Ace Your Conversion Objective: How to Create a Landing Page in WordPress

If you’re trying to create more leads and sales for your website, it’s essential that you learn how to create a landing page in WordPress. A landing page is basically a page that is primarily designed to generate a conversion.

There is not much else on the page to distract the visitor from doing anything else. Here is a quick guide on how to create a landing page in WordPress even if you have no experience.

building landing page concept with hand with marker drawing on a website page the title landing page

Step 1: Find a WordPress Theme that Helps

The beauty about WordPress is that you don’t have to actually learn how to create a landing page in WordPress by yourself as far the technical details go. There are many themes that come with pre-made templates. These will be enough to help you create strong landing pages. If you’ve already spent money on a theme and don’t want to extend your budget to purchase a new one, you can look for a plugin.

There are landing page-focused plugins that help you build a landing page from scratch. Many of them will provide templates just like the themes do. They will also allow you to customize all the details.

You can always go the manual route as well. However, you have to understand that many of these themes and plugins come with templates that have been designed to perform well in terms of conversion rates.

Step 2: Integrate Your Form

Now that you know the basic options on how to create a landing page in WordPress, it’s time to make it work. If you’re using the landing page to generate leads, then you’ll need to integrate your form that works with your email list management system. There are a wide variety of free and paid solutions from Aweber, iContact, MailChimp to GetResponse.

Simply log in to the email marketing platform you’re using. Afterwards, create a subscribe code with all the data you need to collect (name, email, address, phone number, etc.). Once you create a form, the platform will usually provide a code you can copy and paste on your landing page.

Keep in mind that the fewer forms you require, the more likely it will be that visitors will take action and submit their information. In the end, the simplest way is the best conversion strategy.

Step 3: Create Compelling Copy

blank notepad with pencil on laptop on a wooden table

If the goal is to generate high conversion rates, then the first major thing you have to focus on is your landing page’s copy. If you’re using a theme or a plugin to create the landing page, you’ll most likely have access to some great designs and layouts that are optimized to perform.

However, the good looks need the support of copy. Your carefully chosen words will engage your audience and get them to take action.

The most important part of your copy will be your headline. It should address your target audience’s problem or desire to which you already have a solution. If you are targeting a specific traffic source, it will help to make sure that your headline addresses where visitors are coming from. For instance, if somebody searched for “how to improve your credit score” in Google, your landing page should reflect that search.

Other parts of your copy that will have a strong impact on your conversions also include your opening paragraph and your call to action. Your opening paragraph must create interest and relevance to your visitors. The call to action should give visitors a strong reason for them to take action. It should reiterate or summarize the benefits. It should also enjoy the company of visual cues like a big subscribe button for them to click.

Step 4: Customize the Design

After you’ve created compelling copy for your landing page, it’s time to focus on the design. You’ll want to use custom headers, logos, and brand elements to make sure your landing page is unique.

Remember that other websites will be using the same or similar templates found in many WordPress themes and plugins. Therefore, adding the right design elements also help improve your page’s relevance to the user.

Some other things you’ll want to experiment with as far as design goes includes your layout, headline typography, call to action buttons, and any other interactive elements you plan on using. Templates are simply there to give you a design you can start out with.

You should always work on improving upon these templates. Ultimately, you want to make the landing page designs your own to stand out from the crowd.

Step 5: Optimize Your Landing Page

It’s not enough to learn how to create a landing page in WordPress. You also need to work on optimizing your landing page for higher conversions.

That means you want to use a wide variety of tools to see what elements result in the highest conversion. You’ll want to use heat mapping solutions like Crazy Egg and multivariate testing tools like Google Analytics.

The goal is to figure out which combination of elements results in the highest conversion rates. This includes both the copy and design elements.

You might test five different headlines and opening paragraphs to figure out which combinations lead to more sign-ups. It’s best to look at this as a never-ending process rather than a destination. Constantly testing for improvements will increase your bottom line on a consistent basis.

Step 6: Bring along Your Email Marketing

email marketing concept illustration with opened envelope out of which appears a hand holding a megaphone

Since we’re talking about conversions, you have to remember that conversion rates go beyond the scope of your landing page. You should also look to creating an email follow up series to improve sales.

Different email sequences, messages, and email copy should be tested to help you figure out which combinations perform the best. This will help you improve your ROI for any of your marketing campaigns regardless of what channel you’re using.

Final Word

Now that you know how to create a landing page in WordPress, you’ll be able to ace your landing page objectives whether you’re trying to acquire an email lead, generate a sale or presell an affiliate offer. Keep in mind that it can be overwhelming trying to build a successful landing page. You’ll have to go through a process of testing to figure out what works for you and your various marketing channels.

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