At Facebook’s most recent town hall meeting on May 14, CEO Marc Zuckerberg suggested that Facebook users with business Pages treat them as a landing page, rather than solely concentrating on publishing posts. Read the full story here.

In light of this suggestion, we have developed the following three tips for treating your Facebook business page as a landing page that consumers can visit to access up-to-date information about your organization.

Claim Your Facebook URL Name

In order to ensure that consumers can easily locate your Facebook Page, it is important to claim your Facebook URL name. By claiming your URL, the address to your Facebook Page will no longer end in a long string of meaningless numbers, but instead with your Facebook page name or a close approximation of it.

You can choose any name that hasn’t already been claimed, but we recommend using your business name or a name as close as possible, making it easy for consumers to remember. This is especially important for helping mobile users access your page if they don’t have the Facebook app and must physically type the URL into their browser.

Claiming your URL name can also assist in marketing efforts, as a claimed Facebook URL name is typically much shorter than the default URL, making it easier to display on printed materials, advertisements, or merchandise.

For instructions on claiming your Facebook Page URL name click here.

Categorize Your Facebook Page Correctly

Categorizing your Facebook Page provides business users with a number of benefits. For one, the chosen category type shows up under your page name and in search results, allowing visitors to confirm that they are accessing the correct page. Categorizing your page also defines what information will be displayed to visitors in your page’s ‘About’ section.

When categorizing your page, begin by choosing one overarching category or ‘page type’ from the six available options illustrated below. Once this is chosen you can choose from a variety of related subcategories, selecting up to two relevant subcategories for your page.

 

facebook-pagesIt is often unclear which page type would represent your business best, so we have described the three most common types below:

  • Local Business or Place – the Local Business or Place page type is recommended when you have one physical location, store, or service center that you are interested in driving foot traffic to. Selecting this page type focuses the ‘About’ section around your hours of operation, location, and parking options, and will be prominently displayed to mobile users. Subcategories range from Hotel, Restaurant, Retail, Attraction, and many more.
  • Company, Organization or Institution – the Company page type is best for organizations that have more than one physical location, making it difficult to enter hours of operation and location information, or for companies that aren’t interested in driving foot traffic to their location for a variety of reasons, including online commerce. Subcategories range from Media, Consulting Services, Farming/Agriculture, and more.
  • Brand or Product – the Brand or Product page type is recommended if you have a brand that encompasses a large amount of products with no physical locations, or if you have a single line of products that are sold through a variety of retail channels. Subcategories include Cars, Clothing, Commercial Equipment, Tools, and many more.

If you have already set up your page, it’s not too late to change your categories. For information on how to change your Facebook Page category at any time, click here.

Personalize the About Section

After you have chosen your page type/category you will be directed to an ‘About’ section form to fill out for your page that is tailored to your chosen category. Filling out the information is fairly self-explanatory, as Facebook provides you with the necessary fields you need. It is recommended that you fill out as much of the ‘About’ section as possible, to the extent that the information is relevant to your page visitors. You don’t have to fill out every single field that is asked for, but don’t leave out vital information. If you are trying to get foot traffic to your location, make sure that your location and hours of operation listings always stay up-to-date.

Use natural language that your visitors can easily understand. Although you should make sure to include appropriate keywords in your description to improve your Facebook Page’s SEO, don’t include so many keywords that the descriptions become hard to read or long in length.

Even though these tips will help your business’s Facebook Page become a landing page for consumers who want quick access to information, always include a URL link back to your website so that the visitors can find more information as they need it.