The perfect partner for any Facebook ad campaign is a landing page – the place where you direct your traffic and the end of the path that starts with your call to action on the ad.  The landing page is the place where you get the person to take the specific action you desire, be it make a purchase, sign up for email updates, download an ebook, donate to your cause, sign up for volunteering etc.  But what should a landing page contain to work effectivly?

What are landing pages?

A landing page is one of the simplest pages on your website and also one of the most crucial.  It is there to drive the visitor to take your one specific action, as mentioned above. There are five central elements to every good landing page as well as a number of secondary elements that back up these.

The first is your Unique Selling Proposition or USP – to create this you can use a main headline and a supporting headline, a reinforcement statement and a closing argument.  The central image on the landing page is also very important and is often called the hero shot (8), it can also be a video.

You should also include the benefits of what you are offering, with a bullet point list being a popular choice.  Social proof always helps back up the credibility of what you are offering, such as customer reviews or feedback and then there is the most important part – the Call to Action (6) .


Qualities of an effective landing page

One of the qualities of a landing page is that it should grab the visitor’s attention – you don’t want them scrolling past it or ignoring it.  It is the place you want them to be and it should call out to them immediately.

One of the best ways to do this is to focus on what your USP gives the customer, not what the business is or does.  Tell them why the offer would benefit them, why it would be a good thing for them or their own business.  Don’t be gentle about it – be direct.

The focus of the page is always the Call To Action or CTA and everything on the page should direct the visitor’s attention to it.  Don’t have multiple options for visitors to have to choose from as they may simply opt for none.  Use a verb that tells them what to do such as ‘sign up’ ‘download now’ or ‘buy now’.

  • #1. An Effective Landing Page Grabs Visitors Attention
    Talk about what every visitor cares most about – herself and her problems. What will the visitor get from you and how will that benefit them?
  • #2. An Effective Landing Page Calls the Visitor to Perform an Action
    “Call to action”, or CTA, is a key element of the landing page. An effective landing page serves one clear objective to get the visitor to perform a desired action (e.g. sign up, leave their contact info, download, request a demo etc).
  • #3. An Effective Landing Page Builds Trust and Credibility
    One great way to build trust is using testimonials, press reviews or displaying logos of trusted companies or brands that you’ve worked with.
  • #4. An Effective Landing Page Gives Some to Get Some
    Landing pages are often built to convert visitors into leads. Often by calling visitors to subscribe to a newsletter, download an Ebook or demo.
  • #5. An Effective Landing Page Provides Convincing Information You Need to Make a Decision
    Landing pages are sometimes sales pages, meant to convert a lead into a paying customer.

Here are some tactics you can employ to make your sales pages more effective.

  • Point out everything you are getting for the price – right next to the CTA
  • Make it a great deal – by throwing in extras, rebates, etc
  • Create a sense of urgency (e.g. for limited time only, limited number available…)



A landing page should also start building trust between you and your visitor, letting them know you aren’t one of those unreliable internet companies we all hear about.  Testimonials and customer feedback are a great way of doing this as are other forms of social proof, such as ‘as seen in…’ but ensure they actually were or you will break the trust if the customer checks it out.

Finally, you can give the customer something in return for doing what you want them to.  This might be a special discount code, an exclusive early release of a product or a free e-book.  Whatever it is, it is a way of thanking them for completing the purpose of the landing page and can be used in your Facebook ad to draw them there in the first place.



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