​How to Create a Killer Landing Page in WordPress

Did you know that increasing the number of landing pages from 10 to 15 can increase the number of leads your website generates by up to 55%?
A landing page can help you run different marketing campaigns and increase traffic on your site.
But, to get the best results, you need to make sure that you create a landing page that will attract and retain your customers’ attention to be able to turn them into leads and, ultimately, customers. And, we are here to help you achieve this goal.


We’ll guide you through the step-by-step process of creating a landing page in WordPress that converts and we’ll also share some tips and tricks on how to make your copy and design shine.

Why do you need a WordPress landing page?


A homepage is your website’s main page where you present your product or services, highlight your
unique value proposition and funnel the traffic to the key landing pages.
These landing pages should educate the users on your offering, including the benefits and features they
provide.
For instance, if your prospective employees want to learn more about your background story and culture,
they will go to the “About us” page, and if they want to learn more about your work with clients, they will
move to the “Our work” page, and so on.
Both “About us” and “Our work” are landing pages and their goal is to help visitors learn more about what
they can expect from you on their user journey to conversion, be it job application, completed purchase or service inquiry – to name a few.


Choose your plugins


One of the best things about WordPress is that it offers a number of plugins that you can use to manage content.


The bad news is that free plugins have a limited number of features.
So, even though there are a number of free plugins you can use, you may need to purchase the one that perfectly meets your requirements.

One of these plugins is SeedProd, which enables you to create a landing page without coding. It is SEO-friendly, lightweight, and very intuitive.

SeedProd has a free and a pro version. It comes with a number of beautiful landing page templates that
you can use for different types of campaigns. It also offers “Sections” — design modules such as header,
hero image, footer, features, contact form, FAQ, and others.
Other popular landing page plugins are:
WordPress Landing Pages plugin — free and functional
Elementor — one of the most popular free plugins for WordPress because it offers a wide range
of features, which is a great option for anyone on a tight budget
Thrive Architect — an ideal option for anyone who is conversion-focused; it lets you build sales
pages and landing pages specifically
Divi — If you are looking for a way to use one tool to build a website instead of combining
different themes and plugins, Divi is the right tool for you. It includes both a page builder plugin
and a whole WordPress theme based on the same page-building engine.

Use drag-and-drop theme builders

One of the ultimate goals you should strive for when creating your landing page is to make it stand out
from the crowd.
However, keep in mind that WordPress has limited capabilities. While it allows you to place what you
want inside the main content block of a page template, you cannot do anything outside of this area.
Luckily, drag-and-drop builders — which are integrated into some of the themes — allow you to
experiment with your landing page’s design. So, if you are confident that your landing page will require a
number of landing page templates, it might be a better idea to consider a drag-and-drop builder from the
very start.
However, if you feel you could use some help in building a high-performance landing page, consider
hiring a web design and development company that specializes in strategic web planning, design and
development.


Create an engaging headline


It is critical that your users clearly understand what your page is all about as soon as they land on it.
More importantly, they need to understand what’s in it for them; how does your offering answer their
needs.
Your headline, therefore, needs to do a lot of the heavy lifting for the landing page. It needs to be clear,
concise and user-focused.


Write copy that converts


Even if you create an engaging headline, you need to keep incentivizing users to learn more and until
they find the information they are looking for. Write clear, concise and fluff-free copy that will encourage
them to make an action you want them to complete.
One way to do this is to use the second person (“You”, “Your”) in your copy to make it user-centric. This
helps you build trust and assure your visitors that you are there to answer their needs.
Here are a few things you can do to create compelling web copy:
Address customers’ pain points — Show your users that you understand the challenges they
are facing and that you have the right solutions for them. By describing your customers’ pain
points, you help them envision themselves benefiting from your offering and you help them build
interest and trust.
Describe a clear path to the solution — Let your customer know exactly how you will help
them solve their challenges and what exactly they can expect from you.
Emphasize features — To appeal to the mid-funnel user, list the features your solution includes
for transparency and trust-building.
Benefits — By showing your visitors how you solution will make their jobs or lives easier, you
you are more likely to capture the top-of-the-funnel users’ interest.
Social Proof — Talking about how successful you are makes no sense if you don’t have the
evidence to prove it. By using your clients’ logos, testimonials and product reviews, you are
validating your offering and showing the user that they can rely on you.


Create standout calls-to-action


Calls-to-action (CTAs) are the statements and buttons that incentivize the user to take a specific action.
Your CTA copy should, therefore, be clear and actionable. Imperatives such as “see,” “discover,”
“subscribe,” “download” and similar tend to work best.
Besides focusing on the right copy for your CTAs, it is also essential to use the right colors that will draw
your visitors’ attention. Your CTA button needs to stand out from the rest of the copy on your website.


Hide secondary navigation


Your ultimate goal when building a landing page is to lead your users to conversion. It is important to
carefully guide them on this journey and remove distractions such as internal links that lead them to
other, non-essential pages such as “About” on your site.
By removing the links to secondary pages and only leaving the main CTA and landing pages in your
navigation, you will put more focus and draw people’s attention to your conversion points.

Perform A/B testing


Finally, once you have built your landing page in WordPress, making it a “killer” one will come down to
details such as information flow, header text phrasing or button colors.
And, what better way to test this than by using split, i.e. A/B testing. In a nutshell, A/B testing allows you
to measure users’ responses to slight variations in your landing pages copy and design. Once you have
enough data, you’ll be able to identify the page that maximizes conversions.
While you can test each and every segment of that page, it’s important that you don’t spend much time
focusing on the things that don’t matter. Some of the most impactful elements of your page to test
include:
● Web page copy
● Headline copy
● CTA colors
● Images
Speaking of testing and data, before launching your page, settle on a few metrics to track so you can
measure the long-term page performance and adjust as you go.
This data will provide you with invaluable insight into your user behavior, marketing campaign
performance and more.
Here are some of the metrics you can use to measure your landing page success:
● Traffic Source
● Contacts
● Bounce rate
● Heat mapping
● Benchmarks
● Form/Cart abandonment
There are many digital media companies that can help you not only build the landing page that will
perfectly suit your business needs, but also help you use it for strategic campaigning, optimize it
continuously and maximize results.


Conclusion


The purpose of your landing page is to increase traffic on your site and capture more targeted leads, so
invest time in content planning, design and testing.
As long as you are following the best practices we’ve listed above, you are on the right track to create a
killer landing page that converts.

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