Reach and customers are two different jobs
A funny video can reach thousands of people who live far away and will never buy from you. A plain video answering "what does a new bathroom cost" reaches fewer people, and far more of them are about to spend money. Both have their place, but only one fills the calendar.
So judge topics twice: will people watch it, and does watching it bring anyone closer to buying? A topic that scores well on both is rare and worth more than five that only score on the first.
Post for buying questions, not only for attention
The posts that bring enquiries answer what people want to know right before they buy: prices or price ranges, how the process works, how long it takes, what can go wrong, what earlier customers got. Before-and-after posts belong here too, because they show the result instead of describing it.
Reviews work best told as a short story: what the customer wanted, what you did, what changed. A screenshot of five stars is believed less than a sentence in the customer’s own words.
Your profile is the shop window
Anyone interested taps your profile next. In two seconds it has to say who you are, where you work and what someone should do now. "Tiling and bathrooms in Leipzig. Free quote via WhatsApp" does that; a slogan does not.
Use highlights or pinned posts for the three things everyone asks: prices, process, contact. Make sure the link goes straight to booking or the enquiry form, not to the start page of your website.
One next step per post
A post that ends with "comment, share, visit our website and call us" ends with nothing. Choose one step: comment a keyword to get the price list, send a message to book, tap the link for a free check.
Keyword comments are especially useful on Instagram, because tools using the Instagram interface may answer each comment once with a private message within seven days. That turns a public comment into a private conversation, which is where many enquiries start.
Answer within minutes, not tomorrow
People often ask several providers at once, and the first useful answer usually gets the appointment. Enquiries arrive in the evening, at the weekend and in the middle of your working day, exactly when nobody can reply.
Fixed reply times help, and so do saved answers for the most common questions. MyTrendView Retention, currently in beta with a waiting list, goes a step further: it answers on Instagram, WhatsApp and Telegram, checks free slots and books the appointment in the chat.
Count enquiries, not likes
Ask every new customer how they found you, and write it down. After a month you know which platform and which kind of post brings customers, which is something no like counter can tell you.
Then make more of what brought enquiries, even if it looked modest in the statistics. The post with the fewest likes is sometimes the one that filled two appointments.