Facebook Page Audit Checklist: 20 Things to Check

To audit a Facebook page, check four areas: the page setup, the content, the engagement, and the path to an enquiry. The 20 checks below take about 30 minutes. Score one point for each yes. Under 10 means the page needs real work.

Page setup (checks 1 to 6)

1. The page name includes what you do or where you are.
2. The profile photo is a clear logo or face that reads on a phone.
3. The cover photo or video shows your offer, not just a pretty picture.
4. The About section says who you help and what you sell in two sentences.
5. Phone, WhatsApp, email, address and opening hours are correct.
6. The call-to-action button works and points to one clear next step.

Content (checks 7 to 12)

7. You posted at least three times a week over the last month.
8. You use a mix of video, photos and text, not one format only.
9. Posts have a hook in the first line before the See more cut.
10. At least one in four posts shows proof: a result, a review, a before and after.
11. Posts end with one clear action, like message us or book now.
12. Your Reels get views from people who do not follow you.

Engagement (checks 13 to 16)

13. You reply to comments within 24 hours.
14. You answer Messenger inquiries quickly, and you have a saved reply for common questions.
15. Your average post gets more than a handful of reactions from real local people.
16. You have recent reviews and you reply to them.

Enquiry path and ads (checks 17 to 20)

17. Your website or WhatsApp link opens fast on mobile.
18. The Meta pixel is installed and firing. More on Meta Ads setup.
19. You have a pinned post with your main offer.
20. If you run ads, you have tested more than one audience and one creative, and you know your cost per lead.

What your score means

Under 10: the page is hard to trust, fix the setup first. 10 to 15: the basics are there, but content and replies are holding you back. Above 15: you have a strong base, so the next gain comes from better hooks and a tested ad.

On Instagram too? Run the Instagram profile audit (15 checks).

The most common problems I see

• A page that posts a lot but never says what it sells.
• Slow replies to messages, which loses people who were ready to buy.
• Boosting posts without a pixel or a clear goal.

If you would rather not do this yourself, send me your page and I will do it for free.

Common questions

How often should I audit my Facebook page? Every three months, or after a big drop in reach.

Do I need a tool? No. A browser and a spreadsheet are enough for a small page.