Twelve years in, the "just a Facebook Page will do" era is long over. But for local businesses. Restaurants, salons, home services, anywhere a customer might check reviews before calling. Facebook Pages still carry outsized weight. Facebook is still, by volume, one of the two largest review platforms online. Ignoring it isn't a win; it's lost referrals.
The Facebook Page Audit scores the public page view. What a prospect sees before logging in. Profile photo, cover image, about summary, phone, hours, website link, rating, follower count. Eight signals, all readable from the public preview, all things that decide whether a visitor picks up the phone or scrolls to a competitor.
The most common miss: no website link. Facebook gives you a website field; it's also the single sameAs signal Meta publicly exposes to crawlers. Fill it.
Methodology: Chapter 11 of The $20 Dollar Agency, Social Media Playbook. For local businesses specifically, Chapter 18. Hotels & Motels. And Chapter 20. Home Services. Walk through the industry playbooks where Facebook still punches above expectation.