A first impres­sion is a last­ing one. On Face­book the land­ing page rep­re­sents your brand’s first impres­sion for new vis­i­tors. It is an intro­duc­tion to your per­son­al­ity, an invi­ta­tion into your world, and an oppor­tu­nity to begin a rela­tion­ship with exist­ing and poten­tial con­sumers. Cre­at­ing an effec­tive land­ing page can set your brand up for suc­cess on Face­book by estab­lish­ing the tone for your page and ongo­ing inter­ac­tion with fans. As you develop your strat­egy, con­sider the fol­low­ing best prac­tices to ensure that your first impres­sion is the right impression:

Define Your Goals to Drive the Desired Outcome

It’s likely that you’ll only have a few sec­onds to cap­ture the atten­tion of a new vis­i­tor; there­fore, it’s crit­i­cal to clearly define your goals and deter­mine the core func­tion of the land­ing page. Con­sider both your gen­eral goals for Face­book as well as any cur­rent mar­ket­ing ini­tia­tives. For exam­ple, if you’re run­ning a cam­paign to drive traf­fic to your page, cap­tur­ing new Likes will be an impor­tant deter­mi­nate of the effi­cacy of your cam­paign. Poten­tial goals for the land­ing page may include:

  • Cap­tur­ing Likes by pro­vid­ing an entic­ing incen­tive, such as exclu­sive con­tent, spe­cial offers, or a deeper con­nec­tion to the brand.
  • Intro­duc­ing the Brand by com­mu­ni­cat­ing infor­ma­tion about the advan­tages of your prod­uct as well as your Face­book com­mu­nity.
  • Engag­ing Vis­i­tors with light­weight appli­ca­tions rel­e­vant to the brand and con­sumers, such as polls, quizzes, or con­tests.
  • Pro­mot­ing Advo­cacy through engage­ment expe­ri­ences; brand advo­cacy is dis­trib­uted across Face­book in the form of Likes, com­ments, and shares.

Pro­vide Value

Regard­less of your goals for the land­ing page, users demand ongo­ing rea­sons to engage long-term with your brand. Make offer­ings clear and set expec­ta­tions upfront as to what advan­tages fans will enjoy as part of your Face­book com­mu­nity. Will you pro­vide Facebook-only offers? Exclu­sive con­tent? Access to con­tests, sweep­stakes, and rel­e­vant prizes? As your first impres­sion, this is an oppor­tu­nity to put your best face for­ward and demon­strate why your brand is a supe­rior resource and com­mu­nity for customers.


Inte­grate Your Presence

Social suc­cess does not depend on a sin­gle pres­ence alone, but rather brand cohe­sion across mul­ti­ple pages and plat­forms. As a rep­re­sen­ta­tion of your com­pany, brand, or a spe­cific prod­uct, the Face­book land­ing page is an oppor­tune chan­nel to drive Likes to your other branded pages, encour­age users to explore and Like your prod­ucts, and increase click-throughs to your web­site. For exam­ple, Hyatt’s mas­ter brand page enables in-line Lik­ing of Hyatt’s arse­nal of brands, thereby increas­ing fan-count across branded pages, fos­ter­ing brand dis­cov­ery, and cul­ti­vat­ing loy­alty among Hyatt customers.

The most impor­tant aspect of the land­ing page is clear com­mu­ni­ca­tion with con­sumers about the actions you want them to take (Like, com­ment, vote, etc.) and the ben­e­fits offered by your brand. Make it sim­ple, make it fun. And your first impres­sion may just turn into a last­ing relationship.