Landing Pages 101
Before I get into what to include on a landing page I want to remind you that a landing page is a place where you’re sending your Facebook Ad traffic. This can be (and I recommend) a stand-alone page that is free from navigation bars, social icons, lots of buttons and links, etc. This is why I generally recommend that clients use a program like Lead Pages to create their landing pages. Lead Pages is a great starter program that is reasonably priced. They have several ‘drag and drop’ features that make it easy to design a clean landing page. The alternative, if cost is a factor, is to create a landing page on your website. If you do this, I recommend that you make this page a ‘hidden’ page so that it is distraction free and no headers/footers/nav bars appear. Our attention span is short these days so if we start to see lots of ‘shiny objects’ like navigation bars, buttons, links and social icons we might not get the user to actually opt into what they’re there for in the first place!
Lead Pages isn’t the only program you can use to create a landing page. There are many other sites like:
· Click Funnels
· Optimize Press
· New Kajabi
I recommend Lead Pages because it’s just so simple and their support is great. It’s a great starter program for those new to landing pages (and online marketing In general). I encourage baby steps if you’re new. You can always upgrade to a more robust program as you get more comfortable with online marketing.
So, now that we understand WHAT a landing page is and where to create it, let’s talk about what to include ON the landing page.
Remember, Facebook looks at your landing page to ensure you are following policies as much as it looks at your ads. Here are some tips:
Headline: You want your headline to be very similar (if not the same) as your headline on your ad. When they click on your ad they’ll be sent to the landing page and you want them to know they are in the right place when they land there. If your ad headline talks about your Free Productivity Guide, make sure your landing pages says “Free Download: Productivity Guide” (or something similar)
Benefits: You’ll want to make sure you explain the BENEFITS they’ll get if they download your product. Not WHAT they’re getting (i.e. a productivity guide). What is that productivity guide going to do for them? Will it give them more free time? Have more energy in their day? Make them feel more confident and in control? Think "Benefits" but don’t make crazy outrageous claims. Facebook doesn’t like that. Don’t talk about “Living a laptop life at the beach while raking in the dough”. That’s considered a “False Claim” and is against Facebooks ad policies.
Also, I often like to see a landing page with benefits listed in bullet points (not one gigantic paragraph) Bullets are easier on the eyes. So, think of 3-4 benefits and list them on the landing page.
If you have a landing page that is a webinar registration page (and you will be offering a course at the end of the webinar, do put a disclaimer at the bottom of the webinar registration page that says there will be a pitch at the end of the webinar (see below example) and that 'results my vary.'
“Reserve your spot for this free training and if you enjoyed it and want to learn more you’ll be invited to see how this training can work for you. Do note that results may vary."
Image: I like to put an image of the actual download on my landing page or use the same image from inside the ad. A mock up of the download gives the user an idea of what it is they are going to be downloading and it seems more ‘real’ to them. You can use something like placeit.net or canva.com to make a mock up of your PDF download. Here’s an example of mine.
Non Functioning Landing Pages: Facebook also requires you to have a way for the user to opt OUT of the landing page. In policy #15, it states that “Ads may not direct people to a ‘non-functioning" Landing Page which includes landing page content that interferes with a person’s ability to navigate away from the page.”
Button: Button colors and text can vary. Generally, many people use their branding colors on their button so everything aligns, but others have had success with yellow as a button color (even if that isn’t part of your brand). I suggest you test them out.
Button text will also vary. Here are some button copy suggestions:
· Download Now
· Free Download
· Yes, I want the ___________
· Heck YEAH I want the guide
· Yes, please send me the download
· Gimme the guide
The key is to be fun and light. Be creative. Be you.
Important Content “Above the Fold”: Remember newspapers? Yeah, those paper things we got delivered to our driveways every day? Remember how it folded in half and all the juicy headlines were at the top? Well, think of your landing page the same way. You want the important pieces to be ‘above the fold.’ If someone has to scroll for decades to get to the opt in button, chances are good they won’t opt in. Keep the important pieces (headline, bit of text and button) above the fold. If you have a lot of content to include put that beneath these pieces.
What not to do:
Instant Access: Do not mention ‘instant access’ if they are not getting instant access. If someone has to give you their name and email that’s not giving them instant access. This is a big red flag and Facebook will disapprove the ad.
Clutter: With landing pages, less is more. Keep it short, sweet, and to the point. The only thing you want them to do when they get to the landing page is to opt in. If they are distracted by tons of text or links, buttons, etc you won’t get the opt in.
Make sure you check to see if your landing page is mobile friendly. Another great thing about lead pages is that with just a click of the button it will show me what my landing page will look like on mobile, desktop and tablet.
As always, keep up with Facebook Ad Policies. They change frequently (and have recently changed) and they don’t notify users. You can find them here.
Disclosure: If you do use the link above to sign up for Lead Pages I do get a small commission as I am an affliate of Lead Pages.