How to Create and Optimise a Facebook Business Page

A Facebook Business Page is a dedicated presence on Facebook for your company, separate from your personal profile. It gives potential customers a place to find you, learn about your services, read reviews, and get in touch — and it is free to create. With over two billion active users, Facebook remains one of the most widely used social platforms in the UK, particularly for local and consumer-facing businesses.

Creating a page is only the first step. How you set it up, what information you include, and how consistently you post all determine whether your page becomes a genuine asset for your business. This guide walks you through every stage, from the initial setup to the optimisations that make a real difference.

Setting Up Your Facebook Business Page

To create a page, log into Facebook with your personal account (or create one if needed — Facebook requires all pages to be connected to a personal account, though your personal profile is not publicly linked to the page). From the menu, select "Create" then "Page". Choose an appropriate category (Local Business, Company, Brand, etc.) and fill in your business name exactly as it appears on your website and other directories.

Upload a professional profile photo — your logo is the standard choice — sized at 170x170 pixels. Add a cover photo or video that visually communicates what your business does, ideally at 820x312 pixels. Complete the About section thoroughly: business description, address, phone number, website URL, and opening hours if applicable. Consistency with your other online listings helps both users and search engines connect the dots.

Optimising Your Page for Visibility and Engagement

Choose your username (also called a vanity URL) carefully — it should match your business name as closely as possible and be consistent with your handles on other platforms. For example, facebook.com/yourbusinessname. A consistent, recognisable username makes it easier for people to find and tag you.

Enable messaging if you are able to respond promptly — a low response rate negatively affects how Facebook displays your page to visitors. Pin an important post to the top of your page, such as a current offer or an introduction to your services. Use the Services or Products sections to highlight specific offerings with images and descriptions, turning your page into a lightweight catalogue.

Building Your Audience and Posting Consistently

The most common mistake businesses make with Facebook pages is posting sporadically — a flurry of activity at launch followed by weeks of silence. Algorithm changes have reduced organic reach for pages significantly, but consistent posting at least three times per week still builds an engaged following over time. Mix content types: behind-the-scenes photos, customer stories, helpful tips, and promotional posts should all feature in rotation.

Encourage your existing customers to like and review your page through email newsletters or in-person prompts. Positive reviews on your Facebook page contribute to social proof and can influence purchase decisions. At Xpose in Norwich, we work with businesses across the East of England to build social media strategies that combine consistent organic content with targeted paid promotion to grow reach and drive enquiries.