Landing page optimization for Facebook ads is the process of creating well-designed pages for Facebook ads and optimizing each element on the page in order to maximize conversions. In a nutshell, when your landing pages follow best practices, more of your clicks will lead to conversions. That’s what ads are all about!
But what exactly do you need for your landing page to be effective?
• A strong headline that is relevant to the copy of your ads and compels the visitor to stay with you.
• Clean, attractive design that looks trustworthy and professional and is consistent with your brand and the ad that they saw.
• Concise, convincing copy that communicates the value of what you’re offering.
• A user-friendly landing page form that doesn’t scare users away.
• An eye-catching, clickable button with a clear call to action.
If you drop the ball on any of these elements, you could end up paying for a lot of clicks that never turn into high-quality leads.
Unfortunately, optimizing your landing pages can be time-consuming and resource-hungry. To do the job right, you typically need a graphic designer, a developer, and other IT resources, plus a hosting environment. There are so many potential bottlenecks that many advertisers end up sending traffic to their home page – a huge no-no for conversion rate optimization!
Why is that? Easy. Because your homepage is not designed strictly for conversion. It is designed to give a surface-level glance at what it is your company does. If they’ve already clicked your ad, don’t waste any more of their time. They need the relevant information and a quick way for them to reach out to you.
So we know you shouldn’t be using your homepage instead of a landing page, but what about service pages? They are much more specific so I should definitely be able to use that instead, right?
A service page is absolutely better than your homepage, but it still does not live up to the caliber of a purely dedicated landing page. A service page is likely going to have too much information, and it is not designed in a way to encourage conversions. Does that mean you don’t get conversions on service pages? Not at all. But you’ll notice a considerable decrease in conversions. Additionally, you want as few places for the visitor to go to after clicking your ad.
A landing page has all the information the visitor needs and cannot go to any other page on your site to get distracted. Once they are on the landing page, there are only 2 things they can do: convert or leave.
As we said before, optimizing, and even creating, a landing page can be time-consuming and resource-hungry. But in our opinion, it’s very much worth the time and resources. If you need help with your own landing pages or are on the fence about starting Facebook ads, you can always reach out to us for a free consultation.