What 50+ Free Social Media Audits Taught Us About Small Business Marketing

Over the past week, I had the chance to run free social media audits for dozens of home service businesses inside the Jobber community. While I couldn’t get to every single page (you guys showed up in force!), I did uncover clear patterns that kept repeating. The good news? These are quick wins that almost every small business owner can apply today.

So, here are the Top 10 Social Media Lessons from the audits. Plus, a few standout accounts you’ll want to follow for inspiration.

1. Crisp Covers Create First Impressions
Your cover image is the online equivalent of a storefront sign - it’s the very first thing people see when they land on your page. And yet, blurry, stretched, or outdated images were the most common issue I found.

• Facebook cover dimensions should be 820 x 360 pixels (with a safe zone in the center).
• A clean, branded photo or graphic instantly elevates credibility.
  Think of it as the first handshake: firm, clear, and confident.

2. Don’t Skip the Service Areas
Your “About” and “Intro” sections are prime real estate for local SEO. By simply adding your service areas (towns, neighborhoods, or counties) you make it easier for customers - and algorithms - to know exactly where you work. This one adjustment boosts discoverability without spending a dime.

3. Featured Posts and Albums Are Wasted Space
Far too many businesses leave their Featured Posts section empty or don’t use albums to showcase their work. These sections are perfect for:

• Highlighting your best before-and-after transformations
• Sharing glowing testimonials
• Showing off awards, community involvement, or team culture

It’s like putting your top projects in the shop window instead of hiding them in the back.

4. AI Copy-Paste Isn’t Enough
Yes, AI is a powerful tool. But I saw plenty of accounts posting AI-generated captions word-for-word… and it showed. The tone felt flat, and the posts didn’t match the personality of the business.

Take two minutes to edit. Add your own phrasing, humor, or local references. Your brand’s personality is what makes people remember you, not a wall of generic text.
And if you want to go further, you can actually train AI to write in your brand’s voice or even build a custom GPT. That’s a bigger strategy for another day, but for now, just make sure your posts sound like you.

5. People Connect With People
Logos don’t build relationships, faces do. The businesses with the strongest engagement were the ones where owners and team members showed up in photos or videos. Even a simple behind-the-scenes shot or quick intro video goes a long way toward building trust.

6. Content Should Connect, Not Just Sell
If every post is “book now,” you’re missing an opportunity to connect. Your feed should balance:

• Educational posts (tips, how-tos, insights)
• Entertaining content (behind the scenes, funny moments, transformations)
• Promotional posts (specials, booking info, services)

That mix builds trust and keeps people coming back between service calls.

7. Consistency Matters More Than Perfection
One post every few months won’t cut it. You don’t need to post daily, but even showing up once a week signals to both your audience and the algorithms that you’re active and reliable.
Think of consistency as your digital “open sign.”

8. Engagement is Earned, Not Automatic
Posting more doesn’t automatically bring more engagement. The trick is to watch what’s already working - whether it’s team photos, before-and-afters, or seasonal tips - and double down on it. Then, experiment with new content in small doses. Over time, you’ll find your formula.

9. Branding is More Than a Logo
Your logo is just one piece of your brand. Branding also includes your colors, fonts, tone of voice, and the way your captions make people feel. When all of those elements are consistent, your business becomes instantly recognizable in the feed.

10. Captions Are Your Billboards
Every caption is an opportunity to stop someone from scrolling past. A simple, clear, and human opening line can do more than a paragraph of jargon. Don’t underestimate the power of one well-written sentence to grab attention.

Bonus: Pages Doing It Right
Want inspiration? Check out these businesses that are already winning on social:

• Verde Cleaning – Clean, modern branding and consistency.
• Dynamic Heat and Cool – Video storytelling that makes “boring” HVAC exciting.
• Pete’s Window Washing – Not posting recently, but branding here is top-notch.
• Premier of Floors – Great mix of project showcases and brand voice.
• Ealy Construction – Strong visuals and storytelling in their posts.
• EZ Breezy Air – Professional look, strong service positioning.

Closing 
At the end of the day, you don’t need to overhaul everything at once. Pick one or two of these wins to tackle first. Tighten up your About section. Swap out that blurry cover image. Post a quick selfie with your crew. 

These quick wins build momentum, and momentum builds a brand.

Which one of these will you tackle first?