The #1 driver of traffic to my website? Facebook. The biggest source of new subscribers? Facebook. (Over 50% according to my analytics!) The place the vast majority of my clients first find me? Facebook.

Facebook is the world’s biggest social network and it’s an excellent place to find, connect and serve your ideal clients. So let’s make sure your Facebook Page is in tip top shape, shall we?

Open up your Facebook Business Page and we’ll go through this five point checklist to make the most of your Facebook page. Make a note of anywhere you can take action to make your Page even better.

A visually appealing–and useful–cover photo

Your cover photo is super valuable real estate — it’s the first thing any visitor to your Page sees and it helps them determine whether they scroll down to see your content and maybe press ‘Like’ to join your Page, or navigate away.

Great cover photos are not only visually appealing but also convey something about who you are and what you do. This could mean including your tagline, highlighting a program or a free call or even spotlighting a client testimonial. (Bonus points if you include a call-to-action that encourages people to click on your cover photo!)

Here’s a great example:


You don’t need to have a graphic designer on staff to make a great cover photo, either. Both Canva and PicMonkey make it a snap to create your own.

Your URL in your cover photo description

Now that you have an enticing cover photo, people are going to click on it! When it pops up in the photo lightbox, don’t miss the opportunity to give them more information and link them to the relevant page on your website in the photo’s description field.

Take a look at what pops up when you click on the cover photo example I shared above:
(Click on the image to see it full size so you can read the description)

Your URL in your profile photo description

It probably won’t get as many clicks as your cover photo (since it doesn’t have a call-to-action) but you should still take full advantage of the description field on your profile picture. I like to put some more info about me specifically and link to my website’s About page.

And speaking of your profile picture, as much as possible, this should be an actual photo of you, not your logo. Social media is about being social and people like to engage with PEOPLE, not logos.

Your URL included predominantly in your About section

There are very few places on your Facebook Page where Facebook lets your audience click directly through to your website. Your Page’s ‘About’ box is the most prominent.

Where exactly this About box displays depends on whether your Page has the new layout (one-column timeline) or the old layout (two-column timeline):

In the old Page layout, the About box was right below your profile picture and included only the contents of your Page Info’s “Short Description” field so you had to include your URL in this description manually.

In the new Page layout, the About box has moved a bit farther down the left column and contains both your “Short Description” AND your website URL (so make sure you’ve filled in your Page Info’s website field). You can still include your URL in your “Short Description” as well.

Consistent sharing of high-quality content

Just like you can’t have a blog without blog posts, you don’t have a Facebook Page without Facebook posts. The content you post to your Page is at the heart of your Facebook presence and it needs to be strong, varied and strategic. But this doesn’t have to feel overwhelming!

The first key is batching most of your Facebook content: setting aside time once a month or once every 2 weeks to write and schedule the next chunk of posts. This will alleviate the daily what-the-heck-do-I-post?! pressure AND you’ll share higher-quality stuff because you are doing it in a purposeful, strategic way (rather than on the fly). Get a block of social media creation time on your schedule if it isn’t already!

The second key is a content framework to make writing those posts easier. There are 4 main pillars (or types) of content you should be sharing on Facebook:

    1) Attraction: The goal of this type of content is to attract new fans to your community.
    2) Education: The goal of this type of content is to establish yourself as an expert, the go-to person in your field.
    3) Engagement: The goal of the content in this pillar is to get your community involved and create conversation.
    4) Advertising: The goal here is conversion. Consider what the ‘next step’ you’d like your fans to take in your business. (Listen to your podcast, join your newsletter list, sign up for a webinar, etc.)

(To learn more specifics about the 4 Pillars, check out my bio below for access)

The combination of these two keys (batching & using the 4 Pillars) will give you a very solid foundation to grow–and really connect with–your audience on Facebook. (My own reach & engagement went up over 200% when I implemented this system.)


Make a note of any of the checklist items you need to take action on. If it’s an easy fix, do it now! (No time like the present, right?) If they are going to take a little time, get out to-do list and schedule some time to address them.

Come leave a comment with your Facebook Page URL over on the Coaching Blueprint Facebook Page in the next 2 weeks and I’d be happy to take a quick look-see for you and give you some feedback!
Jackie Johnstone is a social media consultant for passionate entrepreneurs with an important message to share. She’s on a mission to help you banish tech headaches, reach more people, make real connections and change more lives.

Get your social media brimming with brilliant posts your audience will love! Grab Jackie’s free training here and get everything you need to start using the 4 Pillars of Great Social Media Content in your business.

You can find Jackie all over the social web but she’d love to connect with you on Facebook, Twitter, or Instagram!


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