While SEO is definitely important, search
engines are not the only way for people to
learn about your website. Facebook is a
great way to drive traffic to your website –
in fact, a report from Shareaholic found
that Facebook drives more website traffic
than any other social platform. And to
complete the cycle, more traffic to your
website means a better ranking in search
When you’re looking at your Facebook
Page Insights , it is easy to get excessively
hung up on statistics like engagement,
Page likes, and post reach – which can
make it easy to forget that the ultimate
goal of all of these targets is to turn
people into customers. Facebook is a great
way to reach your target audience, build
trust, and become known as the pet health
expert in your community, so that you’re
the first practice that comes to mind when
someone needs a veterinarian.
In order to do that, the intermediate step is
to get all of these followers to make the
click from Facebook to your website. If
Facebook is the barbecue happening on
your front lawn, your website is your
practice’s online building.
To take that analogy a step further: on
Facebook, people are getting to know you,
checking out who else is there, and
figuring out whether they like you – you
know, as people . While some of them
might feel a connection and decide to book
an appointment right then and there, the
majority need to learn more. Clicking
through to your website is like taking a
peek inside your practice, seeing who is
there, what is offered, and taking one more
step towards booking that appointment.
The trick is to make it easy for people at
your barbecue to take that peek inside your
building. Here are 7 tips to help you prop
the door open.
1. Optimize your Facebook Page for
First and foremost, people can’t click
through to your website if they can’t find
the link – so put it everywhere that makes
• Your “About” tab.
•Photo and video descriptions where
•Timeline milestones – e.g. if you
have a milestone for “Moved to
[new address]” include the link to
the page of your website that has
directions to your practice; if you
have a milestone for when you
began offering a new service, link to
your “Services” page, etc.
•In every Page post that invites
people to visit or call.
Every Event page.
You should also considering a call-to-
action button to your profile. The call-to-
action button is a handy little feature that
appears at the top of your Facebook Page,
next to the Like button. When visitors click
the button, they are taken to the web page
of your choosing, such as a contact form
or an email sign-up page.
has step-by-step instructions to help you
People can't click
through to your
website if they can't
find a link.
2. Have a steady stream of fresh content
on your website.
Posting funny pictures, cat videos, and
links to news and educational articles are
great ways to entertain your fans – but
they don’t drive traffic to your website.
How can you post about your website all
the time when there’s only so much to see
– and so much to say about it?
Blogging is your answer. A steady stream
of fresh content gives you something to
promote on Facebook, gives your followers
something interesting to read, and keeps
them coming back for more.
There are countless other benefits to
having a blog on your website – for more
on this, download our free guide, Blogging
Your Way to More Business , from the
Knowledge Center .
3. Optimize your content for shares.
You don’t have to do all the heavy lifting!
Once you have a blog that is regularly
updated with fresh content, make it easy
for other people to share on Facebook.
Including social sharing buttons provides a
one-step way for people to send your
content – with a link to your website – to
their own Facebook timeline for their
friends to see – and hopefully click.
4. Use big images.
Visual content is king – posts with photos
get more engagement, including likes,
comments, shares, and CLICKS, than text
Using big images on your website and blog
gives Facebook something to pull in when
you (or your readers!) share a link (see #6
below) – and they make the page
attractive for the user after they’ve clicked
through. A good rule of thumb for images
that look good on Facebook is to set their
dimensions to 1200 x 628.
5. Craft compelling text.
The text you include with your link could
win – or lose – the click. You want to
describe the content in enough detail to
give readers a reason to leave Facebook in
favor of clicking to your site without
Some best practices:
•Remember that people hate click-
bait – they may click but they will
“ bounce,” which is bad for both your
Facebook reach and your website’s
•Avoid all-caps unless you really
mean it – having caps in every
teaser is a turnoff, especially when
the subject doesn’t warrant them.
•Use a friendly tone, and don’t be
afraid to use humor – remember,
you’re at a barbecue. Write your
Facebook post the way you would
talk about it if you were telling
someone they should read your
•Make sure your blog posts have
compelling titles. The title will show
in the link preview, so it becomes a
part of your Facebook post, and an
irresistible title goes halfway to
getting the click.
6. Use Facebook’s Link Share view.
A lot of Page administrators – including us
– used to share links by uploading a big,
pretty picture, then putting the link in the
status update. Seems logical, given that
photos do well.
As it turns out, Facebook’s data show that
people are more likely to click on a link
that was shared using their “link share”
feature. As such, their algorithms have
been updated to favor the link share view
when deciding what content to show to
whom. So using this view means both
more reach, and more clicks.
Facebook used to force you to use the
image in your blog post as the teaser
image for your blog post, but now you can
choose one of many images from your blog
post, or even upload your own! If you do
decide to upload your own, be sure to use
a large image (preferably 1200 x 628) to
make sure the image is clear and not cut
The easiest way to get your Facebook
posts in front of your desired audience is
to put a little money in. Facebook has a
ton of options when it comes to targeting
your ads, including: getting more reach
among your current fans; showing an ad
only to local pet owners who don’t already
like your Page; and even showing it to
people who like your competition.
You can start advertising for as little as $5
and there are lots of reports and measures
to show you what kind of return you’re
Using Facebook to drive traffic to your
website isn’t hard, and it can be an
effective part of your overall veterinary
practice marketing strategy.
speaking, having that barbecue on your
front lawn is a great way to draw people in
and help them get to know you. Then, you
make it easy for them to walk in your front
door so they get a feel for your expertise
and some ways that you can help them.
Finally, when they need the help you can
offer, your practice will be the first place
that springs to mind.