The primary goal of any landing page is to collect valuable information that allows you to market to, and communicate with, potential leads. That said after someone clicks on your Facebook ad (or promoted tweet or pin, for that matter), the copy and design of the landing page you direct them to is instrumental in the process of collecting leads.
The first element of your landing page you need to decide on is the length of your copy. When a person is directed to your landing page from your Facebook ad, tweet or pin, you have less than 10 seconds to grab your visitor’s attention and get them to convert. “Convert” could mean to purchase your product/service, download your resource, register for your webinar, make an appointment, etc. Depending on what your goals are for your ad or post, you will either design a landing page that has a little bit of a lot of copy. Shorter copy is typically best used to meet an immediate goal. Landing pages with more detailed, scrollable copy are best reserved for times you have long-term goals.
The use of visuals on your ads and promoted posts’ landing pages can help quickly communicate messages more effectively than text-only landing pages. People have a limited time to spend on your landing page, and they — we! — are all easily distracted. To help get the point of your landing page across quickly, use graphics and images to break up the page to make it’s content easily digestible.
If you include more than one call to action on your promoted posts’ or Facebook ads’ landing page, you risk confusing your visitors. To stay clear of this potential danger zone, eliminate all clickable items on your landing page that might distract visitors from accomplishing the primary task you set forth for them. Don’t include multiple social icons, unnecessary links, and tabs, drop-down menus, etc., because having too many “features” on a landing page will only confuse your visitors. The last thing you want to do is distract your visitors and give them reasons to bounce back to Facebook — without having done what you want them to do.
This list is just the tip of the iceberg. There are many other things to consider when creating high-converting Facebook ads’ landing pages. These three tips, with a quality tool like Babylon to reduce your bounce rate, represent the right foot to get you started.