If you aren’t using your Facebook Page to drive conversions, you’re missing a big opportunity. That doesn’t mean you have to sell things directly from the Page. But it can be a valuable part of your sales funnel. For example, you can use your Page to get leads for your agency, reservations for your restaurant, or subscribers to your email newsletter.

Here are some ways to get as many conversions as possible from your Facebook Page:

1. Test different call-to-action buttons to see what works best. 15 different options are available, and many overlap. For example, “Contact Us”, “Learn More”, “Sign Up” and “Shop Now” all link to a URL of your choice. Try different buttons and check Facebook Page Insights to see how many people click on them.
2. Use custom Page Tabs. Custom Page Tabs are like miniature webpages, right inside your Facebook Page. So you can use them as another place to put CTAs or make your pitch. For example, Kinsta’s Page has a tab with a form for email signups. While Starbucks’s Page has a jobs board.
3. 96% of Facebook users access it on mobile. So be sure to preview your Page not only on desktop, but also on mobile. Pay special attention to your cover photo, which will be horizontally cropped on small screens. (Side note: a mobile-friendly website is super important too.)
4. Set up an automated response. It’s easy to miss messages from fans and prospects. So if your Page has messaging turned on, set up an autoresponder. In your Facebook Page’s messages inbox, click “Automated Responses” in the left-hand menu. Then enable “Instant Reply” and edit the default message.
5. Do some “Facebook SEO”. Get more traffic to your Facebook Page by including relevant keywords in your Page description. For example, if you run a content marketing agency, make sure you include the phrase “content marketing agency”.
6. Keep your Page active. You don’t have to post something new every day. But if you go longer than a couple of months without sharing anything, new visitors might think the Page is dead.