First impressions count, so brands should give some thought to how their Facebook page appears to visitors, according to an article by eConsultancy.com Editor Graham Charlton.
Creating a custom landing page ensures that newcomers aren’t distracted or deterred by conversations on your wall, while clear calls to action and carefully judged incentives can help convert first-timers into committed fans.
A great Facebook landing page should turn visitors into subscribers, engage people, and encourage them to explore your products and services further, Charlton says.
So what makes a successful Facebook landing page? Here are seven tips taken from the “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.
Create a custom landing page
Your Wall is Facebook’s default landing page. 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.
Add a clear call to action
Make it obvious what you want users to do when they arrive at your page. Red Bull’s clear call to action has resulted in some 17 million “Likes” …
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 – 70% of consumers say they follow brands on Facebook for special offers.
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.
Keep it up to date
If customers see outdated content or promotions when they visit your landing page, it makes you look lazy – hardly an incentive for people to explore further.
Provide interesting content
Once you’ve attracted visitors to your Facebook page, you have to give them a reason to stick around. 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.