Have you ever clicked on a link from an ad or an email and landed on a page designed to sell you something you’re interested in or collect your information? Well, that’s a landing page. Landing pages are essential tools for helping you market your business and are really important for converting your website visitors into leads or customers. In this blog post, we’ll explore what WordPress landing pages are, how they work, and why you need them on your website.
What are WordPress landing pages?
A landing page is a standalone web page that serves a singular purpose – to convert visitors. Unlike the regular pages on your website, landing pages use targeted content and design to drive one specific action from visitors. This could be signing up for your newsletter, downloading an ebook, making a purchase, or anything else you want visitors to do. Landing pages help you promote a specific offer, service, or freebie beyond your website’s home page.
Types of landing pages
There are two main types of landing pages:
Lead generation landing pages
These are designed to capture website visitor information. They are most commonly used when you give your visitors something of value, like a free ebook, checklist, or webinar registration, in exchange for their contact details – name and email address.
Sales pages or click-through pages
Sales pages are focused on persuading visitors to make a purchase. The goal is to ‘warm up’ visitors by providing detailed information about your product or service and highlighting the key features and benefits. These pages include persuasive copy, social proof elements, and a strong call to action to encourage visitors to click through to a checkout or payment page to complete their purchase.
Key elements of a landing page
To be effective, your landing page should have the following key elements:
A compelling headline: the first thing visitors see should grab their attention and clearly tell them what the page is all about.
A strong Call-to-Action: your CTA button should stand out and prompt visitors to take a specific action.
Relevant and engaging content: the content should be concise, engaging, and focused on the benefits of the offer.
Strong visual elements: high-quality images or videos can strengthen your message and keep visitors interested.
Trust signals: testimonials, reviews, and case studies can really build credibility and trust with your audience, so make sure you include these, too.
Lead capture form: to capture visitor information and contact details. Make it as simple as possible to maximise conversions.
Thank you page: or thank you message, thanking visitors for subscribing and including a short message about what happens next.
Third-party integrations: connect your lead capture form to an email marketing platform, like Mailerlite or ConvertKit, or set up a payment checkout platform, like Stripe or ThriveCart.
How to create your own WordPress landing page
If you want to create your own WordPress landing page, there are lots of themes and plugins specifically designed to help you do just that. For example, the standard WP Block Builder or page builders like Elementor, ThriveArchitect, and SeedProd are all great choices.
This article will focus on building a lead generation landing page with the Divi theme by Elegant Themes, which offers drag-and-drop functionality and a wide range of customisable templates.
If you want to have a go yourself, here’s a simple guide to how to get started with creating a landing page in WordPress:
Step One: Create a new page in the WordPress dashboard and set it as a blank page template. This will remove your website’s top menu bar, keeping your landing page free of distractions and preventing visitors from clicking away.
Step Two: Choose a template that fits your marketing campaign or opt-in needs or start with a fresh page. Divi offers hundreds of pre-made templates to choose from.
Step Three. Customise your page using the drag-and-drop builder to add and arrange elements like text, images, and forms. Ensure your CTA buttons are clear and link to the correct pages.
Step Four: Add an Email Optin module and configure your Optin settings, including fields, button text, and thank you message. Connect the form to your chosen email marketing provider with an API key generated from within your provider account. Don’t forget to add spam protection, like Google reCaptcha V3.
Step Five: Before going live, test the page to make sure everything works and preview it on different devices to make sure it’s responsive on all platforms. Take a moment to check mobile responsiveness, as that’s especially important.
Step Six: Grab the page URL and share it across your social media and marketing campaigns. WordPress will give you a customised domain URL that will make your landing page look professional and credible.
Optimising your landing page
To get the best results from your landing page, you’ll need to make sure you optimise it. Here are some things that will help:
A/B Testing: Test different versions of your landing page to see which one performs better. You can experiment with different headlines, images, CTA buttons and even page layouts.
SEO Practices: Make sure your landing page is search engine friendly by using relevant keywords, meta descriptions, and alt text for images.
Mobile Responsiveness: With so many more people browsing on mobile devices, ensure your landing page looks great and functions well on all screen sizes.
Remind me, why do I need a WordPress landing page?
To increase conversions
A great-looking, well-designed landing page will help you convert visitors to your website. By delivering targeted messages and having a clear, single focus, they can significantly increase conversion rates and help you build your email list and make more sales. Make sure you have simple navigation and a strong CTA to show visitors what action you want them to take.
To improve user experience
A well-designed landing page provides your visitors with content that delivers real value and helps them solve their problems. Without having to work their way through a full website, visitors can quickly understand your offer and take action.
To boost your marketing campaigns
Landing pages are perfect when you’re running a targeted marketing campaign. Whether you’re using pay-per-click (PPC) ads, email marketing, or social media promotions, having a specific landing page allows you to tailor your message to different audiences. Additionally, you can track user behaviour and measure the effectiveness of your campaigns more accurately.
To build trust and credibility
Showcasing testimonials, case studies, and professional design elements on your landing pages can build trust and credibility with your audience. When visitors see real-life examples of satisfied customers, they are much more likely to trust your brand and take the kind of action you want.
Ready to start building your own landing pages?
WordPress landing pages are really powerful tools for driving conversions and improving user experience on your website. By understanding what they are, how they work, and why they are essential, you can use them to boost your marketing efforts and achieve your goals.
So, if you’re ready, why don’t you try creating your first landing page? What will you start with? A sales page or an opt-in form? As always, if you need any help getting started or you’d rather I take it all off your plate, why don’t you get in touch? Just drop me a line to book a free chat.
Happy landing page building!
