You are a small business with a great idea for a new campaign! You’ve finalized the details of the campaign, have some excellent photos or videos to use, have written your ad copy, have outlined your target audience for the campaign, and have a link to a page on your site to send people to once they click on your ad. And because you’re Facebook ad savvy, you’ve already done a fair bit of testing to know what your best performing audience is, and that they respond better to long form copy and an image with people in it. You set up your ad and budget, submit it, and then wait for the sales to roll in.

But nothing happens.

So, you check your Facebook ad’s performance. You see that you are getting an excellent click-through rate and a great cost per action, but no one seems to be buying once they get to your site.

Of course, there are a few reasons why people might not be buying. One reason could be that you are advertising to a cold audience and while they seem intrigued by your ad copy, image, and offer, they are unfamiliar with you and not ready to buy. Another reason could be that the price of what you are selling is rather steep. There are a lot of businesses that grow their email list for this exact reason: they use Facebook ads to grow their email list and then sell their high ticket items through a nurture sequence via email.

A third reason is that your landing page isn’t doing its job to convert them.

When planning and executing a Facebook ad campaign, know that your Facebook ad is only half of the process. Your Facebook ad catches their attention while they are on Facebook and earns you a click on your ad, but once a Facebook user lands on your website page, the Facebook ad’s job is done, and now it’s up to your landing page to close the deal.

Facebook Ad Landing Page Tips: 7 Things to Know

There’s a true science in developing a strong landing page for your campaign. You obviously need to have strong sales copywriting skills, but in addition to the text on the page, these 7 things are all landing page essentials.

• Mobile-friendly Most Facebook use is mobile. And it’s not unusual to check your Facebook ad report and see over 90% of your ad’s Total Reach be mobile. If your landing page isn’t mobile-friendly, you aren’t providing a great user experience and people are clicking away. Make sure to view your landing page on mobile. Don’t forget to check any opt-in/contact forms, too. If a button or fields are too small, it can make the registration or purchase process too difficult for most people to bother with.
• No external links You worked hard to get a person to your sales page, so let’s keep them there! Don’t be tempted to link to another page or blog post on your site even if it means extra background or credibility on your business or offer. We don’t want to drive people away from what you are selling them.
• No navigation, header, footer, or sidebar For the same reason we don’t use external links on a landing page, we don’t want to include your navigation menu, clickable header, footer, or sidebar. Don’t provide any potential distractions. 
• Your landing page has only 1 goal It can be tempting to want to talk about more than 1 offer on a single landing page, but that gets confusing to your potential customer. Your messaging, call(s) to action, and any media included on the page all need to work toward a single goal. If you want to offer upsells or downsells, you should look into a funnel system like Click Funnels that would allow you to build a series of landing pages that take a visitor on longer journey.
• The copy/offer discussed in your ad copy doesn’t align with the copy on your landing page If you feel like you’ve got most of the rest of this list covered, then take a look at what you are talking about in your ad copy and how you are pitching your offer on your landing page. Do the two align well? Do you need to provide more detail? Is it visually different than your ad (imagery, text, colors, etc.)? Is there anything potentially confusing about the way you are explaining your offer?
• Show your expertise If you want someone to trust you and trust in what you are selling, you need to provide them some information about what makes you so awesome. Include a photo of yourself and a short bio that focuses on your knowledge, experience, and credentials. Pull in a few customer testimonials, too.
• Make it clear what they are receiving, when they’ll receive it, and for what price For example, if you have a free training or someone is buying into a course, make sure to let them know when and how they’ll be able to access the training or course. Is it on demand? Will it be open on a certain date? People want very clear information on the details of what they are getting, when they’ll get it, and what they need to pay you for it before signing up.

Once you work through this checklist, restart your Facebook ad and compare the changes in the results you are seeing now that you’ve made improvements.