Someone recommended a workshop to you. They say it makes good furniture, does not disappear with the deposit, and even cleans up after installation. Sounds like the kind of people worth keeping around.
You find their Instagram. The bio says, “Quality. Reliability. Individual approach.” The last post is a New Year’s greeting. From 2023. Below it, a photo of a kitchen you think you have already seen at three other workshops. There is one phone number in the profile and another on the website.
The workshop may be excellent. But now you have to conduct a small investigation to make sure it still exists.
After hearing about a business, people may open its profile looking for simple answers: do you take on their kind of job, where do you work, and how can they contact you? Before asking your social media manager for more reach, check whether people can find those answers there.
1. People may arrive already interested
Imagine a hypothetical workshop that makes custom furniture. A customer heard about it from a neighbour. They do not need an explanation of why people need kitchens. They need to know whether the workshop can take on their project, what the result might look like, and how to get the conversation started.
They open the profile with specific questions. Do you work in their city? Do you take on small jobs? Can they see real work? Is it clear who will reply to a message?
And the profile tells them that today is World Coffee Day.
A holiday post does not do any harm by itself. The problem starts when there are no answers about the work between the holidays. The business runs a page, spends time on it, approves images—and the customer still has to piece together basic information.
Some posts introduce people to the business; others help them check the terms and understand the next step. A video of an installation, for example, may draw attention to the workshop. An explanation of how to book a measurement visit and what to prepare can help someone who is already choosing a contractor.
2. Freshness is more than the date of the post
An old latest post may raise questions. But publishing every Tuesday does not prove that the information is up to date either.
A profile may have a video from today and a link to a form nobody checks anymore. It may have fresh stories but last year’s opening hours. Or ten beautiful photos with no explanation of whether they show your own jobs, visualisations, or simply a collection of inspiration.
Start with what you can verify: contact details, service area, services, and how to get in touch. Look at the page as someone who does not know your company. “We work for you” tells them very little. “We make custom kitchens in Lviv and the surrounding region” already tells them whether they are in the right place.
It also matters how people find the profile. For example, Google lets businesses add social links to their Business Profile, but says the feature is available only in certain regions and may not be available to a particular business. If you see it in your account, check that the links point to your current profiles. Google’s guidance on social links.
This is a technical feature, not a promise of new customers. The point of the check is simple: people should not go from your current business listing to a social page that was abandoned long ago.
3. Show the result so people can understand it
A photo of a finished kitchen is better than no photo. But customers get more from it when they know what the workshop did.
In our hypothetical example, you could write: “The customer wanted room for a large fridge and more storage in a small kitchen. We moved some cabinets higher, planned outlets for the appliances, and agreed on the countertop height. Here is the finished result after installation.”
That gives people the problem, the solution, and a visible result. They can compare it with their own situation. There is no need to invent an enthusiastic review, an exact timeline, or savings nobody measured.
If you show a visualisation, call it a visualisation. If you use someone else’s photo, do not present it as your own work. And if a customer has not allowed you to publish their project, prepare something else: show samples, a construction detail, or an explanation of your process without their personal information.
Those limits do not get in the way of interesting content. Often, a specific answer to “why did you choose this solution?” says more about the work than yet another panorama set to music that has become impossible to hear without an inward wince.
4. Build the profile around real questions
Do not start with a table of thirty posts. Think first about your latest customer conversations. What did people ask before the first meeting? What information were they missing? What did you have to explain again and again?
For our workshop, let us start with questions about measuring, materials, approvals, and installation. The owner may explain all of this well in a meeting, but a potential customer has not been to that meeting yet. Put some of the explanation in the profile: what is needed to get started, and what the customer will be able to decide after the measurement visit.
These questions can give you a small set of materials to add to over time:
- a clear description of the service and service area;
- a few examples of your own work, with the customer’s task explained;
- how to start working together;
- answers to questions that really do come up repeatedly;
- a current way to contact you.
You do not need a separate post for every item. Some information is easier to keep in the bio, a pinned post, or a story highlight. The layout depends on the platform; the important thing is that people can find the answers without an archaeological dig.
If it is hard to describe your service in plain language, this article on finding customers’ own words for a service name may help. Your customers’ actual messages are more useful here than another list of “powerful sales phrases.”
5. Do not make your social media manager invent the business
The person who runs your social media can organise material, write copy, and help present it. But they should not have to decide on their own what deadlines you can promise, what the team is responsible for, or which jobs were actually completed.
Without those facts, the content can easily fill up with wonderful specialists, flawless service, and the best solutions. Everyone is very busy. Especially the adjectives.
Agree on who provides real materials and who confirms the facts. In our workshop, this could be part of closing a job: the manager leaves photos, a short description of the customer’s task, and a list of what may be shown. The person responsible for the service checks the technical details. The social media manager turns it into a clear story.
The pace also has to be manageable. If the team can regularly provide one good story about its work, start there. Increase the frequency when you have the material and a way to collect it. A commitment to “post more often” does not create photos or new facts.
6. Check the route to a conversation
Ask someone who does not work in your business to open the profile on their phone. Give them a specific task: “Imagine you need this service. Find out whether we are a fit and show me how you would contact us.”
Watch where they get stuck. Do not explain that prices are hidden in the eighth story and the current phone number is under a post about moving premises. If they need a tour guide, the profile still needs work.
Then follow the route yourself: link, form or message, receipt of the enquiry, and the responsible person’s reply. Mark a test message as a test so the team does not spend time on a job that does not exist.
To assess changes, look at the enquiries and questions you can actually see. Has it become clearer what people want? Is less time spent explaining the basic terms? Does the chosen contact channel work? A small number of observations does not prove an impact on sales, but it can reveal a specific problem worth fixing.
7. Where to start
Open the profile and find one gap that makes a customer guess: an outdated number, an unclear service, someone else’s photos without an explanation, or no next step. Fix it, check it on a phone, and only then return to the content calendar.
If you need help managing the profile and its content systematically, you can start with SMM at GrandMa. The first question to ask about that work is: what should a customer understand when they visit you for the first time?
They may already be ready to write. They just want to know that the New Year’s greeting from 2023 is not the last word from an expedition.
the option to add links and its regional availability. The practical examples and profile-checking steps in this article are editorial recommendations, not Google requirements.