2. Re-Order Icons
As long as you're already in icon moving mode, go ahead and continue arranging the icons. Again, you can only see four of them by default, and one of those is going to be Photos whether you like it or not.
You can choose the other three, though, so select apps that you want to bring to your visitors attention. Many Facebook sites have some sort of Welcome tab that provides an overview of what the company is about. If you have a YouTube page, or other resource that you'd like to draw attention to, that is another good use of the top row of icons.
Follow the same steps as above. Click the arrow to expand the icons, then hover over the one you want to replace to click on the pencil. That will display a list of the other icons so you can choose which one you'd like to swap into this particular position. Just continue swapping the icons around until you find the order that works best for you.
3. Customize Icons
Still on the topic of the icons, you will notice that many default to some generic "iframe" image. Regardless of the brilliant information and eye-popping branding you might have going on underneath the icon, it doesn't make your page look very professional or appealing if you are displaying generic images on your icons.
Take some pride in your Facebook Business Timeline and customize the image used for the icons. Choose something that reflects the resources or information visitors will find when they click on that app, or use images that reflect your unique company brand.
With the icon area expanded, hover over the icon you want to change and click the pencil at the upper right. Select "Edit Settings" from the drop-down menu. Click the linked word "Change" next to Custom Tab Image. That will open a new tab where you have to click the word "Change" again. At that point you can browse to find the image you want to upload.
The process has some kinks to work out. Aside from having to redundantly tell Facebook twice that you'd like to change the image, I ran into issues where the image that was uploaded or displayed was not what I had selected. In fact, it was not an image I owned or had ever seen before--I have no idea from where Facebook was pulling these images. I just continued changing it to my own image until it eventually worked.
4. Pin to Top
One of the features of the Timeline layout is the ability to "feature" a post. Featured posts draw more attention because they are displayed as a larger frame that fills both columns.