The look is important, yes. But also keep in mind FB is a business tool too. The more important factor *In my opinion* is how you use it. A good rule of thumb is to set yourself a social media routine. Every day or every other day.
Think of it like work, you want to make sure you "punch the clock" on a regular basis, to really be able to capitalize on social media marketing.
Just my 2¢ - I run a Web Design and SEO Shop here on etsy. Hope it helps.