A landing page is a special website to which people initially interested in your offer are redirected straight from ongoing advertising campaigns or social media. This is your chance to convert them into potential customers. How do you create a landing page in WordPress that will sell and help you build relationships with your customers? We will try to answer this question in the following article.
How to create a landing page in WordPress? – table of contents:
- Why a landing page and not a standard homepage?
- Some basics to help you create a WordPress landing page
- Let’s take a look inside – how to make a landing page on WordPress?
- How to create your landing page on WordPress?
Why a landing page and not a standard homepage?
If you don’t yet have your landing page, you’re probably wondering what’s the point of creating one anyway. Can’t customers get redirected to a standard homepage? After all, it’s the place with a lot of information about your company and the products or services you offer, right? Well, not exactly.
Let’s start with the fact that a dedicated WordPress LP, unlike a standard homepage, has a rather distinctive design to encourage specific actions. It all depends on how the advertising campaign directs to it was run. The landing page is also a stand-alone page that will collect leads at all times. Flexibility and customizability are precisely the greatest advantages of a LP.
Both of these elements, i.e., the earlier trailer in the form of an advertisement and the landing page, must work together. A LP can serve many purposes. This is where you can encourage customers to sign up for a waiting list for a webinar or a new ebook, or communicate a special discount for club members. How you run this campaign is up to you. Remember, however, that the LP is your chance to grab a customer’s attention, and it’s up to you to turn interest into sales.
We also mentioned that the landing page should correspond to the marketing strategy in which it featured or to the social media data from where the redirection takes place.
There’s another reason for creating a landing page. Your company’s homepage is one and unchangeable. Regardless of what appears on it and from what source it was redirected. So it must be universal, which has its pros and cons. A LP, on the other hand, can respond strictly to the needs of a particular campaign and target a specific audience. You don’t have to limit yourself and you can create several landing pages and put a slightly different offer on each of them. This way you have a better chance of hitting the needs of the visitor.
Some basics to help you create a WordPress landing page
Now that you know why you should have a WordPress LP, let’s focus on what it should look like. First and foremost, it should be simple. This applies to both its design and the text contained on the page. Its visitors should know exactly why they came there, the landing page should be about one item or a specific offer. It shouldn’t also contain additional distractors or redirects. The text itself must remain consistent and catchy. Here it is necessary to apply the language of benefits.
However, do not forget that the landing page must be eye-pleasing. It is your business card, which represents your company. A person initially interested in your offer is the one who forms an opinion based on it. While the content itself is also important, visual perception is even more decisive. This is where seconds count, so make sure your website looks professional.
The landing page should therefore be, above all, specific. The customer needs to know exactly why they are on it and what they can get.
Let’s take a look inside – how to make a landing page on WordPress?
Let’s start at the beginning. What a person going to a landing page sees first is the headline. And a lot depends on it. So you have about 30 characters to convince the customer that your offer is worth using. Not much right? So the headline needs to be consistent and catchy at the same time. One sentence that perfectly summarizes your offer and tells why it’s worth using.
Naturally, the content matters. Here you can focus on the value you offer the customer. Use the language of benefits for this and accurately describe the benefits they will receive. Also, be sure that the text ultimately addresses all the customer’s concerns.
Social proof is the ultimate weapon that can do far more than a mere product description. Here you can provide feedback from satisfied customers, a case study or insert the logos of companies you work with. There is only one rule: all reviews must be authentic. Therefore, if you are just starting your business and do not have a circle of trusted customers, it is a better choice to wait to develop this section than to use fake reviews.
Call to action
Finally, we come to the point. After all, in the end, the landing page is created so that the visitor performs the assumed action. Here, too, the rule invariably applies: specifics count. The message should speak clearly about what the user will receive when he or she clicks the button. Don’t go for a cliche “check”. Attract your readers with “receive a free e-book” or “enjoy a 10% discount.” That way they’ll know exactly what they are clicking on and what benefits it brings.
How to create your landing page on WordPress?
Let’s start with the fact that it is much easier than you think. Landing pages are rather simple in design and don’t require you to know complicated WordPress features or have coding skills. Just use the page builder of your choice and you’ll see that it’s really fun. There’s a whole bunch of ready-made templates to choose from, which you can customize to suit your needs. In most of them, you can change individual elements such as the size or type of font, as well as the placement of individual blocks, the elements that make up the page. It’s a bit like building with blocks. And if you need more than that, though, the wizards also allow you to edit custom CSS.
The most popular landing page builders
Gutenberg Editor is a fairly simple block editor that defaults to WP. While you can’t expect miracles from it, for creating simple landing pages on a limited budget it will work perfectly.
Everyone who knows what WordPress is has probably heard of Elementor. It’s one of the most popular website builders, which offers great possibilities. The advantage of its popularity is that there are numerous templates available online that are compatible with it.
An equally popular tool is Divi. Whether someone chooses Elementor or Divi is more a matter of taste. The two tools are very similar and both are operated in block editing mode.
SeedProd is a plug-in that is available in both free and paid versions. The latter is, of course, definitely more powerful and has more functionality. It is a fairly simple wizard that requires no coding knowledge and is designed typically for creating landing pages. This means that virtually every element is already customized, and all that’s left for you is to fill the page with catchy content and add matching graphics, i.e., cosmetic tweaks. In addition, it is lightweight and SEO-friendly.
Another well-known plug-in is Beaver Builder, where you can conjure up your landing page from ready-made templates quite easily. You can, of course, modify them and rearrange the various elements at will.
Remember that practice makes perfect. Before creating a landing page, get familiar with the wizard, check out its capabilities and watch some tutorial videos. There is a lot of free knowledge on the Internet – take advantage of it. Just get the basic skills and you’ll see how much fun it is.
However, if you don’t feel up to the task or have limited capacity, you can always outsource your landing page to a third-party company.