Facebook landing pages are single webpages custom-designed for Facebook ads and posts to encourage on-page conversions. They are used instead of webpages because they focus solely on a single post’s or ad’s message and call to action (CTA), driving more conversions. Businesses marketing on Facebook should use landing pages to convert more clicks to customers.
Small business owners who don’t have the time or technical knowledge to code their own landing pages should consider using a landing page builder, such as Leadpages. With easy-to-customize templates and drag-and-drop builders that require no code or design experience, it is a great option for many businesses. For as little as $25 per month, Leadpages is a wise investment that typically increases conversions and your return on ad spend.
How Facebook Landing Pages Work
Landing pages are an effective way of guiding users through your sales funnel by using a custom webpage designed to align with your Facebook post. Once a user has been enticed to click your ad, they are directed to your landing page. A landing page tailored specifically to an ad — instead of a general website — maximizes conversions and leads.
Facebook landing pages are created using code or with platforms like Leadpages. Facebook users are directed to these custom landing pages after clicking on an ad, where they follow through on a predetermined CTA and acquire an ad offer.
Landing pages for Facebook ads are different than landing pages for paid search ads, such as Google Ads. Facebook posts use images and/or videos, giving users a taste of your business and your offering. Landing pages created for Facebook are designed to match the original Facebook ad’s style, keeping branding consistent across ads and landing pages. Also, Facebook has its own landing page requirements with which advertisers must comply.
Every Facebook landing page should include:
- Strong headline: A good headline reminds users why they clicked on your ad and keeps them on your page
- Attractive offer: Advertisers must use a compelling offer that users want; otherwise, they won’t convert
- CTA: The CTA is where your users will go to get your offer
- Quality media: Use great images or video to support your ad’s message and increase its overall aesthetic
- An external link: Surprising as it sounds, Facebook wants advertisers to give users the ability to go to another page from your landing page
The goal of landing pages is to get users to convert, so remember a unique landing page should be used to match the messaging of the Facebook post. Directing ads to custom pages that speak to the audience is what sets them apart from webpages and what drives the customer sales journey. For example, landing pages with a lead capture form acquire user contact info when a user converts, providing the originating business with further marketing opportunities.
Who Facebook Landing Pages Are Right For
Businesses advertising with Facebook ads that use CTAs that direct clicks to a webpage outside of Facebook should use custom landing pages. This is because it’s very unlikely that you have an existing webpage that fits your Facebook ad’s message perfectly. Landing pages, however, incorporate your branding and marketing message, giving the user a way to take advantage of your offer.
Facebook landing pages are right for:
- Businesses with off-Facebook CTAs: Any time your Facebook ad points to a webpage that takes a user off of Facebook, a landing page should be used
- Companies running promotional offers: You may have a button on your website where users can get your offer; to be most effective, however, the offer should be promoted using a single page
- Businesses with sales funnels: With a clear message and a direct way to receive an offer, landing pages move leads to through your sales funnel
Landing pages simply perform better than standard webpages, making them a solid investment. When a business begins using landing pages after previously using webpages, they typically see a jump in the number of conversions they receive. Ultimately, the point of advertising on Facebook is to get leads and customers, and landing pages help you do this more effectively.
Facebook Landing Page Costs
While there is no cost to use a landing page, building them can cost anywhere from $25 per month to $500 for a single landing page. There are ways to build landing pages for free, however; this usually involves writing code or using a Facebook ad management service.
Here are the costs of building and using landing pages by a service provider:
- Leadpages: Starting at $25 per month for unlimited mobile-responsive pages, traffic and leads, free hosting on a secure custom subdomain, more than 160 free templates and more than 40 integrations
- Unbounce: Starting at $79 per month for sticky bars, 75 landing pages and eight pop-ups
- Marketing agency: $300 to $700 or more per built landing page
- Hibu: Free with monthly Facebook ad management service
- Fiverr: $5 to $300 or more per landing page built by a Fiverr freelancer
Finding the best way to build a landing page will depend on your design skills and budget. For example, if you want professional-looking landing pages for a low cost, but don’t know how to build your own webpages, Leadpages is a great option. Whereas, if you’re interested in outsourcing your Facebook ad management completely, Hibu includes landing page creation in its management service, making them a great deal for those using pay-per-click (PPC) management.
How to Create a High Converting Facebook Landing Page in 11 Steps
Creating a high converting Facebook landing page not only requires a solid strategy but also crafting good design, creating an enticing offer and adhering to Facebook’s advertising policies.
Create an effective Facebook landing page that converts users into leads in the following 11 steps.
1. Choose How You will Build Your Landing Page
First, decide how you will be building your landing page. There are three main ways: by building a new webpage with code, using a landing page builder platform like Leadpages or hiring a professional to build one for you. If you’re outsourcing to the pros, go to Fiverr to find landing page experts at affordable rates. If not, you’re most likely using a landing page builder to create beautiful landing pages without web design expertise.
2. Choose an Appropriate CTA Based on Your Advertising Goal
Keeping your advertising goal in mind when building your landing page will allow you to design a landing page to reach it better. Most CTAs collect leads, although it could also be to increase event attendance, get downloads and so on. Also, remember it’s not only that your goal might be to increase leads but also what type of leads you receive. Be specific in determining which products or services these leads are ideal for and their stage in the buyer’s decision.
Your landing page CTA may be a slight variation of your ad’s CTA. However, it needs to point to the same offer. Failing to keep the offer and general CTA the same on your landing page as with your ad can lead to Facebook rejecting your ad, or worse, shutting down your advertising account.
3. Match Landing Page Style to Facebook Ad
Your Facebook ad’s style and tone set a standard on what a user will expect to see when they get to your landing page. Remember, if your ad effectively entices a user to click it, it’s likely that maintaining that same style with your landing page will also be effective. Think of your landing page and ad as a form of company branding, where both need to be cohesive and appear similar to one another.
4. Write a Catchy Headline
Like your CTA, your landing page headline should be nearly the same as your ad. Advertisers may choose a slightly different version of their headline on their landing page as Facebook ads limit the number of characters an advertiser can use in their ad headlines. In general, keep your headline clear and concise.
5. Source a Supporting Image
Facebook frowns upon, and may even reject, landing pages that use auto-play videos, so it’s best to avoid videos altogether. Instead, choose a great image that is high-quality aligned with your post or ad, which helps communicate your ad’s message, driving more conversions.
6. Use a Simple Contact Form
As a rule of thumb, use the fewest number of contact form fields possible for the highest number of conversions. People don’t like giving up their personal information, and the more you require, the more you’re making getting your offer both time-consuming and invasive. Consider the goal of your landing page and try to use the fewest fields possible. For most, just a name and email address work best.
7. Add an External Link
Including an external link on your landing page has always been considered a landing page no-no. However, Facebook requires landing pages have an external link. Why? Because they see landing pages without the option to go elsewhere as a dead end. Add an external link to a relevant webpage — a similar product page, perhaps, or a pertinent blog post.
9. Confirm Your Landing Page Meets Facebook’s Policies
As you can see by now, Facebook comes with its own set of policies that advertisers need to follow.
Facebook requires that landing pages:
- Use an external link: Those familiar with landing pages will be surprised to hear that Facebook wants advertisers to include an external link from their landing page
- Create cohesive landing pages: Using a landing page that is similar in design and messaging to your ad, including matching offers, helps ensure your landing page is approved
- Avoid automatic pop-ups: As tempting as an exit pop-up may be to capture user who is about to abandon your page, do not use them as they can be grounds for ad disapproval
- Do not use auto-play or download: This is seen as intrusive to users and Facebook may reject or cancel your account for using these on landing pages
- Use a standard page exit: Many landing pages try to hold users hostage by either not including a page exit button or requiring users to confirm that they want to leave the page; making it difficult for a user to leave your landing page is highly frowned upon
Facebook frequently updates their requirements. To ensure your landing page complies with Facebook’s mandatory policies, familiarize yourself with the most up-to-date information on Facebook’s Advertising Policies.
10. Add Analytics Tracking
Next, add data and analytics tracking to your page. This will allow you to get performance insights like user behavior and actions while on your page, which is how you will be able to understand whether the landing page is effective. Without this information, it will be very difficult to optimize your landing pages after they have gone live.
There are many analytics tools you can choose from, from free Google Analytics to easy-to-understand CrazyEgg. These will give you a code, which then is input into your landing page code. If using a website builder, you will paste that code into the designated area of that platform for analytics tracking.
11. Link Your Landing Page to Your Facebook Ad
With everything you need in place for a high-converting landing page, it’s time to connect it to your Facebook ad. There are two ways you can do this: either by creating a new ad campaign or by updating an existing ad. If you used a landing page platform like Leadpages to build your landing page, copy and paste the automatically generated URL.
Creating a New Ad Campaign
If you haven’t already created the ad campaign, start by going to Facebook Ads Manager and clicking the green “+Create” button.
Follow the guide to complete the steps of your new campaign creation, including selecting your objective, audience targeting, budget and ad schedule.
In the final step, you will be prompted to create your ad, where you will paste your landing pages URL.
Click “Confirm” to save and launch campaign.
Updating an Existing Ad
If you are creating a new landing page for an existing campaign, you can update your ad’s URL easily. To do this, go to your Facebook Ads Manager account and select the “Ads” tabs as illustrated below. Find the ad whose landing page you wish to update and hover over that ad to display editing options. If you want to test your new landing page compared to your old, create a duplicate. Otherwise, edit the ad. Update URL field and click the green “Confirm” button.
12. Optimize Facebook Landing Pages
Your landing page work isn’t over once you’ve built it and linked it to your Facebook ads. Now, you need to monitor and optimize it continuously. It’s difficult to know what will be most effective and yield the most conversions without testing different variations of your landing page. Remember to change only one element at a time to avoid any confusion in terms of what optimizations are good and which ones are not.
Use these tips to optimize Facebook landing pages for conversions:
- Alter your offer: Test variations of your offer and, with that, your CTA
- Instill urgency: Make your offer limited or time-sensitive to increase its perceived value and increase conversions; short-term offers are more appealing as they feel more valuable due to their perceived scarcity, leading to more conversions
- Play on emotions: Top converting landing pages incite user emotions; test whether users convert better by communicating benefits vs. pain points
- A/B test landing pages: The impact of seemingly minor adjustments can be surprising, so try using a different image or changing the color of your CTA button
- Optimize for mobile: Make sure your ad looks good on mobile if you’re using ad placements on mobile devices
- Use landing page optimization tools: There are a number of tools designed to help with landing page optimizations from analytics tools like Heap to A/B testing tools such as Freshmarketer
There is much to know about optimizing landing pages strategically. Learn how to determine which elements of your landing page to optimize as well as great optimization tools in our article How to Optimize Landing Pages.
Elements of High-converting Facebook Landing Pages
Not all landing pages are created equal, and some definitely convert better than others. While the reasons for this can be tied to a specific business, there are overarching elements of landing pages that typically lead to more conversions. Be sure to follow the guidelines of what constitutes good landing pages like a catchy headline, quality image and attractive offer within a professional and clean page.
Design and landing page aesthetics aside, much of the strategy will come down to your ad’s CTA or offer. Without a compelling offer, people won’t convert. Remember, they need to be enticed in order to hand over their contact information happily. People tend to be hesitant to provide email addresses, knowing it can lead to a lot of spam, so a good offer is necessary to get their information.
When choosing an appropriate offer, consider first what a user would want. What appeals to them or what are they looking for? Also, consider your how much your customer is likely to spend with you if they become a lifetime customer. If your landing page offer costs more than the customer’s lifetime value, it’s not a smart offer.
For example, a pet groomer advertises their services with Facebook ads. They offer a free dog bath to users because they found people often aren’t sure if paying to have their dog bathed is worth the expense. They also found that over half of all people who try it become repeat customers, so in the long run, offering a free bath is cost-effective as it drives long-term business. By offering something people want at a cost they can afford, they maximize their ad spend.
Frequently Asked Questions (FAQs)
Where Can I Create a Free Landing Page?
You can create free landing pages a few different ways, including creating a custom webpage yourself using code. Some website builder platforms like Wix and Squarespace also give members a way to create free landing pages, but if you’re not a member or don’t know code, you’re most likely out of luck.
What Is a Splash Page?
A splash page is similar to a pop-up that is laid over a standard webpage. Many confuse splash pages and landing pages. However, landing pages are single webpages and splash pages are laid on top of the webpage. Splash pages are used to provide the website user with more information or to provide an offer, although they are not meant to be used as a PPC landing page and often do not have their own URL.
How Do You Determine the Conversion Rate of a Landing Page?
The conversion rate for a landing page represents the number of times a user who landed on your page completes the CTA. For example, a user clicks an ad on Facebook for a free marketing strategy session. When clicked, that ad brings them to a landing page where they can input their information, which will then allow them to register for their free strategy session. The conversion rate is the number of people who input their information divided by the total number of visitors to the landing page. This is reflected as a percentage.
What Is a Good Landing Page Conversion Rate?
A good landing page conversion rate is very subjective, but the average landing page conversion rate across all industries is 2.35 percent. To be considered good, the conversion rate should be well above the average, so for most industries and businesses, if a conversion rate is above 10 percent, it’s a safe bet it’s considered good.
Should Landing Pages Be Different for Google Ads vs. Facebook Ads?
Landing pages for Google ads and Facebook ads are different as Facebook has landing page requirements that Google does not. Even if you’re running the same campaign on both Google and Facebook, be sure to update your landing page to meet Facebook’s strict policies.
The Bottom Line – How to Create a Landing Page on Facebook
Landing pages turn valuable Facebook clicks into leads with a single webpage tailored to your Facebook ad message. By customizing the landing page to fit a business and the product or service being promoted on Facebook, businesses make better use of their energy and time on marketing and typically see higher conversions as a result.
Failing to use good landing pages leads to wasted ad spend, making your hard-earned clicks for naught. Choose Leadpages to start designing beautiful landing pages that convert without any required design skills at a competitive price. For as little as $25 per month, it is a sound investment that will help you get more out of your ad spend.