Every Social Post Should Do One of Two Things

You’re posting. You’re showing up. You’re putting in the effort.

But somehow… nothing’s happening.

No comments. No clicks. No new followers. Just another tumbleweed rolling across your latest post.

If you’re a small business owner trying to build a presence on social media, that kind of silence can be seriously disheartening. You know your business has value. You know your content has potential. So why isn’t it landing?

Here’s the truth: posting without a clear purpose is like shouting into the void. To get results—real ones—every post needs to be created with intention. And more often than not, that intention should fall into one of two categories: growing your page or driving traffic to your website.

Before we expand on these two post types…

What happens if you don’t post with purpose?

Not much 🤷‍♀️

Without a clear goal, your posts can end up getting ignored. They might fill a gap in your feed, but they won’t move the needle. Random content confuses your audience, wastes your time and makes it harder to track what’s actually working.

Being intentional is everything. Whether you’re trying to grow your following or get people to your site, know what you want your post to achieve — and make sure it’s built to do exactly that.

That said, so let’s take a closer look at the two post types and break it down.

1. Drive traffic to your website

These posts are built for clicks. They give your audience just enough value to want more — encouraging them to tap through to your blog, sales page or product listing.

Take a look at this post for example:

What’s important to note in this example is that it creates intrigue.

A gap is opened. Life was all fine and dandy before seeing this post, now you want to know why you shouldn’t rinse your mouth out after brushing your teeth.

If you want to drive traffic to your website, create a mystery – one where people have to click through to your website and read the content to find out the answers. While not all content can be like this and we DO NOT suggest using clickbait, this is at it’s core what drives people to click. FOMO.

Ready for another example? Check out the post for this very article – notice the pattern!

2. Grow your page with engaging content

These are the posts that get people talking. They’re designed to spark conversations, generate reactions and invite shares. Think thought-provoking questions, opinion polls, memes and relatable content that hits home with your audience.

For example, take a look at this post by Manchester United – all they want to do is celebrate this player’s achievements. Nothing more.

This kind of content boosts your reach and visibility. As more people engage, your posts get seen by a wider audience — bringing in new followers and growing your community.

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Maintaining a balance

It’s important not to focus only on driving traffic or making the sale. Facebook’s algorithm prioritises content that gets engagement — likes, comments and shares — because it sees that as a signal of value.

If all your posts are just links or sales pitches, they’re less likely to be shown to your followers. By mixing in posts that spark genuine interaction, you boost your overall visibility — which in turn helps your traffic and sales posts perform better too. Think of engagement as the fuel that keeps your reach alive.

Success comes from striking the right balance between these two goals — growing your audience and driving traffic to your website.

🔗 Bonus tip: Where should you add links in your posts?

If you’re trying to drive traffic, Facebook is one of the best platforms to do it — especially for small businesses. But here’s a pro tip: don’t put your website link directly in the caption.

Facebook can deprioritise posts with outbound links.

Instead, add your link in the first comment, like in this example by LadBible:

That way, your post is more likely to reach a wider audience and still get clicks.

Start paying closer attention

Now that you know the two key goals, start looking at what others are doing in your space.

Which posts in your industry get the most likes, comments and shares?

Which ones include links — and where do those links go?

This kind of reverse-engineering is a powerful way to sharpen your own strategy. If a competitor is consistently driving traffic to their site or racking up engagement, ask yourself why. Then adapt what’s working to suit your brand.

Go social without the stress 😌

At Wrise, we create scroll-stopping, goal-driven content for small businesses — so you don’t have to lift a finger.

We’ll plan, write, design and post your content, all tailored to your brand and tone of voice. No contracts, no inflated agency prices—just smart, effective social media management from as little as £99 per month.

Whether you want to grow your following, drive traffic to your website or finally get consistent with your content, we’re here to make it happen.

Explore our super affordable social media packages or get in touch to see some examples. Let’s make your socials one less thing to stress about.