A great Facebook landing page should turn visitors into subscribers, engage people, and encourage them to explore your products and services further.
So what makes a successful Facebook landing page? Here are a few tips taken from our How to Create Amazing Facebook Pages guide...
The landing page should be relevant to the ad
If you have used an ad, online or offline, to attract visitors to your Facebook page, you should provide continuity, just as you would with PPC ads.
The content on the landing page should be relevant to the ad content, so if you have lured vistors with a special offer, this should be visible when they arrive at the page, while images used in ads should be repeated on Facebook.
Create a custom landing page
The default landing page for your Facebook visitors is the wall. The problem with this is that, if it isn't moderated frequently, or visitors arrive at a 'bad time' they may find lots of spam or negative comments, which isn't a great first impression.
This is why a dedicated landing page is a better idea, such as this from Mercedes:
You can set your custom landing page by going to 'edit page' then 'edit wall settings'. Then simply change the default landing page to a new welcome page.
Add a clear call to action
Make it obvious what you want users to do when they arrive at your page. Red Bull certainly does this with its page:
Offer incentives
If you want to get people to Like your Facebook page, and become more familiar with your products and services, a strong incentive can help achieve this.
Something like a discount offer can get them to become a fan, but will also edge them towards buying your product or service. In our recent survey, 70% of consumers said they followed brands on Facebook for special offers.
This is a tactic we use on our Facebook page:
Use images
Images are a great way to showcase your products or brand, and are appealing to first time visitors. If you make great looking cars or clothes, why not stick a few images on your landing page to appeal to visitors?
It doesn't just have to be great looking products though, the use of images can liven up what may have been a boring page otherwise.
Gary Vaynerchuk's landing page is a great example of this. It gets across the facts about the man, plugs his various books and sites, and is also a lot of fun:
Keep it up to date
If customers see outdated content or promotions when they visit your landing page, then it makes you look lazy, and will not incentivise people to explore further.
If people arrive, take a look at the wall, and find it hasn't been updated for months, they'll head elsewhere...
Provide interesting content
Once you've attracted visitors to your Facebook page, you have to give them a reason to stick around.
Also, the more content you post on your page, the more you will appear in a fan's news feed, which increases your exposure to their connections on the site. This can be done by regularly adding new videos, photos, competitions, news and more.
Red Bull, which has an impressive 16.5m Facebook fans, has plenty of content, including videos, games and photos, to make its page 'stickier' for visitors:
Reader comments (37)
12:29PM on 1st April 2011
You should also check Depeche mode's last facebook fan page.
'Like' button allows you to listen to their last remixed track (pretty efficient)!
http://www.facebook.com/depechemode?sk=app_178091127385
3:00PM on 1st April 2011
These are all great examples of really creative and engaging Facebook pages. Social media marketing is about connecting with consumers, and people want to connect with a brand that has personality and a little pizazz. Your Facebook landing page is a great place for branding and consumer engagement. Don't let it fall flat.
12:41AM on 2nd April 2011
Great work!
11:30AM on 2nd April 2011
Reading how to change your page was quite easy. I had a difficult time trying to find the "edit page" option. I got there eventually and I am now working on my new page. Thanks for the insite.
2:04PM on 2nd April 2011
I love this idea, but I can not find the edit wall setting choice or anything to do with a default landing page - help!
2:12PM on 2nd April 2011
I am not really good in making Facebook fan pages but because of this post, you gave me an idea on how to create one. This is very helpful for me and my business.
11:00PM on 2nd April 2011
Econsultancy offers really great content, always being of help. I made a facebook page with a wellcome page, but the http did not work out. - And then I think that it depends on several factors if you make your welcome page/landing page the first a visitors sees or if you leave the wall.
12:09PM on 4th April 2011
Great ideas - love the Mercedes fan page.
2:02PM on 4th April 2011
I think there is a strong trend to make all of these pages 'image led' which automatically means working closely with graphic designers to create something visually engaging.
It's worth taking a look at American marketer called Ryan Deiss on Facebook. (http://www.facebook.com/ryandeiss) His page is basically a large banner ad for a video sales letter information product.
If you go and have a look at his Who is Ryan? link you will see the design is v. similar in approach to Gary Vaynerchuk's - using graphics to tell a story.
Help! I'm now inadvertently promoting someone who has over 10,800 Likes...
Great post.
10:30PM on 4th April 2011
Great article. With a Welcome/landing Page, 47% of people will “like” your page. Without a Welcome Page where they just come to your wall, just 23% of people will like your page. Help tip that has helped improve the quality of our eCommerce clients' Facebook pages.
9:40AM on 5th April 2011
Yeah definitely great example here! redbull page is awesome.
Digital Creative Director at The Walker Agency
12:37PM on 5th April 2011
We have just referenced two of these examples and all of these fundamental elements to get signoff from a few clients for FB creative work. It's all very much common sense, but I am never surprised at how many organisations still need the hard sell and 'look what the competition are doing' to take the plunge!
Keep it relevant, focused and explain the action/payoff.
12:43PM on 5th April 2011
I can't find the 'edit wall settings' or 'default landing pages' either?? Can someone point us in the right direction please.
1:23PM on 5th April 2011
don't forget that facebook users can usually sus out half hearted attempts to engage - if you want to do it you have to make time and really do it. also be aware that a landing page isn't for everyone - some people still feel it looks a bit "corporate" so know your target market and be sure you're doing what they like, not what you like.
1:27PM on 5th April 2011
@ Joni and Howard -
To set your default page, go to your page, click into 'edit page'. Make sure you are on the 'manage permissions' option.
You should have a bunch of options that you can set such as page visibility, age and country restrictions etc. Towards the middle of the page you should see the option 'default landing tab' it is a drop down box and you can select your default tab from the list in the drop down. Remember to click 'save changes'
Digital Creative Director at The Walker Agency
1:29PM on 5th April 2011
Couldn't agree more Chris.
Not every business needs an FB presence and if you do decide to do it make the offer to visitors 'transparent'. They are savvy enough to know they're being marketed to so things like incentives really help!
1:41PM on 5th April 2011
@howard and @marie - you can change the default landing page as follows:
log into you fan page and you will see a small box in the top right handcorner saying 'edit page' click on that and you can change your default landing page. It's easy to miss if you don't know where to look :)
Some great tips here some of which I hope to implement, but I wonder why a brand wouldn't be monitoring it's wall for comments especially as you can get them fed into email and I'm sure you could do some fancy dan alerting on content/negative comments if you had a brands purse strings?
1:46PM on 5th April 2011
Also, I'm sure if you make your incentives or 'special offers' short lived, but have more of them, users will hopefully return to your page more often and ideally 'like' you even more!
Team Head at COI
3:00PM on 5th April 2011
Wow, possibly the most patronising tips in the history of tips. Most of these are housekeeping/basic at best! Certainly not 7 killer tips!
4:22PM on 5th April 2011
Might be patronizing to some but for those of us new to digital marketing they are really helpful. Always good to look at both sides.
7:27AM on 6th April 2011
Really like the Mercedes page. I especially like the way they have integrated Facebook branding (blue buttons etc) within their own creative making the user feel at home in their little Facebook world! It's commonly said that when users are "doing" Facebook they don't want to leave and have to click through to an external site. Mercedes's clever use of FB branding reinforces the point that the user will stay on FB if they click.
Head of Search at WebPropaganda Ltd
7:51AM on 6th April 2011
The title of this article is as misleading as some of the landing pages growing on FB...the latest we checked was " Communique de presse gratuits" but specifying in the body that each "communique de presse" was 25 euros!
Killer tips? no but thanks...
Editor at Econsultancy
8:33AM on 6th April 2011
@Antoine - the title isn't misleading at all. It doesn't say 'killer tips', they are tips to help create a killer landing page. Some may be basic, but we try to cater for various levels of knowledge.
Also, this seven tips do not constitute everything you need for great Facebook pages - there is a lot more to it than this.
This article contains a sample of the tips from our Facebook Pages Best Practice Guide (http://ecly.co/dTeBTD) which covers these tips and much more in greater detail.
Head of Search at WebPropaganda Ltd
9:21AM on 6th April 2011
@Graham...Agreed...not that misleading after all...you have listed seven tips...and after we all might beg to differ on what is or isn't a "killer" page.
Marketing Director at Koozai
10:24AM on 6th April 2011
Some great fresher tips here that should all be followed.
We have found a tool that helps you build Facebook pages very easily. Do the design in Photoshop and then use the tool to overlay the page with links etc.
http://assemblyline.lujure.com/
In the process of using it but so far so good.
11:08PM on 6th April 2011
I swear I have looked, looked, and LOOKED for the default landing tab...I DO NOT SEE IT!!! I went to the edit page and then to manage permissions. It isn't there..? did they take it off?
Head of Content & PR at Unruly Media/ Viral Video Chart
10:30PM on 7th April 2011
@victoria The default landing tab is on the manage permissions page, second section. Also, Facebook has now changed how you create custom pages. You need to add an iframe app to your page. FB no longer accepts new FBML pages
8:09AM on 12th April 2011
Do you think Google will penalise for incentivising 'Like' Buttons, a bit like paying for links?
3:30PM on 16th April 2011
Yes a great strategy to get people to like a Facebook fanpage is to have the visitor to like the page before getting the goods.
4:29AM on 21st April 2011
A great article...
4:24AM on 4th May 2011
Facebook has become a very important factor in our day to day life and it will be a great platform to use it for business purposes.Thanks for sharing this.
10:43AM on 8th August 2011
Existe una aplicación llamada MITUCAN que sirve para crear una web completa dentro de facebook, de manera TOTALMENTE GRATUITA. Podrás crear una Landing Page para tu Fan Page de facebook con un acabado profesional y 100% editable con gestor de contenidos. Se instala en segundos y es muy sencilla de utilizar. Podeis echarle un vistazo en la web oficial http://www.mitucan.com o buscandola en facebook. Espero os sirva de ayuda. Saludos
10:06PM on 14th August 2011
What are you using to get my name to appear on your Facebook landing page?
5:09PM on 27th August 2011
i have a problem of landing page, i puzzle this is because of i am the administor and have the profile, so even i have set landing page of my fan page, visitors will go to profile wall directly. what can i do then? i just want visitors to go directly to my fan page wall. many thx!
8:14PM on 27th September 2011
I think this is a fantastic idea and I have a landing/welcome page that I would like to use, but even if I select the 'welcome' page as the default it doesn't seem to stick. Am I doing something wrong here?
12:40AM on 9th December 2012
that was really nice idea , since today social network have a huge impact to our business and website.
12:41AM on 9th December 2012
Yea. if you can make more visitor to your facebook page ofcourse your website will get the flow
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