Facebook Business Page Diagnosis: About You

Links to Resources

Transcript

When you first go to a business page, on a desktop, you can see that there’s an about section on the right-hand side of the page. On a mobile device, if you want to have your About section evident, it needs to be one of the first 4-5 tabs on your organization list. Even with that though the description you write wont be readily visible. Though there is a segment on the business page on a mobile that is called, “About,” it does not display any narratives that you wrote. Which means that the information that people will see on a desktop looks like this:

There are 17 words available on the desktop and an image to get someone’s attention, and on a mobile device it depends on how you have it organized, but in terms of general information, mostly what will be visible will be contact information. At the end of this training we’ll go over organization a little bit more, but for the moment, let’s talk about the content of these two sections.

About Section

I want to start this one off by talking about what you don’t want to put in your About section, at least not right up at the top. Most of the pages I see will title this about section specifically using their product name or wholesalers name or brand name again. Though I can appreciate why you’re doing this, because this section is about the company, and this would ostensibly be the place to tell your origin stories, its important to keep in mind that your entire business page needs to be structured like a love letter to your audience. It’s not about you and how amazing you are, and where you live, and how many kids you have. It’s about providing your target audience with more information about the products and services you offer and how those products and services will help them live better, more efficient, and happy lives.

Some tips for the about section

  • Make it about them, the problem you solve for them, and how they will feel after the problem is solved here. (More details about this are available in MDS230)
  • If you tell your story, put that towards the end of the narrative, after you’ve talked all about them.
  • Use your brand voice, whatever that is for you. It may sound very much like you, or you may have a brand persona that you use, stick to the same voice.
  • Make sure it addresses the key questions: Why does your brand exist, what problem are you solving? What is your product or service? How does it solve the problem? Where are you located? How does someone shop? Does your target audience know who they are? Why should they trust you?
  • Keep it short. People skim way more than they read entire segments of text, so keep it short and sweet.

Lastly, don’t use the same picture for the About section as you do for your cover photo, profile picture, or pinned or most recent post. No one likes to see the same picture more than once on the same screen. It looks like it wasn’t worth putting the effort in, which makes prospects edgy.

Information About Your Business

Depending on the type of page you selected, different information will be available for your visitors, but you want to fill out as much of this section as you can. You are able to edit your Page Info from the About section, and you will want to give people the information that you would want to know to psychologically reaffirm with them that you are a legitimate business. The fact of the matter is that no one is going to come in here and go down the list to see what information you have available. But the absence of it will be noticeable.

Showing that you have a robust online presence with multiple avenues to contact your business demonstrates legitimacy in the eyes of prospects. Nothing makes people more nervous than coming to a website and seeing no evidence of personalization on it. No pictures of the owner, no contact information, no location information, no other social media accounts with pictures that would suggest there’s a real person behind the web page. I know that many of you prefer to keep your private life private. That said though, if you are a small business owner then you are relying upon your personality and your personal brand to attract customers. Even if you aren’t willing to share the intimate details of your own life (which, depending on your business would be unnecessary and inappropriate anyway) you will want to establish a brand for your business and lean heavily into yourself and your personality to get your message across.

If you are concerned about anonymity, you can get a free phone number from Google and rent a PO Box to use as communication methods. However you to it though, don’t waste this opportunity to create trust with your new prospects by leaving this section sparse or empty.

Additionally, if you have Team Members designated in this section, then you want to make sure that those team members keep their personal profiles reasonably active. If someone decides to take a closer look, you don’t want them leaving because it looks like your team is made up of bogus members. In MDS220 we go over the kinds of things to post on your personal profile and how often to post to maintain an active personal persona on Facebook.