Having a Facebook business page allows you to connect with your customers and raise brand awareness – but you need to remain proactive in order to increase your page's lead potential.Create a call-to-action button at the top of your page (just under the cover photo). You created your website with a specific goal in mind, and this should be linked to in the CTA button. Facebook provides plenty of options from ‘Call Us’ to ‘Sign Up’, ‘Send Message’ to ‘Shop Now’. You should include clear contact options anyway, as Facebook users might not visit your website afterwards.Have a post pinned to the top of your Facebook page at all times – ideally one that relates to your website’s specific goal and call-to-action button. Maybe this links to a landing page or newsletter sign-up form. This is the first post users see on your page and therefore more likely to get clicked.Remain as active as possible on social media. Inactive accounts will put people off as they have no reason to return. Post about your work, products you sell, and customers you've helped, to show what your company can provide. Post out interesting content that represents the real-life personality of your company. Humanising your brand will build trust and make you much more approachable.Also, use Facebook to maintain a customer service hub. People often look to social media for help and support first, and if they can see you are a responsive brand who genuinely cares about providing customer service, they'll be more willing to buy your product or service.Do you have a Facebook Business page? If so, is it up-to-scratch and pulling in leads? Why not review this and watch your business network grow.