The short version
- A good business post has 4 parts: a first line that earns the next line, one real detail, a bit of proof and one ask.
- Start with the customer's situation or your news, not with your company name.
- One real detail (a street name, a part number, a price) beats three general sentences.
- Ask for one thing only, so the reader knows exactly what to do next.
- Most posts need 40 to 80 words. You can write one in 10 minutes with the template below.
You sit down to write a post and your mind goes blank. Or you write 3 lines, read them back and they sound like every other business page. Knowing how to write a Facebook post for business is mostly knowing what goes in it.
Here's a 4-part formula you can use for almost any post, plus 3 real rewrites and a template to copy.
The 4-part formula for a business Facebook post
Think of a post as a short conversation at the counter. You say something that gets their attention, you tell them one specific thing, you show you're the real deal, and you tell them what to do next.
First line: earn the second line
Most people see only the first line before they scroll on. Lead with something they care about: a problem, a question, news or a number. Not "We are pleased to announce."
One real detail
Name the street, the dish, the part, the dog, the price. A real detail tells readers this is a real business with real work, and nobody else could have written it.
Proof
A finished job photo, a customer's words (with permission), a year in business, a number you can back up. One piece is plenty.
One ask
Call, message, stop in, book or order. Pick one. If you want to see a long list of options, see call to action examples for Facebook posts.
How to write a first line people stop for
The first line has one job: make the next line worth reading. Start from the customer, not from you.
- A problem they have: "Your furnace has been quiet since March. It's about to be asked to work."
- A question they'd ask: "Can you still get a haircut after 5 on a Saturday? Yes."
- News with a date: "We're closed Monday for the holiday. Back Tuesday at 7."
- A small surprise: "The most requested cake this month was lemon. Not chocolate."
- A before photo caption: "This is what the back porch looked like on Monday."
Skip openings like "Hello Facebook family" and "Happy Monday everyone." They push your real point below the fold. If you want ideas for what to say at all, start with what to post on your business Facebook Page.
3 posts rewritten, before and after
Here's the formula on 3 weak posts. The "after" versions use the same facts. They only change the order and add one real detail.
| Before | After | What changed |
|---|---|---|
| We are excited to announce we now offer drain cleaning services. Contact us for more information. | Slow kitchen sink? We now clear drains the same day if you call before noon. Call [phone] and tell us the street. | Opens with the customer's problem, adds one real detail (same day, before noon) and one ask. |
| Check out our new menu items. So many delicious options for everyone. | New on the menu: the [dish], with [one ingredient] from [local supplier]. Lunch only, until we run out. Stop in this week. | Names the dish, the source and the limit. One ask. |
| Great job by our team today. We love what we do. | Finished this [kind of job] on [street name] today. Same crew, same truck, done by 3. Want a quote? Message us here. | Shows the work, names the place and ends with an ask. |
Notice none of the "after" posts got longer than 3 sentences. They got more specific. Posts with a photo of the actual job do the most work, and how to take good photos for your business page with a phone covers that part.
A fill-in Facebook post template
Copy this, replace the brackets and post. Delete any line you can't fill with something true.
4-part post template
[Problem the customer has, or your news, in one line.] [One real detail: the street, the item, the price, the day.] [Proof: what you finished, what a customer said, how long you've done it.] [One ask: Call [phone], message us here, stop in before [time], or book at [link].] Photo: [what the photo shows]
Same template, filled in for a lawn crew
Your lawn is about to wake up and so are the weeds. We're booking spring cleanups for [neighborhood] the week of [date]. Mulch, edging and a first mow. This is a yard we finished on [street] last year. Same crew will be out again. Message us here to grab a spot. Photo: the finished yard from the street
How long should the post be, and how should it sound
Short and clear wins. For most local posts, 3 to 6 sentences is enough. For more on length, see our guide on ideal Facebook post length.
Do
- Use "you" and "your" so the post is about them.
- Use contractions and plain words, like you'd say it on the phone.
- Put the date, price or place in the first 2 lines.
- End with one clear ask.
Don't
- Open with "We are excited to announce."
- Stack 5 asks in one post.
- Use industry words your customers don't use.
- Post a flyer image with no words in the caption.
What to do after you post
Writing the post is half the job. When someone comments, answer them the same day. A quick reply shows the page is run by a real person, and how to reply to Facebook comments as a business gives you lines to use.
If you're stuck for the next one, what to post when you have nothing to say has a list you can start with tonight.
