How to Create a Facebook Landing Page for Business

Transforming your Facebook page into a powerful landing page is one of the smartest moves you can make for your business. It's about turning passive followers and casual visitors into active leads and customers, all without forcing them to leave the platform they're already scrolling. This guide will walk you through exactly how to optimize your existing Facebook page to capture attention and drive action, using the tools you already have.

What Is a Facebook Landing Page (And Why an Update Is Needed)?

Let's clear something up first. A decade ago, a "Facebook landing page" meant a custom "welcome tab" built with iframe apps. These were clunky, often didn't work on mobile devices, and eventually faded into obscurity. Today, the concept is entirely different and much more effective.

A modern Facebook landing page isn’t a separate tab or a hidden app. It’s your main business page, strategically optimized to guide visitors toward a single, specific goal. Whether your goal is to grow your email list, sell a product, book a call, or drive traffic to your website, you can design your page to function as a focused conversion tool. This approach works seamlessly on both desktop and mobile, meeting your audience where they are.

Step 1: Design Your Cover Photo for Clicks, Not Just Looks

Your Facebook cover photo is the largest piece of visual real estate on your page. Think of it as a billboard. A beautiful, branded image is good, but a strategic one is better. It should immediately communicate your value and direct the user’s next step.

Actionable Advice:

• Include a Clear Headline: Your cover photo should have a short text overlay that states your main value proposition. What do you help people do? What problem do you solve? Use clear, benefit-oriented language.
• Point to Your Call-to-Action: Subtly use visual cues - like an arrow or an image of a person looking towards the button - to draw a visitor’s eye down to your page’s main call-to-action (CTA) button. This simple psychological trick works wonders.
• Keep It Simple and Uncluttered: Avoid cramming too much text or too many images into the space. A clean design with a single, clear message is far more effective. Remember to check what it looks like on both mobile and desktop, as Facebook crops the image differently on each.

Step 2: Choose the Perfect CTA Button

Right below your cover photo is your CTA button. This is your primary conversion point. Facebook gives you a range of options, and choosing the right one can have a big impact on your results. The key is to match the button’s text to your specific business goal for the page.

Making the Right Choice:

• For E-commerce: Use "Shop Now" and link it directly to your primary product category or your Facebook Shop. Make buying from you as easy as possible.
• For Service Businesses: "Book Now" is perfect for consultants, salons, or any business that runs on appointments. Link it to your scheduling software page.
• For Lead Generation: Use "Sign Up" to link directly to a newsletter landing page or "Learn More" to send people to a blog post, case study, or webinar registration page.
• For Communication: "Contact Us," "Send Message," or "Call Now" are great options if your main goal is to start a conversation with potential customers.

Don't just set it and forget it. Test different CTA buttons every few months to see which one generates more clicks for your specific audience. You can find this data in your Page Insights.

Step 3: Master the Pinned Post

If your cover photo is the billboard, your pinned post is the greeter at the front door. It’s the first post visitors see when they look at your feed, giving you a golden opportunity to present your most important message, offer, or piece of content.

Your pinned post should encapsulate everything you want new visitors to know and do. It needs to be engaging, clear, and focused on a single call to action.

How to Create a Powerful Pinned Post

A great pinned post contains four key elements:

1. An Attention-Grabbing Visual: Video is king here. A short welcome video that introduces you and your business can build an immediate connection. If you don’t have a video, use a high-quality, eye-catching image that clearly relates to your offer. Graphics made in tools like Canva that include a text headline on the image also perform very well.
2. Benefit-Packed Copy: Your text should be clear and concise. Start with a hook that grabs the reader's attention. Quickly explain what you're offering and - more importantly - what problem it solves for them. Use bullet points or short paragraphs to make it easily scannable.
3. A Single, Clear Call to Action: Don't confuse visitors by asking them to do multiple things. Decide on the *one action* you want them to take. Do you want them to sign up for your newsletter? Download a free guide? Check out your new product? State it clearly and provide a direct link to make it happen.
4. Encourage Engagement: End your post with a question to encourage comments. For example, "What’s your biggest XX challenge right now? Let me know in the comments!" More engagement tells Facebook’s algorithm that your post is valuable, which can increase its organic reach.

Once you’ve published it, click the three little dots in the top-right corner of the post and select "Pin to top of page." This post will now remain at the top of your feed until you decide to unpin it or replace it.

Pinned Post Ideas for Different Businesses:

• Coaches/Consultants: A video introducing your methodology and offering a free discovery call, with a link to your booking calendar.
• E-commerce Stores: An image collage or carousel showcasing your best-selling products with a limited-time discount code and a "Shop Now" link.
• Local Businesses: A "behind-the-scenes" video tour of your space, directions, your business hours, and an offer for first-time visitors who mention the post.
• Content Creators: A link to your most popular lead magnet (like a free ebook or template) to grow your email list.

Step 4: Use Your “About” Section and Page Template

While the cover photo and pinned post handle the top of the funnel, the rest of your page information needs to support your goal. These details provide social proof and reinforce the messaging you’ve presented up top.

Key Optimizations:

• Refine Your “Intro” Section: This short bio directly under your profile picture should be a quick, one-sentence elevator pitch. It’s also a great place to include a trackable link to your website.
• Complete Your “About” Section: Use this space to tell your story and reiterate your main value proposition. You can include multiple links here, so add secondary links that might be useful, like pointers to your other social media profiles or specific blog posts.
• Customize Your Page Tabs: On the left side of your page (on desktop), you have tabs like "About," "Photos," "Events," etc. You can reorder these! Go to Settings >, Templates and Tabs and drag the most important tabs to the top. If you run a shop, move "Shop" up. If you're a service provider, highlight your "Services" or "Reviews." This customizes the user experience and draws attention to what matters most.

An Advanced Strategy: Facebook Instant Experiences

For businesses running paid ad campaigns, there's another powerful tool at your disposal: Facebook Instant Experiences.

An Instant Experience is a full-screen, mobile-optimized landing page that loads almost instantly when someone taps on your ad. Because it lives directly within Facebook, the load time is exceptionally fast, reducing the chance that someone will click away before the page loads. You can create rich, immersive experiences with a combination of video, carousels, tappable product catalogs, and text blocks.

This is a more advanced technique that’s primarily used for advertising, but it's an excellent way to create a fully customized landing page experience without ever sending a user to your website. It’s perfect for new product launches, detailed brand storytelling campaigns, or interactive lookbooks.

Final Thoughts

Creating a successful Facebook landing page is about simplicity and focus. By optimizing your cover photo, CTA button, pinned post, and page details, you can build a streamlined customer journey that guides visitors from awareness to action, turning your business page into a reliable conversion engine.

After you’ve optimized your page, consistent and engaging content is what will keep your audience coming back. As we grew brands ourselves, we struggled with tools that felt complicated and out of date, especially when it came to scheduling video content like Reels. That’s why we built Postbase, a social media tool designed for how marketing works today. Our visual calendar makes planning content feel simple, and our scheduler is built from the ground up for the short-form video that drives real engagement, so you can manage your freshly optimized page without the headache.