Top 5: Facebook Landing Pages in the NFL

The landing page sets the tone for a Facebook page.  In this article from Buzzersation, it is estimated that Facebook accounts with customized landing pages convert 35% of browsers to fans, while accounts without customized landing pages convert only 19%.  This is a HUGE difference, and points to the importance of customized landing pages. 

That being said, many sports teams are still slow to establish a customized landing page.  Many teams simply set their 'Wall' as the landing page.  This is an opportunity missed, as some other teams are incorporating creative and interactive marketing campaigns into their Facebook landing page.  Highlighting some of these trends, here are the 5 most creative landing pages in the NFL.


5) New England Patriots

The Patriots have put together one of the most technologically advanced landing pages in the NFL.  There are multiple ‘windows’ (with polls, trivia, radio links, games, etc) all accessible from the main landing page.  Users can access an array of information from one tab. 

The one shortcoming of this page is that users are encouraged to ‘become a fan’ in small text at the top of the page.  Not only is this the wrong terminology (as opposed to using ‘Like’), but the text is also too discreet and easy to miss, especially with all that is going on elsewhere on the page.  That being said, although the page can be a little overwhelming, it is still easy to use and offers a lot for users.

4) Pittsburgh Steelers

The Pittsburgh Steelers, much like the Patriots, have a very technologically savvy landing page.  It is structured much like a web homepage, with various links to different features.  This page is a little less cluttered than the Patriots page, making the page more user-friendly.  I also like the layout and background, which tie the page together around a unified theme.

However, nowhere on this sleek, well-designed, easy-to-navigate landing page are users encouraged to ‘Like’ the page.  This is a huge missed opportunity.  If users are coming to the page for information, they should be encouraged to ‘Like’ the page.

3) Tampa Bay Bucs

This is one of the more creative Facebook landing pages in the NFL.  The Bucs have structured the page around their standout rookie wide receiver, Mike Williams.  I like this approach because it is current, it capitalizes on a bright spot in their organization, and it appeals directly to the interests of the fans.  I also think the page is well designed, with a clean background, a nice picture, and an easy to find link.

However, like the Steelers, nowhere on the landing page are users encouraged to ‘Like’ the page.  Also, by targeting an outside link, this page directs fans away from the Facebook page, which is the exact opposite of what a good landing page should do.  Still, I like the creativity of this page, and it is effective in accomplishing a specific goal.

2) St. Louis Rams

This is another outstanding landing page.  The page is very clear and uncluttered, yet it effectively promotes two things at once.  First, the Rams are advertising the Fan Friday promotion.  It is difficult to determine what exactly this is, but it provides enough information to lure fans into the site. 

The other message is to ‘Like’ the page.  In clear red font, users are encouraged to ‘Become a Fan to enter.’  I especially like the way that the background is opaque, almost making it seem like a preview of what the user will access if they decide to ‘Like’ this page.  In the end, this page does a great job of blending two messages in a clear landing page.

1) Baltimore Ravens

The Ravens have put together a great landing page.  It doesn’t have embedded video, or interactive games like some of the other pages, but it is incredibly successful in recruiting ‘Likes,’ which should be a primary goal of the landing page.

Three things stand out about this page: clean design, creativity, and fan incentive. 

The first thing you notice is a very clean design.  There is simply a white background, a picture of Haloti Ngata, and a few lines of text.  This layout adds to the clarity of the message.

I also love the creativity of having Ngata pointing up to the ‘Like’ button.  As opposed to just having an arrow pointing up, the Ravens have found a great way to incorporate their players into the message.

Finally, this page offers fan incentive.  This is arguably the most important part of the page.  Instead of just telling fans to ‘Like’ the page, the Ravens tell fans WHY they should ‘Like’ the page.  The fan knows exactly what they will get when they ‘Like’ this page, which only ads to the likelihood that fans will follow through and click ‘Like.’

Landing pages are an important part of any Facebook page.  They should be visually appealing, easy to navigate, and encourage user ‘Likes.’  One of the best things about a landing page is that there is no clear template.  There is a lot of room for creativity, and as highlighted above, some teams in the NFL are taking full advantage of this to improve their social media message.