The Power of Pinterest for Small Business Owners: Why and How to Use a Business Account
Fun fact: when Pinterest came out in 2012 and I signed up for my account, I regularly mispronounced the name of it while eagerly sharing about it to family and friends. I legitimately called it “Pin-TAIR-ist”. Why? Not a clue. Oops. I eventually figured it out, haha.
Anyway, Pinterest isn’t just for recipes, designing your dream house or planning for your DIY projects—it’s also one of the most powerful search engines available to small business owners. Unlike fast-moving platforms where posts disappear after a day, a single pin can keep driving traffic to your offers, blog, or freebie for months (and often times for years).
If you’ve been wondering whether Pinterest is worth your time for another marketing channel, the answer is a HECK YES! But only if you approach it with strategy.
Why Pinterest Works for Small Businesses
Pinterest is less about “likes” and “follows” and more about discoverability. Think of it as a visual search engine. Users go there with intent: they’re looking for ideas, solutions, and inspiration. If your pins link to helpful content you own—like blog posts, freebies, services, or digital products—you’re creating evergreen pathways back to your business.
That’s why it’s so important to link pins to your website, podcast, YouTube videos or blog, not just a social media profile. Social accounts are rented space; your website is your home base.
Setting Up or Converting to a Pinterest Business Account
If you’re starting fresh:
Go to business.pinterest.com and create a free account.
Add your business name, bio, and website link.
Claim your website to connect your pins directly to your domain.
If you already have a personal Pinterest:
Go to your account settings and select “Convert to Business.”
Update your profile to include your business keywords and branding.
Change any existing personal pin boards to private.
Designing Pins That Work
Canva Templates
Don’t reinvent the wheel—create 3–5 branded templates in Canva. This way, you can swap out titles, photos, and colors without starting from scratch each time. You can also utilize Canva’s stock photos or their flat lay/mock up templates for your offers, if you don’t have many images of your own to use. Just make sure to avoid any false advertisement of your offers.
Dos and Don’ts for Eye-Catching Pins
✅ Do use bold, keyword-friendly and clear titles directly on your pin.
✅ Do use high-quality images with clean, visually appealing backgrounds.
✅ Do add your logo or website name for brand recognition.
❌ Don’t stuff pins with too much text.
❌ Don’t copy or re-pin others’ content to represent your own.
Best Practices for Pinning
Pin consistently, not all at once. A scheduler like Metricool can help spread things out. You can also schedule out your pins directly in Pinterest. Yay for batch work!
Try to alternate the URLs that you’re linking to. Shuffle them up to avoid being flagged as spam.
Don’t use automated “pin bot” services—Pinterest often flags them as spam and may deactivate accounts.
Pin both new content and updated designs of older posts to keep traffic fresh.
SEO for Pinterest: Keywords, Alt Text & Descriptions
Pinterest works like Google: keywords are everything. Use them naturally in every part of your pin:
Image File Names: Rename before uploading (example: “fall-website-audit-checklist.png” with your business name and location if applicable, instead of “IMG_1234.png”).
Alt Text: Describe the image and add context with keywords (example: “A checklist for updating your small business website before the holidays”).
Titles & Descriptions: Write clear, search-friendly phrases your audience might type in. Think of the question or solution people are already typing into their search bar.
Your Pinterest Bio: Include what you do, who you serve, your location if applicable and what solutions you share.
Who Pinterest Works For (Even the Unexpected)
It’s easy to think Pinterest is just for food bloggers or interior designers, but nearly every type of business can benefit when you treat it as a search engine:
Realtors – Pin checklists for buying or selling, neighborhood spotlights, or staging tips that link back to your website.
Tourism Groups – Showcase local businesses, events, itineraries, and guides that drive visitors directly to your community website.
Doctor’s Offices or Wellness Providers – Share educational posts about preventative care, seasonal tips, or FAQs patients often ask.
Brick-and-Mortar Shops – Pin product round-ups, behind-the-scenes stories, or seasonal promotions that encourage people to visit in person or join your email list.
Event Planners, Photographers, or Creatives – Pin galleries, blog posts, or client features to showcase your work and attract new inquiries.
If you provide information, resources, or inspiration that helps people solve a problem or make a decision, Pinterest can serve you.
What to Pin Beyond Blog Posts
If you’ve wondered what to share, here are some creative ideas that often get overlooked:
Your freebies (one of mine for example… 20+ Ways to Boost Bookings in a Slow Season).
Your services (brand photography, Squarespace website design, or coaching).
Client features or case studies (with permission).
Guides and checklists already on your blog.
Event promotions like workshops or local pop-ups.
See also: What Should I Blog About for My Business? 30+ Ideas. These ideas can also become multiple pins for each.
The Big Takeaway
Pinterest is more than another place to post—it’s a long-term traffic driver. By gifting yourself a business account, a few branded Canva templates, and a plan to link every pin back to your digital home base, you’re creating a marketing system that works while you focus on serving your clients.
If you’d like weekly encouragement and sustainable marketing strategies, join me for The Friday Mix.