You have started the journey of creating a Facebook business page to get your business out into the world and in front of potential customers. Now you have the daunting task of describing what it is that your company does and keeping it under 225 characters.
Not sure where to start? Here are some tips to help you make a statement that your customers will find helpful and that will help optimize your page at the same time.
- Keep it simple - Less is more. Not only are you limited by the number of characters you can use, but you want people to understand what you do in a few quick sentences. Think of it as an “elevator pitch” that is quick and efficient at highlighting the important parts of your business.
- Include keywords - Google looks for “keywords” when they generate web results and this includes the ones in your About section on Facebook (this is known as SEO - search engine optimization). What words would you search? To find an HVAC company to fix a furnace, for example, most people would search something along the lines of “heating & cooling companies” or perhaps “furnace repair”. Keywords like these need to be included in your About page in order to match searches.
- Include your location - Geographical terms are also keywords. In addition to “heating & cooling companies”, your potential customer would also want to include their city (or nearest larger city or another local reference to the area) to focus the search nearby. So, if someone searches for the phrase “heating & cooling companies in Port Huron, Michigan” for example, among the narrowed down search results should be your company’s Facebook page if it includes all or some of the same words.
- Speak your customers’ language - Many of your customers will not understand terms or slang that seem plain to industry insiders. Make sure you use commonly used words that everyone understands.?
- Mention how long you have been in business - This doesn't apply to every situation, but if you have years of experience on your side, HIGHLIGHT IT! Most home and business owners feel more comfortable trusting their installation or repair to a company that is well established and experienced.
Let’s look at an example of an effective “About” section.?
EXAMPLE: Bob’s Heating & Cooling is a second-generation heating and AC company that was started in 1959. Located in Port Huron, we serve the St. Clair County community with pride.
Let’s break down what makes this a great “About” section for Facebook:
- Bob’s business name is clearly stated.
- What Bob does (heating and cooling) is included in his company name and also included again using AC instead of cooling (a popularly used alternative reference), increasing the opportunity for keyword matching.
- Bob mentions he has years of experience by highlighting that not only is this a second-generation company, but it was also started in 1959, giving him over 60 years of experience, which helps build trust with potential customers.
- His business location is identified along with his general service area, which means not only will he get search results from individuals looking for service in Port Huron, but also in St. Clair County area.
In conclusion, writing an About section isn’t all that hard once you identify the key elements that you need to incorporate. Using these tips can help get you started on the right track with proper optimization, creating a strong online presence that gets you found and builds lasting connections with your customers.
