the latter, it will show that the comment has been responded to privately. You might want to do this when following up on a customer service query, for example.

Join groups

Joining Facebook groups allow you to network and share content, such as within your industry or with other startup founders. 

When you contribute to a group discussion, it allows you to position your business as an industry leader, such as by responding to queries for advice or call outs for experts. Plus, it’s another way of promoting events, products, or services.

Also, as groups can be set to public, private or secret, the latter two types can be used to create a sense of exclusiveness.

How to join groups:

  • From the news feed on your business page, select Groups’ – it’ll be in the menu on the left side of the page
  • Enter keywords to search for the type of group you’re looking to join. You can also search for the group name if you already know it. Some ideas could be to search for what’s relevant to your industry or product, as well which professional networks or trade associations are applicable
  • Click on ‘Join group’
  • Choose the option of joining as your business page

While there are many groups out there, it’s possible to create your own, allowing you to further develop your community and identify yourself or your business as a leader. 

How to create a group:

  • From the Groups homepage, select ‘Create group’
  • Complete the steps provided
  • Alternatively, create a group by clicking on the arrow menu in the top right hand corner next to your page notifications

Consider Messenger for Business

Messenger apps are becoming increasingly popular, so think about using this feature on your Facebook Business page too.

In June 2018, a Facebook-commissioned survey found that 61% of those surveyed in the UK had messaged a business in the past three months.

With the ability to interact with your community in real-time, Messenger offers another form of customer service, meaning that your business can provide help across more platforms. 

Messenger can also be used as a way of increasing brand awareness and support for your company. There are also more advanced options available, including using chatbots and artificial intelligence (AI) as a way of promoting products. 

To allow messages:

  • Go to ‘Settings’ at the top of the page
  • Select the ‘General’ option
  • Find messages
  • Edit settings
  • Tick the box to ‘Allow people to contact my Page privately by showing the message button’
  • Save changes

If you wanted to disable the Messenger function, then you would untick the box.

Messages can be further modified through the Settings section, too. For example, you can use Response Assistant to set up instant messages or greeting text

Instant messages allow your page to respond as soon as a message is sent to it, such as to acknowledge receipt of a message.

How to set up instant messages:

  • Go to ‘Settings’
  • Choose ‘Messaging’
  • Select yes for ‘Instant messaging’
  • Edit the message to what you want to say
  • Save changes

Greeting messages allow your page to interact with users before they send a message.

How to set up greeting messages:

  • Go to the same Response Assistant as above (‘Setting’ then ‘Messaging’)
  • Select yes to ‘Show a messenger greeting’
  • Create the greeting text that you want for your business page
  • Save changes

It’s also possible to set a status for your page – for example, it can be set as ‘Away’ for up to 12 hours. This is useful for the response time rating, e.g. ‘very responsive’, which is displayed at the top of the page. To set an away status:

  • Go to ‘Inbox’
  • Select the message icon with the green dot
  • Choose ‘Away’ 

For more details, see the Facebook Message help guide

Note that your Facebook Business page username will also be your Messenger username.

Claim unofficial pages

Imagine searching for a company, only to find a confusing array of similar results. By claiming unofficial pages – such as a Wikipedia page about your company, or a customer checking into the wrong place – you can help make things clearer for users, and even improve your rankings on search engine results pages. It's also a great way of retaining control of your business' brand and image.

How to claim unofficial pages:

  • Locate unofficial pages
  • Find and select the ‘Is this your business?’ icon, below the cover photo on the page
  • Decide if you want to request to claim the page, or to merge the page into your business page
  • Complete the instructions that will appear on-screen

You may be asked for details like contact information or documents to claim an unmanaged page – this is to confirm your relationship with the business. 

If you know the page admin of an unofficial page (e.g. a former team member), it may be possible to contact them and be added as a page admin that way.

Note that there are some exceptions – for example, pages that come from Wikipedia or that represent locations (e.g. London) cannot be claimed.

How to measure the success of your page

Now that you know what to do, how do you know if what you’re doing is working? In this section, we look at measuring and understanding your Facebook Business page’s success.

Define your success metrics

To understand what’s working and what isn’t, you’ll need to outline how you’ll measure success on your Facebook Business page. Some main ways include:

  • Traffic to website – the number of users that are going to your website from Facebook
  • Engagement – how well do users engage with your page on Facebook? For example, do they like and share content? And how much time do they spend on the page?
  • Reach – this metric looks at how many people your page has connected with, both through your own posts and how widely it’s being shared. Essentially, this is the potential number of people that can see a post from your page
  • Conversions – examine how many users bought a product or signed up to a service via your page, and calculate any revenue from this

Facebook Page Insights

You can find Page Insights by going to the top of your page and clicking Insights. If Insights isn’t showing there, you may need to click on the ‘More’ button. You’re then free to browse the sections on the left to find more information.

Insights offers information on how your page is performing, e.g. data about the demographics of your users, and responses to posts. Data from the last two years is accessible in page insights, although for demographic data, your page will need to have data for at least 100 people.

Facebook Page Insights measures users’ engagement with your page. It offers page performance metrics so you can examine post performance, and understand when and how your audience uses Facebook. Some other metrics it offers include:

  • Page views – the number of profile views
  • Reach – the estimated number of people who saw any content from, or related to, your page
  • Impressions – the number of times content from, or related to, your page was displayed on a user’s screen

You can also use Page Insights to view likes and unlikes, as well as engagement across videos, events, call-to-action (CTA) buttons, contact information, as well as followers and recommendations. It’s also possible to export data from the platform for external use.

Google Analytics

Google Analytics is a free tool that helps you to understand your customers or audience, and provides a way to analyse business data in a central location. There is also the paid version, Analytics 360, which offers more advanced functionality. 

Google Analytics can be used to measure referral traffic, such as how many people are driven to your website, and from which source (e.g. Facebook). You can also use Google Analytics to see results from page views, helping you realise what is and isn’t working on your page. 

Plus, you can use it to track users’ activity on your website after being referred from Facebook, including which landing pages on your site users from Facebook end up on, as well as any conversions. If and when you run ads on Facebook, Google Analytics also lets you track their performance.

To find Facebook information on Google Analytics, go to the Acquisitions section, select ‘Channels’, then ‘Social’, and look for the Facebook data.

Should I outsource my Facebook Business page management?

Here, we discuss what you’ll be able to do on your own, and what you might need help with, in terms of running your Facebook Business page. We’ll look at the benefits of managing your page in-house, as well as the benefits of outsourcing, and how much that might cost.

Benefits of in-house management

  • Develop expertise internally
  • Keep costs down
  • Can be quicker and easier to implement changes
  • More creative control
  • Focus on your brand only
  • Tailored to your business

Benefits of outsourcing

  • Access to specialists
  • Makes it seem less daunting
  • Industry knowledge
  • Access to dedicated tools and software
  • Alternative opinions
  • Scalable

Next steps

At this stage, you’ve learned more about Facebook Business pages, including why your business needs one, as well as how to create a Facebook Business page and how to optimise it. Plus, we’ve compared both the benefits of managing your page in-house and outsourcing. 

Are you looking for help with optimising your Facebook Business page? An agency could provide the assistance you need. Complete the form at the top of the page to compare quotes for digital marketing agencies – it’s easy, free and quick!