How would you feel if you read a post title that said something like "the real secret to making money online" and then you clicked through to the website only to find that it didn't reveal the secret at all or expect you to pay for that information? You wouldn't feel good about this would you, so don't try these kinds of tactics on your audience.
Provide your users with helpful titles and descriptions in your posts so that they can make their minds up if they want to click through or not. Your audience will appreciate you doing this and so will Facebook. Avoid using misleading, exaggerated or sensational headlines. People will stop reading your posts if you do this.
Facebook doesn't like users leaving its platform but it knows that this is inevitable. If a user clicks on your link and then comes straight back to Facebook, then Facebook will assume that something was wrong with the information that you provided on your website.
By telling your audience what to expect when they click through to your site, it's more likely that they will spend more time there. Facebook sees this as a good thing and will reward you with greater reach for your posts.
You do not want Facebook users to click through to your site and then have to wait ages for your pages to load. Your website needs to be as fast as possible, so fix any loading speed problems.
As most Facebook users have mobile devices they will not be impressed if your website is not optimized for mobile. There are many ways that you can fix this and you need to test it on your phone or use an online emulator.
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