Facebook Page Setup SOP

Step-by-step for creating a new client Facebook Page before ad launch. Philosophy: minimum viable setup to pass Facebook's optimization checklist and avoid looking like a fly-by-night company — no more. Content is not added after launch.

This SOP sits inside the broader Client Launch SOP as a sub-task during the asset prep / GHL setup phase.

Principle

Someone who clicks from the ad to the Page profile should see "legitimate business, let me book" — not "who are these people?" That's the entire bar. No engagement strategy, no content calendar, no community building. The Page's only job is to survive a 5-second credibility check before the user books.

Setup Checklist

1. Recycle an old page (preferred)

• Pull a dormant Page from a past client (ones whose contract ended).
• Why: old pages already ran Page Likes campaigns and carry 250+ likes. Starting fresh means another engagement campaign spend to build social proof.
• Constraint: Sean has had issues creating brand-new Pages with current Business Managers recently — recycling is the working path right now.

2. Rename + rebrand

• Change Page name to new client's business name.
• Swap profile photo to the best clean logo shot the client has. If they only sent grainy Facebook exports, ask for a high-res version.
• Swap cover/background photo to a clean on-location shot (stock photo from the client's own phone is fine — real work is better than stock).

3. Fill required fields

• Page title
• Address
• Business hours
• No phone number, no email — this is deliberate. The only path to contact is the self-booking page. This forces every inquiry through the funnel and prevents leaks.

4. Single welcome post

Format: "Hey [Area] homeowners — look what we just finished" + photo + booking page link. - One post. Not 3, not 10. - Photo: any client work shot (can recycle across pages if needed in a pinch). - The only link on the entire Page points at the self-booking URL.

5. Facebook's optimization checklist

Facebook shows a Page-setup progress panel with suggested items (description, services, etc.). Tick everything on that panel — just enough to clear the checklist, not to build a content hub. Stop the moment the checklist says 100%. Do not add additional posts after launch.

6. Engagement / Page Likes campaign (only if fresh page)

• If a recycled page with 250+ likes isn't available, run a small Page Likes campaign to build baseline social proof.
• Target: 250+ likes before ad launch. Prevents the "brand new page, zero likes" credibility tell.
• Budget: minimum needed to hit 250.

What NOT to do

• ❌ Don't publish posts on a cadence after launch. The Page is a credibility artifact, not a content channel.
• ❌ Don't add phone numbers or email addresses anywhere on the Page. All inquiries go through the booking page.
• ❌ Don't spend time on 15 different content posts to "look active." Five-second credibility is the goal; beyond that is wasted effort.
• ❌ Don't create a brand-new Page if a recycled one is available — you'd be paying for page likes you already had.