Facebook ads are great for driving traffic, but is all that traffic going to the right place?
To maximize your ads’ impact, consider sending your traffic to a landing page, which is a separate website from your main company one that’s designed specifically to convert visitors into leads.
Curious to learn more?
Let’s dive into some frequent questions about creating high-converting landing pages, along with some best practices!
First, Which Facebook Ads Should Push Traffic to a Landing Page?
In general, dedicated landing pages are used to capture potential leads who may become customers at some point. So, consider your goal with your Facebook ads when debating whether to create a landing page. Are you looking to build an email list, and therefore asking for an email address? Are you looking for visitors to opt-in to a free consultation, or a free downloadable guide? A landing page is optimal in all these cases!
On What Platform Do You Build Landing Pages?
You’re ready to create landing pages for your product, service, or company, but what landing page builder should you use to build them, WordPress or Unbounce? While WordPress is often the default selection for landing pages. That said, Unbounce has become a quick favorite in the industry. Learn more about which publishing platform might work best for you in WordPress vs Unbounce: What’s Best for Landing Pages?
Now that you’ve chosen your platform, creating a good landing page requires some careful planning. Here are some best practices to ensure landing page optimization!
Know What Type of Traffic You Want to Attract
Before you begin designing your landing page, make sure you understand your campaign objective and your ideal customers. Who is your target audience? Are you trying to reach local businesses or national chains? Are you targeting consumers who are interested in buying products like yours? Knowing your audience will help you design a better landing page!
Include Clear Calls to Action (CTA)
A landing page should be designed to convert visitors into leads, so the goal of any landing page is to capture contact information from potential customers. That’s where CTAs are so important; they help users understand what they’re supposed to do next. If you don’t provide them with a clear direction, then they may leave your website.
Include Keywords
Keywords are words or phrases that describe your product or service, and they’re used to target specific audiences within Facebook’s advertising platform. Including keywords in your landing page content increases the likelihood that your ad will be shown to the right audience.
Use a free tool like Google’s Keyword Planner to enter your own keywords to see how well they will perform in searches, and research other things like average monthly search volume for a specific period, or search volume trends for a single keyword or group of keywords over time.
Don’t Skip on Visual Design
Landing pages are meant to draw attention, so, when designing your landing page, focus on visual elements. Images and videos are great tools for promoting your page; they increase engagement and make it easier for users to understand what you’re trying to communicate. Using consistent fonts, color schemes, and sizes ensures that all elements of your landing page look similar.
Offer Opportunities for Users to Engage
Offering interactive elements such as quizzes or surveys is a great way to boost landing page optimization (LPO) in a way that truly stands apart from your competitors. Learn more in our article How Quizzes Can Boost Your Landing Page Conversion Rate
Test Different Headlines
Your headline is the first thing that visitors read when viewing your landing page, and they play a big part in determining whether a visitor sticks around. So, test out different headlines and descriptions until you find something that converts well!
Use a Conversion Tracking Tool
Conversion tracking tools allow you to click-throughs, qualified leads, landing page views, and qualified leads. They also provide information about the demographics of your visitors so you can refine your targeting.
Add Social Proof
Social proof is a term used to describe the idea that people tend to trust others who share similar opinions and behaviors. Adding social proof to your landing page will help convince visitors that your product or service is worth purchasing.
Spend Time on Your Copy
Effective landing page copy is a huge component of your overall success; check out our blog on 15 Landing Page Copywriting Tips to Boost Your Rates and Results.
Landing pages are a great way to generate leads and increase conversions, but only if they are optimized to their fullest potential.
Consider these nine best practices before creating your next landing page for your advertising campaign!
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