5 Ways To Create Social Media Landing Pages That Convert Leads

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Landing pages are usually the first impression your potential customers will receive of your business.

Once there, it’s up to your landing page to convince users that the website is worth their time and money. Getting your landing page right is fundamental to how well you convert leads into customers.

Imagine spending money, time, and effort on effectively driving traffic to your website, just so your landing page manages to scare off all those leads.

To craft the perfect landing page there are plenty of things you need to keep in mind. Today we’ll be going through everything you need to create the perfect landing page to convert leads into customers.

What is a social media landing page?

A landing page is a webpage that is designed to create a targeted marketing experience for anyone that clicks on it. It usually has some sort of call to action to get a user to either buy a product or subscribe to a subscription

It could even be used to get users to offer their email and sign up for a newsletter.

A social media landing page is the landing page users will end up on after clicking a link on a social media post or ad campaign.

Depending on the purpose of the post, the webpage should be related to it as well.

If you’re marketing a product, the landing page will most likely contain information about the product and how you can purchase it.

If it’s a blog or article, then it will most likely be an informative piece of writing with some other links to funnel the user towards some sort of subscription, product, or service.

Ways To Create Social Media Landing Pages That Convert Leads

An example of a recent social media advertisement I received whilst on Facebook from Shutterstock.

Why do you need a social media landing page?

Social media landing pages have different purposes, but they all have a lot of benefits and should be a top priority.

A good social media landing page can help convert leads to customers (higher conversion rate), grow your email list, or get more exposure for your blogs and informative pieces.

Creating a custom landing page for social media users allows you the freedom to create a customized experience for users who click through that link.

If you have a good grasp of your social media audience’s preferences and expectations, you can create a webpage that will most likely be better at converting leads.

Now let’s take a look at some things you can do to get your social media landing page just right.

5 ways you can improve your landing page design

Getting the right design and content for your social media follower’s preferences is key to getting higher conversion rates.

Here are 5 ways you can create a better social media landing page to convert leads.

#1 Simplicity is key

Keeping your headline short and to the point is important. A simple headline is the best way to let your customers know what you are offering.

This is especially true for landing pages. Most users will click through to your landing page because they are looking for a specific answer or to solve an issue, which your headline should immediately resolve.

Keeping the rest of the website simple is also important. Websites that load slowly, are difficult to navigate, or are uneasy to read won’t have a high conversion rate.

Keep everything clean, simple, and stylish.

Lingo Landing page

Lingo is a great example of keeping it simple. You are immediately greeted with the different language options you have to choose from to learn.

This gets the user to immediately interact with the website and keeps them engaged throughout to the end.

#2 Target your landing page to your audience

Targeting a specific audience for your social media landing page is important.

Unlike a landing page that is designed for organic traffic, your social media landing page is much easier to customize.

Users who end up on your social media landing page come from your social media, most likely your followers.

And by using social media analytics, you can quickly learn their demographics, interests, and expectations

From there, craft your social media landing page for them. It might take a few tries to nail it and get a higher conversion rate, but it’s well worth the bit of extra effort.

 Content tailored to your audience will always have a higher conversion rate than a page that isn’t.

Starwood Hotels and Resorts Worldwide, Inc had a content marketing overhaul and shifted its focus to a target audience. They used Google Ads’ Remarketing list with Search ads, which allows you to target previous users who visited your website.

They then created custom landing pages for this specific target audience and saw a massive increase in conversions.

2 Target your landing page to your audience

#3 Guide users through the sales funnel step-by-step

It’s important to remember that users aren’t always necessarily looking to buy a product right now. That’s why your landing page should be made with generating leads. 

You don’t always need to sell the product immediately or have a barrage of features and promotions to try and convert a lead.

Instead, your lead page should be seen as another part of the funnel that’s already been narrowed down a few steps.

Your social media landing page should be there to convince the prospective buyer to continue further down the funnel. Sell the offer to your customer, instead of just showing them what you have to offer.

The best way to do this is using a multi-step form.

Single-step forms are usually cluttered with info, sales, and promotions. This can be overwhelming and will result in lost sales.

Instead break it down into multiple pages, easing the information dump on the users.

Multi-step pages also allow you to make each page feel special and customized to your customer’s needs. Arrange questions and answers in a way that flows naturally. This will keep the reader’s attention while leading them closer to the end goal.

Take a look at Netflix’s excellent guide down the funnel. Netflix essentially holds your hands all the way to the end.

Their landing page is simple and effective. You get a short intro about what Netlfix is, how it works and a prompt to go to their plans page. If you’re not quite sure about that yet, they have one more link that will take you to their FAQs.

Once you get to the pricing options, their highest plan is already set as the default choice. It’s a smart move since most users might opt for the higher package because the first month is free, thinking they might switch to a lower program after.

A percentage of those customers might stick with the higher-paid subscription for its benefits.

#3 Guide users through the sales funnel step-by-step

Keeping your readers engaged is important to lead them down the funnel. If your website is difficult to read, it might turn off users.

#4 Perform frequent A/B testing of landing pages

A/B testing or split testing is a form of web page testing that involves two different versions of a web page being tested to see which has a better conversion rate

A-B testing vector icons set in flat design style

When we’re testing landing pages, it means you’re comparing two slightly different landing pages, whether it be a design change or different wording, to see which of the two yields a higher conversion rate.

This is done by sending out two variations of your landing page at the same time. This can be done using social media. One landing page can be coming from Twitter, whilst the other has traffic coming from Instagram.

What you are testing is the conversion rate percentage, which means the number of leads who click through the link and successfully go through with the call to action.

A/B testing should be a frequent occurrence. There are always improvements you can make to your website that will yield a better result. Even a one percent improvement is worth it.

Design choices that are usually tested with A/B testing include different fonts, colors, the size of your call to action, and page layout.

After a set amount of time, compare the conversion rates of both pages to find the one with the higher conversion rate to build upon next time.

#5 Social media lead generation

Lead generation before social media was done in a few different ways. Some landing pages would straight up ask for your email to sign up for a weekly newsletter or to get promotions.

Social media

Others would offer something free or a discount in return for your email.

With social media becoming an integral part of normal life, and digital marketing, a new way of lead generation was discovered

This doesn’t necessarily have to do with your landing page but is a necessary inclusion nonetheless.

If you don’t have a strong social media presence, you won’t be able to generate leads on social media for your social media landing page.

What’s the point of having a great landing page if you don’t have any followers? Social media has a 100% higher lead-to-close rate than outbound marketing.

Build your brand on social media, post at regular intervals, and keep things interesting. Post blogs, vlogs, informative pieces, and promotions if you’re selling products.

Don’t forget about analyzing things afterwards - proper social media analytics can help improve your overall business performance. 

If you have not done so already, I would strongly recommend you start using a social media management tool

According to Optinmonster:

  • Using social media leads to a 100% higher lead conversion rate than marketing outbound.
  • Marketers that spend at least an hour a day on social media generate higher lead rates than those who don’t.
  • Over 70% of B2C marketers get the leads from Facebook.
  • Instagram’s net ad revenue for 2021 was 11.43 billion dollars.

What is social lead generation?

Generating leads on social media can be organic, through Tweets and other social media posts

Generating new leads concept vector illustration

But there are other ways. If leveraging hashtags is not part of your social media strategy then you should start considering it. When done properly hashtags can truly help drive more views, likes, and shares to your social media posts. 

Indeed, they are here to encourage users to explore content related to their centers of interest. In other words, it helps your content reach the right audience.

Finding the right hashtags to increase your discoverability can be time-consuming, luckily there are plenty of hashtag generators that will do the work for you.

If you’re up for it, creating a sort of call to action on your social media posts can boost traffic toward your social media landing page. 

A way musicians do this is by asking their followers to retweet their tweet, and if it reaches a certain number of retweets, they might release a new song.

A business can use this as a method as well. Offering a free ebook, instructional video or small gift as a reward for retweeting or sharing your post is a great way to get the word out of your business.

A great social media platform to generate B2B leads is LinkedIn.

Tips and tricks for increasing landing page conversions

Use testimonials to build trust

Nothing sells like word of mouth. All brands thrive off customer recommendations and positive reviews. Testimonials can generate an increase in sales by up to 62%.

The worst and best part of today’s online culture is that posting a review is as simple as opening Yelp or Google and writing your opinion with photos if you have some.

Unlike before the internet, where reviews were written in newspapers or simply word of mouth, these days you can get reviews about a business or product at the tap of a finger. 

Companies that effectively tap into this do better than ones that don’t.

Testimonials can be part of a landing page to show new customers that you have a long list of happy customers that are willing to put their trust in your brand. Don’t be scared to quote customer reviews.

If you’re scared to add large, written testimonials, another simple trick is to have a list at the bottom of your landing page, showing some clients who use your business. Here’s an example from MarketerHire.

Use testimonials to build trust

Add to that a great call to action, and you should be converting leads in no time!

Use heat mapping to create a better website

Another great tip is to make use of heat mapping software to optimize your landing page to its full potential.

Examples of heat mapping software are Mouseflow, Hotjar, and many tools alternative to Hotjar.

Software like these allows you to track users’ mouse movements and where they click, live on your website. This information is extremely valuable to marketing teams.

Tracking hot spots, where users hover most, should be the areas where your website adds the most important things. Your call to action should be in a hotspot, as well as your most important information.

Heatmap

Hotjar in use. Heat maps are created on your webpage, showing you where users hover the most.

Use eye-catching, relevant images and videos

A well-written landing page and call to action are important, but don’t forget the eye candy!

Creating images and videos that invoke the feeling you’re trying to portray through the messaging on your landing page should be just as important. 

A great image will help your message stand out more.

If you want to add videos to your landing page, make sure that they are relevant and informative. A lot of times users might not completely understand what’s written, which is where videos come in.

A great informative video might just be the difference between converting your lead. Keep it technical and to the point, but don’t overcomplicate it or use too much jargon.

Some other things to keep in mind when using a video on your landing page:

  • High-resolution video
  • Show features of product or service
  • Answer FAQs
  • Have a welcome or farewell message
Use eye-catching, relevant images and videos

The Adidas landing page has these stunning sliding portrait shots, matched with some eye-catching titles and descriptions. It’s still simple, the color scheme is plain, but the clean feel fits with the brand’s image.

Have an extensive FAQ section

A lot of issues or questions about your webpage, company, or product could be resolved quickly if you have a proper FAQ section on your website.

That said, don’t be scared to answer some of the most asked questions right there on your landing page!

A lot of times these questions might cause hesitation, which might be the end of that lead. Instead, if their questions were answered, they might have already purchased your service or product.

If you don’t want to add any FAQs on your landing page, have an easily accessible and visible button to take readers to the FAQ page.

Twitter has a great FAQ section, in fact, there are two!

Have an extensive FAQ section

There is an FAQ designed to help with questions new users might have, and another FAQ section that has more frequently asked questions by regular users.

Should a landing page link to the rest of your site?

This is a question that’s been asked by marketing professionals for years, and there is a lot of back and forth on the internet about it.

Opinions range from a resounding yes to a definitive no!

The best answer is that it depends on the purpose of your landing page.

Most landing pages are designed with a call to action in mind. You either want a user to subscribe to a subscription, purchase a product or provide their email. 

This leads some marketers to disagree that landing pages should link to your website. 

The reason for this is that a link leading to your website might distract a user from the actual purpose of your landing page, which is to convert the lead.

Instead of providing you their email and signing up for a weekly newsletter, they end up reading about a different topic on your website’s blog.

On the opposite end of the argument, some digital marketing experts believe there should be some form of way to get back to your website through the landing page.

A great way to add a link to your website, without distracting the user is to add it to your logo. This way the user won’t be deterred from the end goal, but if they want to check out your webpage there is an exit link.

Let’s get converting!

First impressions are important!

Social media landing pages are a crucial part of digital marketing and should be something your business is constantly trying to improve upon.

With over 3.96 billion people using social media, you won’t want to miss out on a marketing opportunity like that.

This guide should put you on your way to perfecting your landing page and converting those social media leads in no time!

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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