Traditionally, for a Facebook Ad, you are trying to get your target audience to click on your link to get them to a page where they can call you or fill out a form so you can reach out. This page is often called a landing page as it is made specifically for the ad to help get quality leads from your advertising spend. A landing page is a vital piece to the whole Facebook Ads marketing puzzle, so you will need to give some thought into the landing page that you will send people to from your Facebook Ads. Here are 4 key things your landing page must have in its framework to convert clicks into leads.
Make sure your message is clear and to the point. Your headline state exactly what someone is is on the page for and the message should relate to the message from the type of ad you are running. For example, if you are running a Facebook ad that says “is your roof leaking” and the call to action is “schedule a free inspection to see the condition of your roof” your landing page should reflect scheduling a free inspection.
Now that you have your clear message so people understand why they are there, you want supporting content to explain a little bit more in depth of what they’ll actually get if they respond to the landing page or fill out the form. If your landing page is about a free inspection or quote, explain to people a little bit about what it means and what they can expect. For example, you may want to say “once you fill out this form someone will reach out to you to schedule an appointment” so they know someone will reach out to them and then keep explaining the whole process so they know what to expect. Having key bullet points and a little more content is extremely helpful so you are clearly communicating to the person what they will get.
The third you must have on your landing page is a bold call to action (CTA) that is placed in a form. Since most people will be coming from either a Facebook or Instagram Ad, they might not be in the frame of mind where they will want to give you a call right then but they might be more willing to fill out a form for you to reach out to them at a later time. In most cases, it works best if there is a short form where you get their first and last name, email address, and phone number. Having a clear CTA on your landing page that is connected to the CTA in the ad your running is vital to converting leads.
Lastly, you want to make sure your landing page is designed well and looks visually appealing. Having an attractive design is key. You don’t want your whole page just to be the form to fill out, add images and have your headings and supporting points flow down the page. Here are two examples of great landing pages:
When you have a clear message, supporting points, and CTA done well on an attractive landing page your conversion ratios are going to perform a lot better versus a landing page with a mixed message.