Highlights are the most visited shelf on a business profile and the most ignored one. Visitors land, tap a story, and decide in seconds whether this business answers their questions. Structured well, highlights are a 24 hour sales and support desk.
The five highlight set
- About: the founder, the space, the origin story in 3 stories.
- Services or Products: one clear post per offering.
- Reviews or Proof: real customer results and screenshots.
- Process or FAQs: the questions every buyer asks, answered.
- Offers: the current deal, updated when it changes.
The first five seconds
Each highlight opens with the answer to the one question that sent the visitor there: What do you do? What does it cost? Is this real? Lead every highlight with the direct answer and the visitor stays in the deck.
Replace support, not interact
Highlights answer the questions every business repeats: pricing, delivery, timing, location. The visitor who finds the answer in a highlight is a support ticket that never opened. That is the return on a two hour monthly update.
Keep it fresh and done
Expire old offers, remove stale screenshots, and rotate highlights monthly. A highlight shelf with an outdated offer costs what the current one is worth. The shelf must mirror the feed's current proof.
What gives highlights their gravity
Highlights convert when the profile behind them looks active. A profile with a consistent engagement baseline makes every story in the shelf read as current and alive when it is opened. Dead quiet feeds make even the best highlight feel ancient.
The self-service goal
Every unanswered question in DMs is a highlight waiting to be written. When the same question arrives twice, it goes into the shelf. Highlights that absorb questions are the quiet engine of a fast, professional page.