Running Facebook ads is a great way to boost brand awareness, generate leads, and generate revenue. When creating your ads, you focus on multiple aspects — such as your copy, visuals, and targeting.
But are you also thinking about your Facebook landing pages?
Here’s why: Getting people to click through your ads is only half the challenge. The other half is making sure that your landing page convinces them to sign-up for your offer or buy.
By doing this, you can accomplish your ultimate goal with your Facebook ad, and that is to drive conversions.
In this written guide, you will learn all about Facebook landing pages:
- What they are/how they work
- The benefits of using landing pages
- Best practices for creating landing pages that convert
Let’s get started.
What Are Facebook Landing Pages?
A Facebook ad landing page is a web page that you design specifically for your ad. It is where people arrive after they click on your ad.
Here is an ad by Fiverr which invites entrepreneurs to get their projects done so they can grow their business:
After clicking on Fiverr’s ad, I’m taken to their landing page:
On this landing page, Fiverr gives me the option to search for the perfect freelance service for my business.
You can see that it has been created to fulfill the promise of the ad. If I scroll through the landing page, I can read more useful information about their services and samples of the best projects. It’s clear that the landing page maximizes for leads and conversions.
3 Main Benefits of a Facebook Landing Page
Are landing pages worth it? Absolutely. Here are three reasons why your ad campaign would be incomplete without a landing page.
1. Create a positive first business impression
There’s a high chance that someone comes in contact with your business for the first time through your Facebook ad. (Think Lookalike Audiences.) A well-crafted and focused landing page can turn a random visitor into a prospect or customer.
2. Gather audience information
Another important purpose of a landing page is that it collects user information.
For example, on your landing page, you offer people an option to sign-up for your mailing list to stay updated about your latest tips or online classes.
You could also set-up a Facebook pixel to gain insight into the actions that people take on your landing page. Then use that data to retarget people with ads and improve your conversions.
3. Build your credibility
A landing page allows you to show that your product or service works. You do this through well-written, thoughtful copy and social proof. It helps prove that you are an expert in solving their problems and are also recognized in your field.
6 Tips for Creating Facebook Landing Pages That Convert
It’s important to make sure that people transition smoothly from your Facebook ad to your landing page.
They should be able to say in their minds, “This is the [product or service] I’m looking for,” or “This is what I was hoping to see.”
Ask yourself these questions:
- Does my landing page deliver what was promised on the ad?
- Can people read the copy or view the image properly?
- Is there continuity between my Facebook ad and landing page?
- Will my landing page be able to convince people to take action?
Here are effective ways to optimize a landing page for conversions.
1. Ensure that your landing page content is relevant to your ad.
Remember that your Facebook ad sets the tone for what people expect to read and see on the landing page. With that in mind, be sure to maintain consistency for both.
Let’s take a look at this Facebook ad by Everyday Health:
Notice that it uses the same image and headline for the landing page. It also uses a description that gives a sneak peek of what they can read on the landing page:
Finally, the Facebook ad also uses a call-to-action (Learn More) which tells people that on the landing page, they’ll be able to gain further information on the topic. The landing page meets that expectation.
2. Use the same offer and add a call-to-action.
What if someone wants to purchase the product that you advertised, only to find out that your landing page offered something else — or there’s no buy button in sight?
This will only confuse your user and create a negative experience.
You must always make sure that the offer on your landing page is the same offer that’s shown on your ad. Facebook states this on their Facebook Ad Policy: Landing Pages document.
Calls-to-action should be present on every landing page. They “call” your audience to carry out an action that helps you achieve your goal or ad objective. (Additional tip: Use power words and a color that contrasts with the page’s background color.)
3. Limit unnecessary form fields.
How many form fields are enough? Do people really need to provide all their personal information on your first contact?
A lot of things can influence your landing page’s conversion, and your form length is an important factor.
Here’s what you should remember:
If your goal is to get more leads, especially when people are in the awareness stage of your funnel, fewer forms work best. This removes friction. Fewer forms mean more people who are willing to fill out.
A piece of advice:
Of course, when you need higher quality leads, you’ll want to ask for more than someone’s name and email. You can do this for your bottom of the funnel leads. These are people who’ve already engaged with you for quite some time and are ready to buy.
4. Optimize for mobile devices.
Facebook’s second-quarter 2019 results show that 94% of their advertising revenue comes from mobile. This reflects that people are viewing ads using their mobile devices.
In that case, are you optimizing your Facebook ad landing page for mobile users? Because a landing page that displays properly on desktop may not work on mobile.
For example, PetSmart’s mobile-optimized landing page makes it easy for people to book a salon appointment for their pets:
Pet owners don’t have to square up their screens to get a full view of the page. The CTA button “check prices & book now” grabs attention with a blue color that stands out. It’s also big enough for users to easily click on.
5. Write a headline that also matches your ad.
Landing page aesthetics aside, one element that’s worth paying attention to is your landing page headline. Aim to create landing page headlines that match up with your Facebook ad headlines.
For instance, if your ad headline says, “No-stress meal planning done for you,” then your landing page headline should also reflect the exact or a similar headline.
Here’s an example from eMeals:
They use a similar headline for the landing page:
Always start with a clickable Facebook ad headline. Make it clear and concise. Evoke curiosity by teasing the content that’s on the landing page. Give a command or ask a question.
Related article: How to Write Facebook Ad Headlines That Drive More Clicks
6. Talk about the benefits of your offer.
Even when someone clicks on your ad, they still need to be convinced about your offer.
A perfect landing page design isn’t all that matters. Your audience wants to know what’s in it for them. This is where your benefit-driven copy comes in.
Take a look at HubSpot’s Facebook ad where they promote a social media content calendar:
When I click on the ad, I see exactly what I expect – a download of their calendar:
As I scroll down HubSpot’s landing page, I see a bullet point list that highlights the benefits of using their social media calendar.
When creating a landing page, always think about how your prospects can benefit from your offer. Communicate those benefits in an easily digestible format — like a bulleted list.
Your Facebook ad landing page is the key to getting those conversions. We’ve just covered the ways to make it happen, and hopefully, you’ll be able to put these tips into action.
Here’s a quick recap:
- Make sure that your landing page is relevant to your ad.
- Use the same offer and always include a call-to-action.
- Add form fields that are only necessary.
- Design your landing page for mobile users.
- Begin with a clickable ad headline and use something similar for the landing page.
- Emphasize the benefits of your offer.
Finally… Are you also looking for ways to optimize your Facebook advertising? Try Connectio’s FB ads tools to retarget your email subscribers, turn your best Facebook posts into ads, explore profitable interests, and more.