How to Create Awesome Facebook Landing Pages That Secure the Sale (+ Examples)
Even if your Facebook ad campaign is extremely successful at earning clicks, your subsequent landing page is what brings those conversions home.
You need an intuitive and optimized that answers shoppers’ remaining questions and convinces them to buy to generate revenue from your ad.
Building an effective Facebook landing page is crucial for every marketing campaign you launch on the platform, and I’m here to show you how.
I’ll also explain why your landing page is important, Facebook’s rules regarding them, then show you some tips and examples to help you get started.
Read on to learn about:
#cta-visual-pb#<cta-title>Create landing pages in a few clicks<cta-title>Build an effective landing page with powerful conversion elements using Shogun Page Builder.Start building for free
What is a Facebook landing page?
A Facebook landing page is where visitors are directed after clicking on your Facebook ad.
Landing pages aren’t navigable from your main website—so you won’t find them in any main menus—and their primary purpose is to drive to a dedicated call-to-action.
Landing pages are designed to meet a specific objective, such as:
- Collecting emails
- Promoting your product or service
- Driving event registrations
Think of your landing page as an extension of your Facebook ad, guiding visitors along a smoother conversion path.
Benefits of a strong Facebook landing page
It may seem more lucrative to direct people to your homepage or product page directly, but a Facebook landing page brings a few key advantages that make them an important investment.
Better targeting
Facebook Ads lets you target specific audience demographics, interests, and behaviors.
You can then build a landing page that aligns with them, tailoring the content to the people you want to reach to produce more personalized experiences.
With 72% of consumers saying they only engage with personalized messaging, properly targeting your Facebook landing page can boost your advertising campaign’s effectiveness.
Increased conversions
Personalized landing pages also create an experience that’s relevant to visitors, removing distractions and moving them seamlessly through the buyer journey.
For example, simply tailoring your calls to action (CTAs) to your intended segment can have a profound impact, with personalized directives converting 202% better than generic ones.
Improved ad relevance score
Facebook assigns a relevance score to each ad, and your landing page experience is an influential factor in that calculation.
Scoring is based on the positive and negative feedback your ad receives from its audience, and the higher it is, the more benefits you enjoy.
For instance, Facebook rewards ads that provide superior user experiences with lower costs and better ad performance.
Tracking and analytics
Landing pages enable better tracking as well since you can incorporate tools such as Google Analytics to track each landing page’s performance.
Then, using key metrics, you can pinpoint what does and doesn’t work and optimize for more fruitful results.
Flexibility and customization
Unlike your main website or product pages, a landing page gives you greater freedom to customize your audience’s experience.
You can experiment with different designs, layouts, content, and CTAs to find a combination that strongly resonates with your customers, which drives more conversions.
Facebook guidelines for landing pages and ads
Note that Facebook has rules not only for ads but also for the landing pages they link to.
If it fails to adhere to these advertising policies, Facebook will reject your ad. I’ve listed the most prominent regulations below.
Prohibited content
This covers content that Facebook doesn’t allow, namely:
- Drugs, tobacco, electronic cigarettes, vaporizers, and those that simulate smoking
- Negative self-perceptions
- Images displaying exaggerated results
- Deceptive, misleading, or false claims
- Assumptions of personal characteristics such as name, race, gender, and physical imperfections
Restricted content
This slightly less strict category requires Facebook’s written permission or must follow specific industry guidelines. It includes:
- Dating services and online pharmacies
- Alcohol, gambling, gaming, and over-the-counter drugs
- Services relating to employment opportunities, financial services, and housing
- Credit cards
- Weight loss products and services
- Advertisers for social issues and politics
Common landing page mistakes
Lastly, these are typical Facebook landing page mistakes that can get your ad rejected.
- Pages that don’t clearly reflect your promoted product or service
- Promoting content, products, or services prohibited by Facebook’s advertising policies
- Pop-up ads, content, or elements that hinder a visitor’s ability to navigate away
- A page that doesn’t work properly or is totally broken
Read more about non-functional landing pages as defined by Facebook here.
How to create a Facebook landing page
With the above in mind, let’s turn to constructing your Facebook landing page.
Step 1: Define your audience and objective
Before jumping into page creation, identify your goal and target audience.
Clearly defining these allows you to build a landing page that aligns with your segment’s needs and interests.
You can start by answering the following questions:
- Who are you trying to reach?
- What action do you want visitors to take as they navigate your landing page?
- What types of content resonate best with them?
If you’ve already created buyer personas, you have this covered. Just choose the best fit for your campaign and move to the next step.
Step 2: Choose your landing page builder
Once you’ve determined your audience and ad objective, it’s time to select your landing page builder.
In this tutorial, I’ll be showing you how to use Shogun Page Builder. You can use this tool with both Shopify and BigCommerce stores.
For other page builder options, you can visit the Shopify app store or browse BigCommerce apps.
Step 3: Select a template
Shogun Page Builder comes with a set of pre-made templates to help create your landing page. You can build from scratch or select one of the templates to speed up the process.
From your Shogun dashboard, go to Create new and select Page.
From there, you can select from different templates. Alternatively, if you want to start from scratch, you can simply click the Create new page button on the left sidebar.
The image shown below is found under the Standard tab, in the Landing pages category.
Select the template you like best and click Choose template.
Name your page, set your URL, and decide whether to add your main website menu header and footer.
Tip: Sometimes it makes sense to hide the header and footer if you want to keep your visitor focused on the landing page CTA, instead of giving them other pages to click away to.
Step 4: Customize your Facebook landing page
After selecting a template and creating your landing page, it’s time to customize the content.
This is easy and intuitive in Shogun, as you can click on any element to edit copy, images, design, and formatting.
Click on the images in the template to update them with your own.
And select any copy to get a handy formatting tool that allows you to easily choose your text alignment, fonts, styles, and more.
Bonus: Page Builder is adding new Shogun AI features to the product, so you can easily generate text, sections, and elements to go even faster.
Consider browsing the other elements on the right sidebar for anything else you’d like to add to your landing page.
You can click on any of them and drag them to where you want them on the page.
Step 5: Incorporate tracking and analytics
No matter which page builder you choose, make sure they provide reports and metrics.
Adding tracking and analytics helps you measure success, making them essential components of your Facebook landing page.
Facebook provides a built-in tracking tool called Meta Pixel, which is a piece of code that helps you understand both how effective your advertising is and what actions visitors take on your landing page.
Alternatively, Google Analytics can perform a deeper dive and collect more in-depth data on user behavior, traffic sources, conversion rates, and more.
In Shogun, all pages come with an analytics report as metrics are automatically tracked.
To see yours, go to your page’s dashboard, hover over the three dots to the right of the page you’d like to analyze, and click the “Analytics” link.
You’ll be able to see metrics such as the number of times an item was added to cart, conversion rate, total sessions, bounce rates, referrers, and more broken down by device type.
You can also compare different landing pages’ performance to see which works better.
Tip: Turn your best-performing landing pages into a template to use over and over again.
#cta-mini-pb#Read next: Your Detailed Guide For Adding the Meta (Facebook) Pixel to Shopify
Step 6: Review and publish your Facebook landing page
Once you’ve customized your landing page and added an analytics tool, it’s time to review the final result. When doing so, be sure to:
- Verify every element functions correctly
- Double-check your messaging for clarity
- Remove any errors or broken links
Then, to go live, save, and publish your work.
Remember, your Facebook landing page is hosted on an external domain, so provide a link to it when creating your ad.
In Shogun, you can push your page live from your pages dashboard, or by clicking the “Publish” button in the page builder of the page itself.
Step 7: Continuously monitor and optimize
To make sure your landing page is effective, consistently monitor and optimize it. Track the right performance metrics to track, including:
- Click-through rates (CTRs)
- Conversion rates
- Bounce rates
- Time on page
These reveal how your audiences interact with your landing page and pinpoint areas of improvement, allowing you to make data-driven decisions on how to tackle them.
#cta-visual-pb#<cta-title>Start building your landing pages today<cta-title>Use Shogun Page Builder to create templates of your best-performing landing pages.Start building for free
Tips and best practices for amazing Facebook landing pages
When constructing your Facebook landing page, follow these best practices to steer you in the right direction.
Employ a clear and concise headline
Your headline should be short, direct, and attention-grabbing.
It needs to provide a clear and concise explanation of what your landing page contains, communicating the value of your offer and enticing users to take action.
Consider using the same headline for both your ad and your landing page.
This provides a seamless transition for people who click through your ad, resulting in a smoother path to your landing page (and, ultimately, conversion).
Include a compelling CTA
Make sure your CTA is readily visible and easy to understand.
Use action-oriented language like “Join,” “Sign up,” or “Get started.” Consider using contrasting colors as well to make your CTA stand out.
Keep it simple
Too many options or an overabundance of text can quickly overwhelm your audience.
If your landing page is cluttered or complex, people are more likely to leave without taking any action. Further, too much media can bog down your page load times as well.
So, keep the page simple, organized, and focused on your offer.
Minimize distractions by employing a clean design with easy-to-read fonts and limit your use of images and videos.
Include an easy form
If one of your goals is to collect leads, include a form on your landing page. It should be clear and concise and ask for only essential information.
Also, make sure the form is easy to fill out, limiting its fields to a maximum of five.
According to Hubspot, studies have shown that fewer form fields repeatedly result in more conversions.
Optimize for mobile
Data published in July 2021 showed 98.5% of Facebook’s audience aged 18 and above accessed the platform through their mobile devices.
Given their dominance, prioritizing their experiences is critical, which means optimizing your landing page for mobile. In fact, it’s smart to ensure it looks good and loads quickly on any device.
Include relevant images
According to Google, 50% of online consumers say images influence their purchase decisions.
Because a large chunk of shoppers rely on pictures, you should incorporate relevant ones that help explain your offer and engage visitors.
They should also convey your message clearly so you can better resonate with your audience.
Add trust indicators
Leverage trust indicators such as customer reviews, testimonials, or security badges to build credibility with your visitors.
Since 93% of consumers rely on these materials to make a buying decision, featuring trust indicators can significantly increase the likelihood of conversions.
Test and optimize
Regularly check your landing page’s performance.
Look at conversion rates and other key metrics for everyone who clicked on your Facebook ad. Determine what needs improvement and make the appropriate changes.
Try A/B testing as well.
This displays unique versions of your landing page to different audiences, experimenting with various headlines, CTAs, colors, images, and other elements to see what earns the best results.
Even just a 1% boost in conversion rates could mean the difference between tens versus hundreds of leads.
Regularly update your landing page
Consistently updating your landing page with new information, offers, or promotions keeps it fresh and relevant.
Review its content periodically and introduce changes that align with your evolving campaign goals and audience preferences.
Guarantee security and privacy
A surveyed 63% of consumers believe it’s a company’s responsibility to protect their data, while 81% say they’d cease all online engagements with a brand after a data breach.
To avoid that disaster and maintain buyer trust, make sure to protect their privacy by:
- Collecting only necessary information
- Deleting their data once your objectives are met
- Limiting data access to essential staff
8 Facebook landing page examples
To inspire your creativity, here are some examples of brands that built effective landing pages on the social media platform.
1. Hook-Eze
Hook-Eze sells a tool that takes the hassle out of tying knots on fishing hooks.
Their ad starts by outlining the product’s benefits, then leads visitors to a landing page that offers a seamless path to a quick purchase.
Here’s what makes the page so great:
- Its content aligns with the Facebook ad.
- The headline is short but clearly communicates the value of Hook-Eze’s product.
- A short video immediately shows how the product works.
- The CTA uses action-oriented language and a contrasting color for better visibility.
- A relevant offer follows the CTA, involving free shipping within the US.
2. Revivogen
Revivogen provides hair loss prevention and scalp therapy products.
Their Facebook ad presents a tempting discount and strong claims, which the ensuing landing page backs up.
The page’s headline clearly communicates Revivogen’s value proposition: helping men fight thinning hair.
The brand’s before and after images show proven results, and a prominent, action-oriented CTA lets visitors quickly order their products.
Scrolling down further, visitors are greeted with social proof and a customer testimonial to drive home Revivogen’s value and credibility.
3. Waterlust
The environmentally responsible clothing brand Waterlust builds their offering on a foundation of marine conservation.
They guide visitors using a Facebook ad that summarizes the landing page’s content:
The landing page itself showcases the brand’s Bikini Bottom Collection through high-quality images and a well-crafted headline about Waterlust’s environmental advocacy.
The copy then explains where a portion of the purchase proceeds go, as well as the collection’s inspiration.
A seamless shopping experience follows, with shoppers able to add items to their cart and proceed to checkout quickly.
4. Pedal Commander
Pedal Commander manufactures a throttle response controller that removes acceleration lag from car enthusiasts’ gas pedals.
Their ad is straightforward, highlighting the product’s primary benefit in a single sentence.
It directs people to a company-aligned Facebook landing page that does the same, communicating Pedal Commander’s value proposition in just six words.
The company also employs eye-grabbing media, and the page’s Reviews widget at the right takes them to testimonials from satisfied customers.
Meanwhile, clicking on Select Your Vehicle Here! lets shoppers easily select their car make and model. After doing so, they’re taken to the throttle response controller for their exact vehicle, yielding a smoother experience.
5. Mission Meats
Mission Meats makes healthy, grass-fed beef snacks and uses Facebook to advertise their promo, wherein shoppers can receive 10 beef sticks for free and only have to pay for shipping and handling.
The ad then redirects to a landing page, where a straightforward headline and copy outlines the promo and included snack flavors.
An image of the offer appears front and center, and its CTA compels shoppers to take advantage of the enticing opportunity.
Mission Meats also presents a carousel of social proof to seal the deal.
6. Barebones Living
Barebones Living, an outdoor brand deeply involved in philanthropic work, introduces their Neelum Bag collection via a simple ad.
Visitors are then directed to their Facebook landing page, which excels at accomplishing the following:
- Presenting the Neelum Bag’s value through simple headlines and copy
- Displaying high-quality product images and GIFs and showing the product in use
- Offering a smooth buying experience, allowing visitors to add items to their carts directly from the landing page
The content perfectly matches the preceding ad as well.
7. Bio Bidet by Bemis
Bio Bidet By Bemis aims to provide clean, comfortable, and eco-friendly bathroom experiences.
The ad for their Earth Day sale introduces visitors to the environmental impact of toilet paper, then moves them to a landing page.
The content perfectly matches the ad, with a focus on celebrating Earth Day by contributing to sustainability.
The page design is sleek and simple, allowing the page to load quickly.
Relevant copy highlights how much shoppers can save, and CTA buttons placed below feature action-oriented messaging as well.
8. Waggly Club
Waggly Club creates subscription boxes containing all-natural snacks and high-quality toys for dog lovers.
Their ad offers shoppers the chance to claim a free dog bed, then takes them to a page containing more information.
The brand’s Facebook landing page employs a vibrant color scheme and bright images, as well as a straightforward headline and copy that conveys their subscription’s value.
The offer is also on full display, and the Find Your Box CTA guides people through a quiz that allows Waggly Club to tailor pet beds and subscription boxes to each shopper, making their visit satisfyingly convenient.
Facebook landing page FAQs
To cap things off, let’s go over answers to some of the most common questions you may still have.
How do I create a Facebook landing page for free?
An easy, no-cost way for you to make a Facebook landing page is to adopt a landing page builder. Many options are available, but only some offer free plans that let you use their most basic features.
Shogun, for instance, gives you free access to their drag-and-drop page builder, along with necessities like templates, SEO controls, and other useful elements.
Do Facebook ads need a landing page?
Yes, a landing page for your Facebook ad is non-negotiable. Without one, those who click on your ad will typically be directed to your homepage or another unspecific page, which breaks up the seamless conversion path.
What are Facebook’s rules for landing pages?
Facebook has strict advertising standards, but the common mistakes that typically result in a rejected ad are:
1. The inclusion of prohibited, restricted, misleading, or inappropriate content
2. Using elements that prevent visitors from easily navigating away
3. A page that functions poorly or doesn’t work at all
How do I analyze the performance of my Facebook landing page?
Facebook provides Meta Pixel, their built-in analytics tool, to measure the performance of your landing page.
You can incorporate a third-party tool like Google Analytics for more in-depth metrics as well.
What’s the difference between landing page and link clicks on Facebook?
Link clicks are simply when people click a link in your Facebook ad.
Landing page clicks, meanwhile, log the number of times people land on your ad’s destination URL, then allow it to load completely after clicking a link.
Landing page clicks are the more relevant metric, since they reveal how many people clicked through to your landing page.
How much does a Facebook landing page view cost?
Various factors impact the cost of a Facebook landing page view, including targeting, bidding strategy, and competition.
However, you can expect it to cost you an average of $0.50–$3, depending on your campaign.
How do I link a landing page to a Facebook post?
You can link a landing page by simply copying and pasting its URL into your Facebook post’s text.
Open a smoother path to conversion with a Facebook landing page
A Facebook landing page is a crucial element of your ad campaign’s success.
It may seem like a time-consuming undertaking, but the steps and tips outlined in this article will give you a head start.
Let the included examples serve as inspiration to get your creativity flowing.
Once you’ve built an amazing Facebook landing page, remember to monitor and optimize it regularly for the best results.
Adding this seemingly innocuous element will be a game-changer for your ad campaigns on the platform.
#cta-visual-pb#<cta-title>Build your best landing pages<cta-title>Bring your Facebook ad conversions home with Shogun Page Builder.Start building for free
Rachel Go
Rachel is a remote marketing manager with a background in building scalable content engines. She creates content that wins customers for B2B ecommerce companies like MyFBAPrep, Shogun, and more. In the past, she has scaled organic acquisition efforts for companies like Deliverr and Skubana.
