Social Media Posting Strategy
Keep the feed professional and make the jump from social to the website seamless. Every post follows three rules: Title Case headlines, deep links to service pages (not the homepage), and a Short & Sharp structure.
1. Overview
**Why these rules matter**
• A consistent headline style looks professional in the feed.
• Linking to the right service page lowers bounce rate and gets people to relevant info faster.
• Short posts with a clear hook, bullets, and CTA are easier to scan on mobile.
**The three rules (use on every post)**
1. **Title Case** for the post headline.
2. **Deep link** — URL must match the service you are talking about.
3. **Short & Sharp** — hook, 3–4 bullets, then CTA + link.
2. Title Case (Post Headlines Only)
**Rule:** Capitalise the main words in every **social post headline** (the bold opening line).
**Good examples**
• Save On Your Energy Bills Today
• Thinking About Solar For Your Home?
• How Heat Pumps Cut Heating Costs
**Avoid**
• save on your energy bills today (all lowercase)
• SAVE ON YOUR ENERGY BILLS TODAY (shouty all caps)
**Website vs social**
Title Case is for **Facebook / Instagram / TikTok post headlines only**. Website headings and buttons stay **sentence case** per Brand Assets — do not change the live site typography to match social posts.
3. Deep Linking (Not the Homepage)
**Rule:** Do not use the generic homepage link for service posts. Link to the **dedicated landing page** for that service.
| Feature | Old way | New way | Benefit |
| --- | --- | --- | --- |
| Link destination | Homepage (ecoengineeringservices.co.uk) | Relevant service landing page | Lower bounce rate, clearer journey |
| Reader experience | Generic — they hunt for the right service | Lands on solar, heat pump, etc. directly | Higher lead quality |
**Never do this on a service post**
🌐 ecoengineeringservices.co.uk
**Do this instead**
🌐 https://ecoengineeringservices.co.uk/solar-pv/ (when the Solar PV page is live — see URL map below)
4. Service Landing Page URLs (TBC)
Dedicated service pages are not live yet. Use the planned URLs below once each page ships. Update this table when URLs are confirmed.
| Service | Planned slug (TBC) | Full URL (update when live) | Use when posting about… |
|---|---|---|---|
| Solar PV | /solar-pv/ |
https://ecoengineeringservices.co.uk/solar-pv/ |
Install showcases, savings, farm/home solar |
| Heat Pumps | /heat-pumps/ |
https://ecoengineeringservices.co.uk/heat-pumps/ |
Heating upgrades, case studies |
| EV Charging | /ev-charging/ |
https://ecoengineeringservices.co.uk/ev-charging/ |
Home and workplace chargers |
| Battery Storage | /battery-storage/ |
https://ecoengineeringservices.co.uk/battery-storage/ |
Storage paired with solar |
| Insulation | /insulation/ |
https://ecoengineeringservices.co.uk/insulation/ |
Fabric upgrades, bill cuts |
| Extensions | /extensions/ |
https://ecoengineeringservices.co.uk/extensions/ |
Builds, plastering, rendering |
Interim (until service pages go live): If the landing page for your topic is not published yet, you may temporarily use
https://ecoengineeringservices.co.uk/#services and note in your draft that it is temporary. Swap to the direct service URL the day that page ships — do not leave homepage links on service posts long term.
**Quick copy — planned URLs (TBC)**
Solar PV: https://ecoengineeringservices.co.uk/solar-pv/
Heat Pumps: https://ecoengineeringservices.co.uk/heat-pumps/
EV Charging: https://ecoengineeringservices.co.uk/ev-charging/
Battery Storage: https://ecoengineeringservices.co.uk/battery-storage/
Insulation: https://ecoengineeringservices.co.uk/insulation/
Extensions: https://ecoengineeringservices.co.uk/extensions/
5. Short & Sharp Format
[Title Case Headline]
[Hook – 1–2 lines that stop the scroll]
• [Bullet 1 – punchy benefit or fact]
• [Bullet 2]
• [Bullet 3]
• [Bullet 4 – optional]
[CTA – e.g. Message us for a free, no-obligation site survey]
🌐 [Service landing page URL from section 4]
6. Worked Example (Solar PV)
**Save On Your Energy Bills With Solar PV**
Your roof could be working harder for you — most homes we survey in [TOWN / AREA] can cut electricity costs with a system sized to how you actually live.
• Free site survey with clear generation and payback figures
• MCS-certified design and install — one team start to finish
• Works across Southern Scotland and South West England
• Battery storage available if you want to use more of your own power
Message us to book your free, no-obligation site survey.
🌐 https://ecoengineeringservices.co.uk/solar-pv/
(TBC until page is live — use #services interim if needed)
7. Pre-Post Checklist
Before you publish
- Headline in Title Case?
- Link goes to the correct service page (not homepage alone)?
- Hook in the first 1–2 lines?
- 3–4 punchy bullets (not a long paragraph)?
- Clear CTA (message, survey, contact)?
- If the service page is not live yet — using #services interim and planning to update the URL?
See also: Messaging Guidelines · General Post Template