Hey there sea changers, today we talk about how to create a landing page with WordPress. Landing pages differ to to general website pages in that they are intended to stand alone – i.e. not usually linked back the to main website – with a specific purpose such as gathering information, gaining an email optin or of course, generating a sale.
Due to this, they also need to be succinct, attractive and clearly outline their purpose. So if a landing page is something that you might need for your website, let's see how we can create one below…
What is a landing page?
As above, a landing page is a digital marketing tool created for a specific marketing, sales or advertising need. Their name comes from the fact that this is where a visitor ‘lands' in response to a call-to action (CTA) on advertising mediums such as social media, online advertising or web banners.
They are designed with a single focus and should entice the reader to stick around long enough to undertake the intended purchase or information gathering actions required of the campaign. An example of a landing page designed to gather email address information is as below:
The key to landing pages is that although they obviously maintain the feel and branding of the main website, the pages do not technically form part of it. This usually means that:
- They do not link back to the main site
- Many of the navigation options (such as menus etc.) of the main site are removed
- Widgets and side bars are hidden
In short, there should be nothing else on the page to distract the reader from its intended purpose.
What elements does it need?
Ok, so we have explained above the uses for a landing page above. However if not created properly, then the opportunity for it to make conversions – i.e. convince readers to enter information or purchase could be lost. So, with that in mind, below is an outline of what should be included on a high converting landing page:
- Unique Selling Proposition (USP) – This is what you makes you stand out from the crowd. As above, the intent of a landing page is to garner a response hence you need to be clear in what makes you stand out from your competition. This doesn't necessarily have to be a large thing and can include:
- A quick outline of what makes you great
- Anything that provides extra value to the reader (such as an ‘reward' for joining your email list)
- Outline of your credentials
- Production processes (sustainability, eco-friendly etc.)
- One purpose – One big mistake many make with landing pages is to try and do too much on it. Landing pages need one purpose and that is it! Decide what it is to achieve and then do not over complicate it.
- A hero – This is a clear image that outlines your site/company or even you. Videos are great here however sometimes a simple photo of you as the owner of the site will work as well. The hero image assists in personalizing you and your site which in turn, increases the chances of conversion.
- Benefits – In short, answer the following question – “What's In It For Me?” Remember that landing pages are generally trying to get something out of your readers. For sales pages, this is obviously the benefits of the purchase however even a simple process of entering an email address will usually require some sort of incentive. Outline what they will get for entering their information as well as what benefits the pending emails will get them.
- A single CTA – This goes back to the one purpose rule above. Once you have outlined why the reader should purchase or complete the tasks that you want them to, then make it simple for them to do it with one clear button or opt in form. This can be repeated a number of times on the page, however it must be clean and easy to find and follow.
- Social Proof – This is not always available but a credible testimonial or comment from a happy customer can go a long way as well. Just make sure it is real and authentic – fake testimonials will do you no favours.
How to create a landing page in WordPress
Ok, so rather than drag this page on for hours, I have created a video for you below on how to create landing pages based on the above. I will create one in Unbounce – which is one of many landing page builders available online and then one using WordPress itself. Click on the video below to check it out…
So there you go – How to create a landing page using WordPress. I hope it has been helpful and please don't hesitate to comment below if you have any questions or need and help.
Have you built your own landing pages? What worked well for you? What didn't work so well? Please share below.
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