Most business social accounts are optimised, consciously or not, for approval. Posts that are easy to like get made; posts that make someone pick up the phone do not.

The two are not the same audience. A motivational graphic reaches everyone. A detailed breakdown of how you solved a specific problem reaches fewer people and converts a meaningfully larger share of them.

If your account produces engagement but no enquiries, the mix is the problem — not the frequency and not the algorithm.

Work shown in detail. The problem, the constraint, the decision and the result. This is the content prospective customers screenshot and send to whoever else has to approve the spend.

Questions answered publicly. Every question a customer asks before buying is a post, and answering it publicly saves the conversation from happening a hundred more times privately.

Proof in the customer's words. A short, specific quote about a result outperforms a designed testimonial graphic, because specificity is what makes it believable.

And a clear next step on anything commercial. Content that ends without a route to a conversation is content that measured well and sold nothing.