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Optimize your Facebook Page to drive traffic to your website

Organic reach on Facebook has dropped considerably over the past few years, but there are still ways to make your Page work harder as a marketing tool before you resort to paid ads to drive traffic to your website (although paid ads can be very effective and not too expensive, but I’ll get into that another time).

Just to be clear, I’m talking about your Facebook Page, not your Facebook Profile. Your Facebook Profile is your normal, personal Facebook account. While you are allowed to share your business posts to your personal profile, Facebook expressly forbids using your personal profile for solely business purposes.

If you have a Facebook profile for your business, you run the risk of having Facebook close it down without warning. The solution is to set up a Facebook Page linked to your personal profile.

 

Here are 3 steps to OPTIMISE your Facebook page for your business and linking it to your personal Facebook profile.

Step 1. Add links

There are a number of places, other than the obvious Contact Details section, where you can add your website URL to your Facebook Page.

The “About” page

First, the obvious:

1. Click on the About tab of your page and make sure that you have your website URL listed under Contact Details.

Then, the not so obvious:

2. Scroll a bit further down the About page you’ll find a section under More Info called About. Here you have 255 characters to say something about what you do. Be sure to include your website URL.

3. In the right hand column of your About page you will find a section called Story. Here you have as much space as you like to talk about why and how you do what you do, and you can include links.

Your cover image

To begin with, make sure that you have an engaging cover image and find a way to encourage visitors to your Page to click on it. “Why?” you may ask. Well, because you can add a description (including a link) to the image that is only visible once you’ve clicked on it.

First, upload your cover image. Then click on it and you’ll see a space to the right where you can add a description.

Step 2. Call-To-Action button

Your Facebook Page includes a CTA (Call-To-Action) button on the right under your cover image. Here you have various options, including Know More, where you can add your website URL.

Click on the blue button to choose your Call-To-Action.

Step 3. Blog much?

Are you writing blog posts about your art, inspiration or exhibitions? (Writing regular content for your website is a great way to be ranked higher in Google). If you are, be sure to add every blog post to your Facebook Page.

And finally…

Link your Facebook Page to your Facebook profile by going to your profile and clicking on Edit Details in the left hand sidebar.

Click +Add a Workplace and search for your page in the Company field. Click on it and Save Changes.

Then click on Contact and basic info in the left hand sidebar of that section. Scroll down to Websites and social links, hover over it to see the Edit link, and add your website URL.

Now when anyone hovers over your name in a comment or tag, they will see a hover card like this one of mine, that shows a link to your Facebook Page.

Learn more about creating a website and marketing your art, creative services or products online with Websites for Artists.

Tracy Algar is a visual artist, web designer and online marketing specialist who has been selling her work online since 2013. For more tips on creating a website and marketing your art and creative products online subscribe to the email list.

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