There is a science that studies how the human eye looks at a page. This study is called “eye tracking” and it is already a major part of digital analytics. So, where do you think most people look at when they first see a Facebook page? Obviously, it’s the cover photo. This is backed by scientific study.
But what you might not know is that most of your audience won’t even look at the lower part of your page. In fact, most will only see less than half of the upper part of your page. This is an unconscious phenomenon that is already developed habit in all.
There is no denying it. All eye tracking studies similarly conclude that the center of the cover photo along with some of the graphics below and on the side have the most views. What this means is that the cover photo is one of the most important, if not the most important part of your page. If you are not doing a good job with your cover photo, then you will be losing new likes. Also, you might be losing the opportunity of using your cover to create leads.
How to Make The Most Out of your FB Cover Photo
Say you are a roofer and you have a Facebook page. You could simply follow the example of most other roofing companies: pick a picture of a nice roof you might have done in the past. This is simple and there’s nothing really wrong with it. Except that you aren’t using your cover to get you more click through leads. You can do so much more.
So how do you create or design the perfect cover photo that gives you more business?
– Start with the usual photo you would display. If you are a roofer, it’s fine to use a nice photo of a roof that tells people what your page is about. But you shouldn’t stop there.
– Include a good call to action. If you put your call to action on your ‘about us’ page only, only a few people will see it. It is true that a thorough CTA text should appear in your about us page. This would be something written for those already interested in your brand. But your initial hook CTA should be in your cover photo. For example, under the picture of the nice roof, you can say:
“Want a nice roof just like this? Give us a call”. Place it on the top left of the page so that it’s the first thing people see.
– Change up your cover photo from time to time. This can reflect the season or any new events you have.
– Lastly, don’t forget to put your logo so that you can create brand awareness. Alternatively, you can use your profile photo to include your logo instead.
Just be careful with your CTA. Anything that oversells is a bad idea. Finally, be reminded of what Facebook tells us about the cover photo rules:
“All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can't be deceptive, misleading, or infringe on anyone else's copyright. You may not encourage people to upload your cover to their personal timelines.”
Follow these principles and you’ll be fine. Good luck and share with us your cover photo ideas.