How to create a Facebook landing page?
What are the main types of Facebook landing pages?
How does my landing page affect my ad campaign budget?
Which design to choose?
What are the best practices?
How to improve your Facebook landing page?
What are the most important details when creating a Facebook landing page?
How do you create a Facebook landing page that converts and sells?
So many questions!
And we are going to answer them all in this guide.
What is a Facebook Landing page?
Or should I say what is a landing page?
A Facebook landing page is still a landing page and it is good to start by understanding this tool.
"A landing page is a page on your site that is designed to convert visitors into leads.
A landing page is different from other pages in that it follows both of these criteria:
1) It has a form that allows you to capture a visitor’s information in exchange for a desired offer
2) The sole purpose of the landing page is to convert visitors into leads (ie a homepage with a form on it does not count as a landing page because it serves other purposes as well)." source
The landing page has only one purpose!
It is to generate a specific action from the visitor.
Everything on this page is built so the visitor performs a specific action.
The action is usually filling a form and purchasing a product.
For years, digital marketers have been using landing pages for mainly 2 purposes.
The purpose of a landing page
1) Generate Leads
Since the sole purpose of a landing page is to collect your contact information, it will contain at least a form (or a call to action button leading to a form) with a description of what you will get in exchange for your data.
Once that form is filled, it is called a conversion.
Such a conversion is an exchange of information.
There are many ways in which landing pages can generate that exchange of information:
Offering a free ebook or guide to download,
Proposing registration for a webinar or event,
Offering a discount code,
Trying the product for free,
2) Asking for the sale.
Landing pages can also be used to sell and generate a commercial transaction. We'll talk about conversion as well in this case.
For example, you can retarget on Facebook customers who visited a specific product page without purchasing and show them a dedicated landing page.
However, be careful: the product page is not a landing page.
The difference between the landing page and this product page is that the landing page will be solely dedicated to enticing the purchase action.
There would be no navigation, no "subscribe to our newsletter", no "check out other products."
Even the details about your product should be limited. Instead, you would focus on reassuring the visitor with testimonials for example.
It should be ALL about buying the item!
So product pages are not landing pages! Neither are home pages!
What your Facebook Landing Page should include
Before, we start thinking about your Facebook landing page we need to think about the conversion process.
Your Facebook landing page is one element of this conversion process.
As I mentioned earlier the conversion process is the process your prospect goes through to complete the desired action (exchange of info or purchase).
There are 4 steps to this conversion process.
1) The offer
Make sure you are clear about what you are offering.
And make sure what you are offering is differentiated enough to catch your prospect's attention.
Once you have done that, make sure you are stating your offer clearly.
If you are running Facebook Ads, the offer on your ad should, of course, be the same as the one on your landing page.
There should be continuity also in visuals and design between the ad and the landing page.
2) The call to action
A call to action (CTA) is a button placed on a page of your website, blog or social ad.
There are 2 CTAs in your conversion process here: the one on the ad and the one on the landing page.
Again, try to keep them aligned. The CTAs should be almost the same.
In my example, the call to action button is the small "Download" button at the bottom right of the ad. By clicking on it, I will "land" directly on the landing page to download the PDF guide.
3) The landing page
This is the web page that contains all the necessary information about the offer, the benefits.
It also contains (or takes the visitor) to a form or a checkout process.
4) The thank-you page
Once the conversion has been completed, this is the page where visitors end up.
You can use this page to provide additional information, or just keep the relationship going.
Take this opportunity to invite each new member to follow your brand on social media.
How to Create a Facebook Landing Page
Your landing page will, of course, depend on the specificities of your business and your positioning.
However, there are good practices to keep in mind when designing or optimizing your landing page.
Here are 8 items to keep in mind when designing your Facebook landing page.
1) Start with the value proposition
The value proposition communicates your offer and how it is unique in the marketplace.
It is the most important element of your landing page.
Why is it important?
Because you only have a few seconds (about 8 seconds) to capture the attention of your visitor.
You need to clearly communicate your offer and above all promise a tangible result to your audience.
That's what your value proposition is all about.
Your value proposition should: show how your product solves a problem, show the added value of your offer, explain how your offer is unique.
Facebook landing page title and subtitle
The title is the first thing you should focus on. It's the first thing your visitors will see when they land on your page.
With an average attention span of 8 seconds online, your title must be clear and concise. The fewer words it contains, the better.
The title and subtitle must explicitly communicate your value proposition (problem-solving, value-added and uniqueness of the offer)
A) The problem to be solved = learning skills and getting projects done
B) Value-added = live and coached training prints
C) The uniqueness = it is highlighted in "the most practical". The practicality of the training is unique on the market.
The subtitle is very important as well. It should explain the offer in a little more detail and why your visitors should perform the action.
A few things to keep in mind
1. The title of the landing page should catch the attention of the reader.
2. It must immediately show the value of your offer
3. It must be the complementary answer to the texts of the ad pointing to your landing page.
4. The subtitles on your page should be clear and concise.
5. They should strike a chord in the mind and encourage people to read in more detail.
6. They must respond to the objections your visitor could have or point to a strong quality of the product.
2) The content
Itemize the benefits
Now it's time to list all the benefits of your offer (what does the person gain?).
On the landing pages, they are expressed in different ways:
- You can use short blurbs
- A video
- Mini-sections (Image + Text).
Let's take some examples.
On this landing page from Moz, the benefits are highlighted with an illustration.
The key benefits are not easy to understand just from the headline, so each blurb has a short descriptive paragraph.
Now let's take a look at this landing page for a free e-book from Jeff Bullas.
The title and subtitle take almost a quarter of the page.
It's okay because they describe well the problem, value-added and uniqueness.
The benefit of this ebook is them itemized with a single paragraph, a citation from the author.
It's probably the author who wrote this landing page himself, so he is literally quoting himself.
But the effect is great. It's like he is talking to us directly.
He is clearly explaining to visitors what they will learn after using his free resource.
He is not exaggerating the benefits. And he is not giving too much information, which can confuse the reader.
The offer is clear and there is only one offer.
Try to always keep one offer per page, and remove any barriers between the user and your offer.
Here, there is only one way to go which is clicking the button: "click here to get it now!".
A few things to keep in mind
1. The credibility of your landing page is everything. Don't give any reason for the visitor to doubt you are legit. No spelling mistakes, no pixelated images, have your SSL certificate set up...
2. Explain the benefits of your offer but also try to think about any objection your user might have with your offer. Make sure you respond to them. You don't want any unanswered worry blocking the conversion process.
3. Use concise paragraphs with short, punchy sentences. And use the wording, expressions of your target segment. Imitate the way they talk and think about the problem you are trying to solve for them.
4. Try to vary the content forms: quotation, videos, questions/answers, bullet points, headlines...
3) Write your call to action
Your call to action is very important. It is usually overlooked and often seems to be the last thing you think about when you are about to publish.
Instead, try spending time crafting your call to action.
They should be sufficiently highlighted on your landing page, both in size and color.
This is what you see on this Wordstream landing page, the background is dark blue and the call to action is on an orange background.
Plus, with the title, it is the only capitalized text on the page.
You cannot miss it.
If your landing page is longer than this example from Wordstream, do not forget to repeat the CTA across the page.
Finally, your call to action should use strong, powerful words that convey a sense of urgency (we'll talk about urgency later):
Here are a few examples: "Sign up now", "Start today", " Try it for free", "Get your guide now", "Download my free guide", "Claim your spot"...
A few things to keep in mind
1. Make it very clear to the user what is expected of her/him.
2. Use a wording that compels to act.
3. Play with the colors; the size of the button and the size of the text to increase your conversion rates.
4. The "call-to-action" button must be visible above the waterline (I defined waterline below) so that the user does not have to scroll down.
5. And if your landing page is long, don't forget to repeat your "call-to-action" button throughout your page.
4) Creating your form
If you are using a Facebook landing page to generate leads, then you will need a form.
No form, no leads.
It is usually better if the form appears above the waterline.
The visitor, in this case, knows exactly what is expected of her/him in order for the exchange to happen.
The more information your form requires, the more "qualified" the prospect, also the most chances you have to discourage the visitor to fill it.
However, keep in mind that if you are offering a lot of value such as a great e-book you can ask for more "in return" as well and have a longer form.
A few additional tips
These tips should be tested. Every business and audience is specific and some tips could not be applicable.
1. You can remind the value of your offer on the form, maybe at the top of it or close to the CTA.
2. In my experience, limiting your form to just asking for an email is great. That point of contact is all you need really. Keep in mind that most leads are not ready to buy anyway. They are just starting a relationship with you. You will need to nurture them with great content and keep your brand top of mind for a while before they purchase anything from you. Maximize email capture first. Don't try to optimize for the sale at that stage. By the way, you can enrich emails with tools like Clearbit... Just feed it the email and the tool will automatically return additional info (name, company, location, etc...).
3. Make sure your fields are well-named and that the information expected is clear. You can also use a "tooltip" with additional explanations when the user hovers his mouse. You can also use a green tick symbol when the field is correctly filled to make the overall experience smoother.
5) The design
The design of your page impacts the way visitors perceive your product and therefore your conversion rates.
You can find great examples of well-designed landing pages online.
And you will see that yes they are beautiful to look at but most importantly they are very clear.
The information is easy to read, the most important information is shown first, headlines are powerful and CTAs are compelling.
About the length of the landing, it really depends. Some marketers use longer landing pages, others use shorter ones. Like everything else in digital marketing. Test different versions to see what works best for you and your business.
A study on Signalvnoise has shown that the conversion rate increased by +102,5% with a short landing page and by humanizing the page with a photo.
And when they tried adding more information, the conversion rate dropped by -22%.
Start without any assumptions and test several designs. Optimize over time rather than validating a unique design early-on.
Tips to increase the conversions of your Facebook landing page
1. Show you are legit.
New visitors do not know you and they will need reassurance. Show them you can be trusted. To demonstrate that legitimacy, use third parties. Visitors will trust what other people say about you. So for B2C companies, you add customer testimonials. They should look legit as well, with full name and photo. Try to use customers already vocal about your brand. For example, pull out the real Instagram posts from customers about your brand.
If you are a B2B company (although could be useful in B2C as well depending on the business) add logos of client, partner companies and quotes from executives who have worked with you. Use quotes from third party blogs, newspapers, and television that have talked about your brand. Show the awards you might have received.
Highlighting the ratings your company received as well. Display logos to reassure the shopper: security seals, standards, certifications, available means of payment,..
In the footer add an address, a phone number or a business name it is always reassuring.
Humans are social beings and we like trust/conform to what our fellow human beings are doing.
This is why you need to use any social evidence that you are legit to reassure and attract.
Why is that important?
The visitors to your Facebook landing pages don't know you yet, especially if you are using that landing for ads.
You would never give your contact info to someone just walking up to you on the street. Well, it's the same here.
2. Remove navigation and outgoing links
Landings are there for one thing: conversion. This is why they should be different from other pages of your website.
You already know all that.
Your first objective is that the visitor remains on the landing.
You need to eliminate any distractions.
Therefore, you need to eliminate the navigation bar (menu bar).
Remove all outgoing links and the navigation bar to make sure your visitors don't leave the page.
3. Have one ASK
With too many requests, well you will confuse the visitor.
And more than that you would be working against your unique objective: conversion.
More than one request, more than one CTA is distracting.
Remove any request to subscribe to a newsletter, like the Facebook page or follow the Twitter account.
The landing page is intended to accomplish one action, not two.
Once you have captured a point of contact you can always make other requests later by email for example.
4. Try to use a Facebook asset instead of an outside landing page
This is important advice that could help you save Facebook ad dollars and conduct more impactful ad campaigns.
Facebook loves it when you link your ad to a Facebook asset.
They really prefer when your ad sends the user to a Facebook event, page or post rather than an outside landing page.
If your ad sends users to a Facebook asset, your campaign will most likely be cheaper and better distributed.
If your ad sends traffic to an outside landing page, you run the risk of Facebook poorly grading your landing page and therefore increasing your campaign budget with a worse overall distribution.
To avoid this with an outside landing page, make sure your landing mirrors the content of your ad. Make sure there is a continuity.
5. The Waterline
The waterline is the line below which users must descend in order to continue reading the page content. The essential information and call-to-action button must be accessible to the user with one click before the waterline!
6. Optimization for mobile
This is probably obvious advice for most of you, but unfortunately, you still see nowadays unresponsive landing pages. 20 to 70% of your traffic can come from mobile devices, smartphones, and tablets... Not giving this traffic the best experience possible would be a grave mistake!
4. Images and videos
Don't forget to use visuals. The use of photos and videos captures better attention, illustrates what you are saying and makes reading less tedious.
A video that quickly (under 30 seconds) presents your solution at the top of the page can greatly improve conversion rates.
I know this is a piece about landing pages and more specifically Facebook landing pages. However, if you can grab it, free Google traffic doesn't hurt.
SEO optimization is a wide topic. I am not going into detail about it here. However a few quick pieces of advice. Make sure you name your URL with the keywords you want to position yourself on. Use those same keywords in the heading and many times in the text. Also, install Yoast SEO if you are using Wordpress to get additional on-page advice.
8. The loading speed of your page
This is really important. Optimize the loading speed of your site by reducing, for example, the size of photos. After 3 seconds of loading your page, 40% of your users will leave your site. To test the speed of your page and find ways to improve it, use Google Page Speed or GTmetrix. GTmetric is the go-to option for me.
9. The thank-you page
You need a thank-you page (or at least a thank-you email). Once the visitor has converted, use this opportunity to keep the relationship going. Try offering something else of value to the lead (like a coupon or another free piece of content...). Ask the lead to follow your social media or join your newsletter.
Make sure you send a thank-you email as well. That first email will leave a trace on the recipients' email box and increase your chances of having your next emails delivered properly.
11. A/B Test to perfection (or close to it...)
A/B tests allow you to modify your landings and send half of your visitors to one version and half to the other version. You will then be able to compare the conversion rates "all things being equal".
Every small increase in your conversion rate can represent significant extra revenue.
Start by testing one item at a time. If you mix it up you will get confused.
Of course, there are tools to manage A/B testing. Unbounce, for example, allows you to manage A/B testing directly in their tool.
You can also manage it directly on Facebook. It is very well explained here.
When you are A/B testing you should pay attention to the title and subtitle, the visuals and video, the CTA button, and the overall items on your form...
12. Don't have just one landing page
It's tempting. You want to create one landing page for everyone. It's easier.
However, you might be sacrificing conversions by not personalizing your landings enough.
Instead, you should create one page per segment.
Every segment has a specific problem or ways of expressing their problem. Your landing needs to reflect that.
Actually you can create as many landing pages as you have ways to solve your prospect's problems.
13. Of course, track conversions
Just mentioning it here, in case it wasn't obvious. Yes, you should track your conversion: generated traffic, number of conversions, conversion rate, etc...
14. Master the urgency
One of the best (sneakiest) marketing tactics ever.
Engage the visitor by giving a time limit to whatever you are offering.
Knowing that something is meant to disappear, makes it rarer and more desirable.
It's FOMO, yes.
Offer time-limited discounts, use countdowns, say that the product is limited in quantity...
Of course, do not lie, you don't want to cheat your customers. If you say the quantity is limited it has to be true. Otherwise, it won't work next time! And you might lose a customer...
14. Choosing the right color
Your choice of colors is important. Every color means something. There is a whole science behind it (color theory). I am not super familiar with it, but you should check out this great article about the meaning and psychology of colors.
Tools to create your Facebook landing page
Here are some of the best tools to create a landing page.
These tools can be very efficient but they are a bit expensive.
You could also use your Content Management System (CMS): WordPress, Squarespace, etc... to create landing pages as long as you apply the advice given above.
It is a bit less practical but definitely cheaper.
You can choose a page template without the menu and footer to really get a pure landing page.
To do A/B tests with a CMS you can use Google's free solution Google Optimize.
Examples of Facebook Landing Pages
If you want to find the Facebook Landing page of any brand advertising on Facebook, it's quite easy.
Head to the Facebook Ad Library, type in the brand name in the search bar and click on any ad you want to check out.
There are A LOT of Facebook landing pages you can check out to get inspired.
Creating a Facebook landing page is a lot of work.
There is a bit of know-how as well.
It doesn't come easy the first time.
If there is one piece of advice you should leave with is just keep it simple.
Often times, the more simple, the better.
One target segment, one offer, one ask, one CTA is the best way to go.