What is a Facebook landing page?
Facebook landing pages are standalone pages devoted solely to whatever product, service, or offer you’re promoting with your Facebook ad. These pages limit distractions by excluding menus or unnecessary links to other pages.
Because of their singular focus, landing pages provide a seamless transition from the ad. For example, if you were to direct users from your ad to your homepage (a mistake way too many businesses are still making) they’d be bombarded with all sorts of information that has nothing to do with the ad they just saw.
On the other hand, a landing page picks up right where the ad left off and takes people directly to the information they’re looking for.
As a result, landing pages generally convert better than homepages or other types of web pages. Whereas a form on a website typically gets 1-2% of visitors to subscribe, an average landing page converts at 15% for Facebook ads—even higher as you incorporate best practices like the ones we’re sharing here.
How to create a Facebook landing page
It used to be that business owners and marketers had to hire web developers to create their landing pages for them. Not only was this expensive, but it was a long drawn out process.
Luckily, this isn’t the case anymore. Landing page builders like Leadpages mean you can create your own pages quickly and easily. There’s no coding required, so even if you’re a complete beginner you can do it yourself. And best of all, you can create a high-converting page in less than 30 minutes.
Here’s how.
Step 1: Choose a template
Leadpages offers over 200 professionally-designed landing page templates for you to choose from. These templates are designed with conversions in mind, mobile-friendly, and utilize all the latest best practices, meaning most of the work is already done for you.
When browsing the gallery you can sort templates by newest, type, style, and historical conversion rate. Leadpages also has templates designed for specific industries, like real estate, authors, finance, restaurants, and more.
Find a template that suits your brand and is in line with the vision you have for your page.
Step 2: Customize your template
Once you choose your template it’s time to make it your own. Leadpages’ Drag & Drop Builder allows you to change colors and fonts, as well as add and remove sections to create your ideal layout. You can also use widgets to add additional functionality like Calendly bookings and checkouts with Stripe.
Step 3: Write your copy
Leadpages makes it easy to edit, add, and remove text. This is where you can establish your brand personality and go into detail about the many benefits of your product or service.
Here are a few tips to help you write compelling copy for your Facebook landing page:
- Start with an attention-grabbing headline. Focus on the primary benefit of your offering so readers know right away why they should do business with you.
- Establish the reader’s problems. Put yourself in their shoes and figure out what they’re struggling with, then state it in your copy. This will help you relate to your readers and make them realize you’re talking directly to them.
- Present your product or service as the solution. Once you establish their problem describe how you’ll help resolve these issues.
- Focus on benefits over features. Instead of describing what your product or service does, tell readers how it benefits them and why they should want it.
- Resolve objections. Create a list of all the reasons someone might want to do business with you (too expensive, unproven, don’t have time, etc.). Then address the objections in your copy and show readers why they’re not true.
- Finish with a strong call to action. Tell people what action you want them to take and then ask them to take it.
Depending on the length of your landing page you might not be able to address all of the above points. But it’s still useful to keep these in mind when writing your landing page copy.
Step 4: Add images
Imagery has just as big an impact on conversions as copy does, so you’ll want to choose your photos carefully. With Leadpages, you can click on any image to replace it with a new one, or you can drag the image widget to a location to place a new photo wherever you like.
Not sure which images to choose? Here are a few suggestions:
- Show smiling faces. People are attracted to smiling faces, so include them in your imagery. It’s even better if the smiling face is yours so people get to know you.
- Show the benefits. Sometimes describing benefits isn’t enough—people need to see them. Show your products being in use so readers can visualize how they work.
- Avoid cheesy stock photos. Grabbing some stock photos is convenient, but it isn’t always the most effective approach. If possible, take your own photos (or hire someone to take them for you) so your imagery is more genuine.
Feel free to experiment with a few different photos to see which ones convert best.
Step 5: Publish your page
When you’re completely happy with your page it’s time to publish it. With Leadpages, you can publish your page to a free subdomain, a custom domain you own, or to a WordPress site using the Leadpages plugin.
Once your page is live you can link it to your Facebook ads and you’re good to go!
Bonus Step: Check the Lead Meter
One of the unique features offered by Leadpages is the Leadmeter, which predicts how well your page will convert and then offers suggestions to help you optimize it. It’s perfect for those who are new to conversion optimization or anyone looking to improve their results.
The Leadmeter appears at the top of the landing page builder. You’ll see it update its forecast in real-time as you edit and add new elements. When you’re done, check the Leadmeter to see how you did.
Ideally, it will display an “Excellent” score, which means your page is likely to convert at a high rate. If your rating is “Great” or lower, click the Lead Meter to see a list of changes you can make to improve your score.
Rules for Facebook landing pages
To create a better experience for its users, Facebook has developed a number of rules for its ads and landing pages. So, when you’re creating your landing page make sure to keep the following in mind:
Prohibited content
Facebook prohibits the following types of content on any landing pages you use for your Facebook ads:
- Anything related to drugs and tobacco.
- The promotion of a negative self-image.
- Deceptive, false, or misleading claims.
- Calling attention to people’s perceived imperfections.
- Any assertions or implications that you know someone’s personal characteristics (name, race, gender, etc.).
As long as you’re honest with your advertising and you’re promoting quality products and services you shouldn’t have to worry about any of these restrictions. But it’s still good to be aware of them.
Content that requires permission
Content that promotes the following types of products requires permission from Facebook:
- Alcohol
- Dating services
- Pharmaceuticals
- Weight loss
If you’re advertising any of these types of products make sure to get permission from Facebook before you publish your ads and landing page. Otherwise, your ads will be removed.
Content that must follow certain guidelines
There are also certain types of content that need to follow local and federal laws to get approved. This is the case if you’re promoting:
- Employment opportunities
- Credit cards
- Social issues
- Elections
- Gambling
- Over-the-counter drugs
In other words, if you have an ad about your new social media marketing ebook then your landing page must also be about your social media marketing ebook. This is another reason why creating a dedicated Facebook landing page is a good idea. It ensures that all the content on the page is related to your ad, which increases your relevancy score and helps your ad perform better.
Your page needs to work
If your ad redirects to a 404 page or a URL that isn’t working Facebook might shut down your ad. So, make sure that whatever landing page builder you’re using is reliable and has a high amount of uptime. For example, Leadpages is powered by Google’s App Engine, making it very reliable and fast with 99.9% uptime.
It needs to provide users with a good experience
Basically, your page needs to deliver what it promises. Avoid all of the following:
- Sending users to a URL that redirects them to a different URL.
- Forcing users to see an ad before viewing your landing page.
- Triggering an automatic download when users click your ad.
All of these are deceptive tactics that will cause your Facebook ads to be shut down. Plus, they hurt your reputation and make it harder for your audience to trust you.
Facebook landing page templates
Not sure which template to choose for your Facebook landing page? Here are a few of our favorites for you to consider.
This general template is perfect for a wide range of free guides, PDFs, checklists, and more. If you need an effective template for your lead magnet this is a great choice.
Promoting a new ebook? This template is ideal for your next ebook giveaway. Display your book cover prominently and use the Drag & Drop builder to match the design to your book’s color scheme.
Lead magnets and free giveaways are a great way to find new leads for your coaching business. Use this guide to introduce yourself to potential customers and grow your email list.
This template was designed with real estate agents in mind. Offering a free home valuation, as this template does, is an excellent strategy for finding new leads for your real estate business.
Webinars are great for providing value and introducing new people to your brand. Use this template to show the benefits of your webinar and encourage new sign-ups.
Build your Facebook landing page today
Leadpages simplifies the landing page creation process with plug-and-play templates, a Drag & Drop Builder, and integrations with all your favorite marketing tools. Try Leadpages free for 14 days and discover the positive impact an optimized landing page can have on your Facebook campaigns.
