How to Create a High-Converting Facebook Landing Page

How to Create a Facebook Landing Page

Last updated on September 12, 2016 by Ted Vrountas in Facebook Advertising
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If you’re not watching TV or a movie, odds are you’re on Facebook.

The social network now claims nearly one hour per day of its record 1.65 billion monthly active users use its app, Instagram, and messenger platforms. That’s more time than almost every other leisure activity.

Combined with new, more interactive advertising tech like Canvas and mobile lead ads, that fact makes Facebook a must-use for businesses of all sizes.

However, the introduction of all these flashy new tools is no reason to ignore older, proven ways of engaging audiences.

One of those ways, Facebook landing pages, are still effective today, and widely used by many of the world’s biggest brands.

What is a Facebook landing page?

A Facebook landing page performs the same function as every other landing page: it drives visitor action. It compels fans to donate, or buy, or sign up for a newsletter, with one major difference. A Facebook landing page is published to a custom tab within your Facebook page, not as a standalone web property.

Here’s an example from Moz:

This picture shows how Moz uses a Facebook landing page to generate leads and sales.

Why you’d want to use a Facebook landing page

Driving traffic to your Facebook page is like driving traffic to your homepage: it’s just a bad idea and here’s why…

When users reach your main Facebook page, they’re met with all these buttons and posts and reviews. It’s overwhelming. Your main Facebook page serves as a great jumping-off point to other parts of your page, but when it comes to getting fans to convert, there are far too many distractions on it.

On a Facebook landing page, however, there are far fewer distractions. There are still some unavoidable ones, like chat on the right sidebar and navigation tabs above, but far fewer nonetheless. That means a higher chance to drive conversions.

Facebook landing page examples

Let’s quickly go through some good, and less-than-great examples of Facebook landing pages to help you figure out how to create yours.


This picture shows marketers how MailChimp uses a Facebook landing page to generate leads and sales.

What they did well:

  • The logo here is a good lesson in branding, reminding people that they’re on a MailChimp landing page while making the company more recognizable.
  • The CTA button color is bright, making it stand out from the white background.
  • The super-short form only asks prospects for their email address — which is both valuable to you, and readily given up by your visitors. In most cases, the less you ask for, the better chance you have at converting people.
  • The CTA button actually looks like a button. You’d be surprised at how many don't’.

What could be improved:

  • The vague language in the copy doesn’t present much of a benefit to the visitor. What does periodic mean? How often am I going to get these emails? What will best practices help me do? “Much more?” What’s much more?
  • The CTA button copy could be more convincing. Why should I press the button? What will I get out of it? Even something as simple as “Make Me A Better Email Marketer” would be better.
  • There’s no headline here. Don’t miss out on an opportunity to draw you readers’ eyes to your USP.


This picture shows marketers how Groupon uses a Facebook landing page to generate leads and grow its email list.

What they did well:

  • The logo identifies this Facebook landing page as belonging to Groupon.
  • The images demonstrate to visitors that they can personalize their gift cards.

What could be improved:

  • The headline, while conveying a benefit, doesn’t highlight the correct USP. Think about it: Why have people visited this landing page? Because they’re interested in giving a gift to someone.

Do you think they’re more concerned with giving a good gift, or how easy it will be to give it?

Probably the first.

If that’s the case, the headline should read something more like “Give The Gift You Can’t Go Wrong With,” or “We’ve Got Something For Everyone.”

  • The copy, while quickly conveying the benefit of simplicity to the visitor, like the headline, it doesn’t highlight the correct USP. The best part about giving a gift card isn’t that it’s simple, it’s that it’s personalized. Instead, the copy should probably highlight the variety of gifts you can get with Groupon.
  • The CTA button color has already been used on this page, making it less attention-grabbing.

PR Daily

This picture shows marketers how PR Daily uses a Facebook landing page to grow its email list and generate leads.

What they did well:

  • The ultra-short form only asks for email.
  • The name “PR Daily” in the copy associates this brand with the landing page.

What could be improved:

  • This image, along with the copy and form, is crammed into the corner of the page.
  • The copy fails to create a visual hierarchy. Why is “NEWS FEED” capitalized? Why is “PR Daily” bolded? These are two things you shouldn’t be drawing attention to.
  • The form field here intrudes into the image.
  • The CTA button color doesn’t stand out at all.
    The CTA button copy could be much more compelling.

NBC Olympics

This picture shows marketers how NBC uses a Facebook landing page to grow its email list and generate leads.

What they did well:

  • A sub-headline emphasizes that the offer is simple and free.
  • The copy highlights the benefits of subscribing to the newsletter.
  • The NBC Sports logo aligns this page with the brand.

What could be improved:

  • The headline, which is hogging the most valuable real estate on this page, doesn’t convey a benefit.
  • The several form fields ask for some peculiar information. Why do you want to know my Twitter handle? Even though these aren’t required, they can intimidate a prospect into abandoning the page. Only ask for what you need.
  • The CTA button (color and size) doesn’t draw my attention. Does it draw yours?
  • The CTA button copy could be much more compelling. “Submit” is about as cookie-cutter as it gets.


This picture shows marketers how GetResponse uses a Facebook landing page to generate leads and increase engagement.

What they did right:

  • The copy underneath each of these icons convey each and every benefit of subscribing to email updates.
  • The call-to-action conveys a benefit, and it’s written in first person. Well done!
  • The text beneath the CTA button makes prospects more comfortable with converting by letting them know they can unsubscribe at any time.

What could be improved:

  • The headline, which is the biggest, boldest text on this page by far, doesn’t convey a benefit.
  • The CTA button color has already been used in an icon on this page, and in the headline, making it much less attention-grabbing.

Now that we’ve seen some examples, how can you make your own page and publish it to Facebook?

How to create a Facebook landing page

Step 1: Choose the kind of landing page you want to create

Do you want to start completely fresh with one of our templates, upload an already created Instapage file, or scan an existing page?

This picture shows marketers the three options to creating a landing page in Instapage.

Let’s say you’ve picked the most common option, “Pick a Template.”

Step 2: Pick a Facebook landing page template

Choose from six types of templates:

  • Lead gen template
  • 2-step lead gen template
  • Click Through template
  • Webinar template
  • Mobile app template
  • “Thank you” page template

This picture shows marketers the available templates in Instapage when creating a Facebook landing page.

Once you’ve decided on a template for your Facebook landing page, simply click it, and begin customizing.

Step 3: Customize your landing page

Learn about how to change page colors, drag elements, and click to edit any text by checking out this blog post. Then, create an anatomically correct Facebook landing page by adding:

  • A headline that conveys your unique selling proposition: What will your product or service provide visitors? What’s in it for them?
  • Engaging media to grab user attention: Show prospects how your product or service will transform them with a hero image, or teach them how it works with a short video.
  • Bulleted, benefit-oriented copy to quickly explain your offer: Your prospects want you to get to the point, so explain the benefits of your offer using bulleted lists and short paragraphs.
  • Testimonials that boost trust: Who has used your product? What great things do they have to say about it? Get quotes, full names, positions, and company names if they’re relevant. The more personal information you have, the more trustworthy your testimonials become.
  • Social proof to showcase your popularity: Use authority badges to prove you’re an expert in your field, and counters to show how many people use your product.
  • A compelling call-to-action to drive them to click: Don’t settle for “Submit” or “Download” or “Get started.” Use something unique, action-oriented, and write it in the first person. Instead of “Register For Your Copywriting Course” use “Transform Me Into A Skilled Copywriter.”
  • Contact information in case your prospects need to reach you: What’s your company email? How about your phone number? Is it click-to-call?
  • A minimalist footer that won’t distract your visitors: Your terms & conditions and copyright information should be the only things you put here.

Step 4: Make sure mobile is enabled

Once you’ve finished editing your Facebook landing page, mouse over the button in the upper-left that reads “Mobile.” You should see a drop-down appear that either says “Mobile Enabled” or “Mobile Disabled.” If it’s enabled, you’re fine. If it’s not, make sure you click to enable.

This is important. We’ve found that the mobile version of your landing page will look best within your Facebook tab. That means if you don’t have the mobile version of your landing page enabled, you won’t be able to publish to Facebook.

Step 5: Publish

Now that you’re done editing and you’ve enabled the mobile version of your page, scroll to the upper-right hand corner of the page and click the blue “Publish” button.

Then, you should see a box that will ask you where you want to publish it:

This picture shows marketers how to publish a Facebook landing page using their software.

Click “Facebook.”

Step 6: Select the page you want to add your Facebook landing page to

Now a box should appear in which you’ll see a drop-down. From that drop-down, pick the page you want to add your Facebook landing page to, then hit “Add Page Tab.”

Step 7: Use your custom URL to promote your Facebook landing page

After you’ve selected which Facebook page to publish your landing page to, you’ll be given a URL that you can use to drive people to it. It will appear in a pop-up box, like this one:

This picture shows marketers how Facebook landing pages look after being created in Instapage.

Step 8: Edit the custom tab of your Facebook landing page

Now, this part is important. In this brief video, we explain how to position your Facebook landing page prominently so that your fans can see it:

It’s that easy!

Facebook landing pages are a valuable tool for helping you move fans further down your marketing funnel to turn them into customers. Create your own in just 8 easy steps with one of Instapage’s 100+ expert marketing templates.

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