If you haven’t jumped on the Facebook advertising bandwagon yet, you’re missing out! It’s budget-friendly, boasts a massive reach, and offers incredibly precise targeting. But hold on, there’s more to Facebook Ads than just creating eye-catching visuals. To truly knock your campaigns out of the park, you need equally impressive Facebook landing pages. While crafting compelling ads is essential, it’s only half the story. Your landing pages need to be just as strong, if not stronger, to ensure those visitors actually take the plunge and convert. P.S. We’ve got a podcast episode dedicated to this very topic! Tune in to Goal Talk Podcast Episode 13: The Anatomy of a Money-Making Landing Page.

This article is your one-stop shop for mastering Facebook landing pages. We’ll dive into everything you need to know, from ensuring your messaging flows seamlessly from ad to landing page to the key elements to consider when designing those pages. By the time you’re done reading, you’ll be a Facebook landing page pro, ready to create pages that convert like crazy. So, let’s get this show on the road!

Decoding Facebook Landing Pages

Before we go any further, let’s make sure we’re on the same page about what exactly we mean by “Facebook landing pages.” Back in the day, Facebook landing pages were pages that advertisers could create using external platforms. These pages aimed to nudge users towards a specific action, whether it was a simple “Like” or something more involved like filling out a form. Take a look at this example from Coca-Cola:

This is a prime example of a “Like gate,” a pop-up or page designed to prompt users to Like a page before granting them access to the content they’re after. There are countless variations of this “landing page” type, from contests and limited-time offers to online extensions of real-world promotions like code redemption deals for digital goodies. However, for the purpose of this article, we’re focusing on actual landing pages. These are the pages a visitor lands on after clicking your Facebook ad. You might think Facebook landing pages are pretty much the same as their paid search counterparts, but there are a few key differences to keep in mind before unleashing your campaigns.

Why the Fuss About Facebook Landing Pages?

With the sheer volume of paid and organic content bombarding Facebook users as they scroll through their News Feeds and Stories, grabbing their attention and getting them to engage with your business is no walk in the park. You pour your heart and soul into attracting clicks—testing ad copy, experimenting with different image formats, even throwing in a video or two. We’re talking serious time and money investments here. But what’s the point if those precious clicks don’t translate into cold, hard cash for your business? That’s where Facebook landing pages come in—they’re the make-or-break factor that determines whether you reap any rewards from all your hard work and ad spend. Even if a Facebook user is head over heels for your ad, if they click through and find nothing of value or interest, they’ll bounce faster than you can say “conversion.” There’s a reason marketers are obsessed with the “customer journey.” People don’t just whip out their wallets at the drop of a hat; they go through multiple stages before becoming paying customers. Fail to engage them and provide real value at every step, and they’ll take their business elsewhere.

4 Pro Tips for Building Killer Facebook Landing Pages

Ready to transform those Facebook ad clicks into a revenue goldmine? Here are four powerful tips for crafting amazing Facebook landing pages that convert like crazy.

1. Step into Your Audience’s Shoes

One of the biggest advantages of Facebook ads is their inherent visual appeal. With Facebook limiting advertisers to a measly 20% of text in their ads, these ads are often easy on the eyes and highly clickable. They also blend seamlessly with organic content in users’ feeds, creating a much more enjoyable experience. However, this also means more work for you, the advertiser. With text ads, you can direct visitors to practically any relevant page. But with Facebook ads, you need to prioritize user experience once they click. Let’s illustrate this with a couple of examples. Here’s an ad that popped up in my Facebook feed for a winter coat from Duluth Trading Co. (which I already own and bought online, proving that even Facebook’s super-targeted options have room for improvement):

Clicking on this ad takes me to this page:

This landing page does feature the exact product advertised in my feed (a definite win for relevance). However, it doesn’t give me any reason to stick around if, for some reason, I decide I’m not interested in a new winter coat or this particular one. Now, let’s analyze an example from HubSpot:

This ad clearly promotes HubSpot’s CRM product. It features enticing copy highlighting the product’s benefits, like “100% free forever” and “Unlimited users and contacts.” It even uses a “Sign Up” call-to-action button for direct conversion. If I were on the hunt for a CRM solution, this would definitely grab my attention. So, I click the ad, only to be greeted by this page:

Hold up a sec, HubSpot. I clicked that ad expecting to learn more about your CRM, not sign up for anything just yet. Sure, the page tells me that HubSpot’s CRM “is the flexible, intuitive solution for managing your prospects and sales pipeline,” but that’s just generic CRM jargon; any vendor would say that. This landing page might have an impressive conversion rate for all I know, but it’s definitely not what I was expecting. What’s more, this landing page immediately hits me with a web form. Okay, it’s not asking for my life story—just an email address and company URL—but it’s still more information than I’m ready to divulge at this point, which is absolutely none. Remember, I came here from a Facebook ad, so I’m probably not in a commitment-minded state. Yes, HubSpot’s CRM is “100% free forever” as promised in the ad, but that doesn’t mean I’m ready to sign on the dotted line just yet. If I were actively searching for a desktop CRM on Google, I’d be more focused on aspects like features, pricing, and functionality, and therefore more receptive to a landing page like this. But clicking on a Facebook ad on my phone? I’m definitely not interested in a hard sell, especially for this type of product.

2. Seamless Visuals, Seamless Experience

Remember how we praised the visual richness of Facebook ads? Well, this presents both opportunities and challenges for advertisers. Visual consistency between your ads and landing pages becomes even more critical, especially on mobile. Let’s look at another example to drive the point home. Here’s a Facebook ad for Five Four Club, a clothing retailer:

This ad makes the most of its text allowance and even manages to squeeze in some extra branding with its logo. The promise of stylish clothes at a 50% discount has piqued my interest, so I click the ad and land on this page:

Notice the strong visual alignment between the ad and the landing page in terms of design and overall aesthetics? It’s a natural progression that delivers exactly what I expected when I clicked the ad. The landing page also ticks several other best practice boxes: reinforcing the service’s benefits, using compelling yet concise language, and prominently displaying the 50% discount coupon code promised in the ad. However, there’s always room for improvement. This landing page could have given the discount offer from the ad more prominence. It’s evident that this page wasn’t specifically designed to accompany that Facebook ad, hence Five Four Club’s decision to add a temporary banner below the navigation bar. Still, it’s a great example of how visual consistency between ads and landing pages can work wonders for Facebook advertisers.

3. Mobile-First, Always

Get this: nearly half of Facebook’s 1.49 billion monthly active users access the platform exclusively from mobile devices. Let that sink in for a moment. That’s a whopping 655 million people—more than double the entire population of the United States—who NEVER access Facebook from a desktop. And this trend is only going to intensify, as it has been for the past two years.

Image via VentureBeat With stats like these, neglecting mobile optimization for your Facebook landing pages is practically suicidal for your campaigns. You won’t catch big brands making this mistake, but if you’re a small fish or new to the Facebook advertising game, the risk of overlooking mobile-friendly landing pages is much higher. Let’s examine a mobile Facebook landing page done right. This ad is for SundanceNow Doc Club, a streaming service for independent documentaries (think Netflix for documentary enthusiasts):

This ad definitely tickles my fancy, so I click on it and arrive at this landing page:

This mobile Facebook landing page is a textbook example of best practices in action. Its design and messaging seamlessly match the ad, the copy is brief yet compelling, the benefits are crystal clear, and the call to action is bold, easily clickable, and well-worded. Despite its image-heavy design, it loads lightning-fast, even on my ancient Android device. I can’t overstate the importance of mobile-friendly landing pages for Facebook advertising. Not only are millions glued to their mobile devices for Facebook, but it’s the kind of user experience people have come to expect these days. Try forcing them to pinch and zoom their way around a non-mobile-optimized page just to fill out a form, and you can kiss those conversions goodbye—and probably tarnish your brand’s reputation while you’re at it.

4. Embrace Best Practices

Unlike Google, Facebook doesn’t offer advertisers much in the way of landing page best practices. While search and social landing pages share similarities, the key difference lies in the approach. With Facebook, you’re actively seeking out users, not the other way around. Think of your Facebook ads as an extension of your landing pages or the initial spark in a longer journey. Some campaigns might offer a quick and direct path to conversion straight from Facebook, while others might require a more indirect route, with the Facebook ad serving as the first steppingstone. For instance, one of our most successful Facebook ad campaigns promoted a content download. Here’s the ad:

The copy is concise, benefit-oriented, and even leverages the air of mystery surrounding AdWords’ Quality Score to pique interest. And boy, did that image resonate with our audience—people absolutely adore this kid. Now, here’s the landing page we directed users to:

As you can see, we’re asking for quite a bit of information on this landing page. However, the campaign’s performance was nothing short of stellar. Admittedly, traditional engagement metrics like likes and comments were low (as expected), but in terms of conversions, this ad/landing page combo was one of our top performers. The complexity of your landing pages hinges on the desired action you want prospects to take, while the content depends on what you’re offering. A landing page for a whitepaper download might include a brief overview of its contents, whereas a landing page for a pricier service like a training course might feature more comprehensive information about the program and institution. Just like any other marketing endeavor, Facebook ad campaigns should revolve around user intent. However, by following the guidelines outlined above and embracing general landing page best practices, you’ll boost your conversion rates and create a more positive experience for users interacting with your brand on Facebook.