What Is a Landing Page?
A landing page is a page on your website that has been designed specifically as the first page a visitor will see when they arrive at your site. While it’s possible to have just one landing page for your site, it’s more likely that you will have many. You can create a variety of landing pages and tailor them to the type of user you expect to find on that page. Learning how to build a quality WordPress landing page can help you tremendously as you seek to grow your business and expand your reach in the market.
One thing to keep in mind when planning and designing landing pages is where the traffic will be coming from in most cases. For example, you could build a landing page specifically to serve some ads you are running on social media or Google. Alternatively, you could have landing pages prepared for organic traffic that reaches your site after a search. Creating each landing page specifically to suit the needs of the traffic going to that page is all part of optimizing conversion rates and getting the most out of your traffic.
What Makes a Good Landing Page?
There are multiple elements that need to come together for a quality WordPress landing page. Three of these key elements include the following:
- Great design. The design of your landing pages is essential. In most cases, simple will be better for a WordPress landing page. It’s easy to get carried away and create a complicated, messy page that leaves the user feeling confused. Less is more, so boil the page down to only its required elements. Whatever action you are trying to get the visitor to take, make that action easy and obvious so nothing is lost in translation.
- SEO-friendly content. For landing pages that attempt to draw traffic through organic searches, you’ll need to pay careful attention to SEO. Picking the right keywords for your content and having enough content on the pages is important. For example, if your site is promoting a local business that you own, include keywords based on all of the cities that you serve. That way, when anyone searches for the type of service that you offer in one of those cities, your page will have a chance to rank.
- Fast loading times. This is true of pretty much any page on your website; however, it’s particularly important that landing pages load quickly, since you don’t want a new visitor to hit the “Back” button before they even see what you have to offer. Try to avoid placing particularly large images or other items that are slow to load in a prominent position on the page. Keep these pages as lightweight as possible to make sure they load quickly both on desktop computers and mobile devices.
It’s easy to make building WordPress landing pages more difficult than it needs to be. If you can touch on all three of the points above and create a page that looks great, loads fast, and takes SEO into consideration, you’ll be on the right track
Steps to Create the Best WordPress Landing Page
Follow these five steps once you’re ready to create your first WordPress landing page. While the process to create a landing page will vary from site to site and even page to page, these steps are a good starting point.
1. Create a Clear Plan
Before you even open up your WordPress dashboard to get to work, the first thing you need to do is create a plan for this new landing page. What is it going to do for your site? What types of visitors do you expect to land on the page, and where will they be coming from? Taking the time in advance to craft a plan will make life much easier when you start designing the page.
2. Create a New Page
If you are using a WordPress landing page plugin, you’ll likely use that plugin to create a new page in your WordPress dashboard. Or, you can create a new page like normal and then use the plugin to craft that page into the landing page that you have in mind. Be sure to give this new page a URL that fits within your site structure and makes sense given your current hierarchy.
3. Write Your Content
The written content on a landing page is a critical component. What message do you want to convey? It’s a good practice to keep landing pages short and to the point, so don’t greet your new visitors with a wall of text that may turn them away before they get to know your brand any better.
4. Dial in the Design
Just like with the written portion of your landing page, less is more when it comes to the design. Keep things simple so visitors won’t get distracted and pages load quickly. Of course, this design is a good time to incorporate some elements from your branding, like certain colors or even a logo.
5. Add Functionality
The last step before you publish your new WordPress landing page is to add any functions that you would like the page to have. There are two common functions for landing pages that you’ll build on your WordPress site: contact forms and buy buttons. Whether you want someone to reach out for more info or you want them to make a purchase right there on the page, make sure everything works cohesively.
Top 5 WordPress Landing Page Plugins
A quality plugin can make building a WordPress landing page much more manageable. Below are some of the top options on the market today for you to consider during your landing page construction.
One of the leading landing page plugins available for WordPress, Instapage is a great place to start your search. This is a powerful plugin that offers a long list of features and integrations with other tools. If you are on a tight budget, however, you might want to wait until you get your business up and running before you invest in Instapage, as it does come with an annual cost.
Calling Elementor just a landing page plugin would be selling it short, as this is a full-featured page builder and one of the most popular tools on all of WordPress. With that said, this is a great pick for building landing pages, with an intuitive interface and nearly endless features to utilize in your design.
As an added bonus, you can get started using Elementor for free. You might find that the free version does enough to meet your needs over the long run, but there is also a premium version available if you need some additional functionality.
If you have the room in your budget to invest in a quality, premium tool, Leadpages is a compelling pick for a landing page builder. This is one of the pricier options you will find for WordPress landing pages, but it is a powerful plugin that makes it easy to create useful, beautiful landing pages for a variety of uses.
One notable point is the speed of the landing pages that this tool creates — if load times are important to you, Leadpages is worthy of consideration.
4. Beaver Builder
Much like Elementor, Beaver Builder is another option that can do far more than build landing pages for your site. You’ll be getting an overall page builder that is easy to use and comes with plenty of added functionality.
For those who don’t have any experience with web design and want to keep the process as easy as possible, the drag-and-drop design of Beaver Builder will be a welcoming feature. You won’t have to mess with anything technical to build quality landing pages — you can just bring your vision for what the page should be and use the various elements to complete your design. This is a premium plugin, and you will need to pay a yearly license fee to use it on your site.
If you are focused squarely on maximizing conversions on your site — that is, turning as many visitors as possible into customers — you may already be familiar with OptimizePress. This is another popular tool that can be used to create landing pages. You’ll be happy to know that despite the many powerful features that come with this plugin, the annual license is offered at a very reasonable rate.
Frequently Asked Questions
Are landing pages the same as sales pages?
While you can certainly use a landing page to sell goods or services, that’s not the only approach to take. In some cases, you’ll want to use your landing page more as a welcome page to introduce your brand to the visitor, explain what you offer, and point them to other places on the site.
In general terms, landing pages that are built to work with paid ads will be geared more directly toward sales, while other types of landing pages might be more informational. Of course, you can tailor the tone and style of your landing pages to meet the needs of your business.
What’s the goal of a landing page?
Landing pages are commonly thought of as a way to make a sale, but that’s not the only reason to make a landing page. You might simply want to improve brand awareness by having as many visitors land on your pages as possible — even if there isn’t currently a strong sales pitch in place. The purpose of your WordPress landing pages is up to you, and it doesn’t have to be the same for each page.
Do all landing pages have a contact form?
It’s true that a “classic” landing page features a contact form, often on the right side of the page. But again, as is always the case when building your own site, you don’t have to abide by this standard. You might not want to include a contact form on some of your landing pages, and that’s fine. Instead, you might have some links to other pages on your site that are meant to drive visitors in a specific direction. Think carefully about the action that you want a visitor to take, and then customize the landing page to encourage that outcome.
How do I optimize conversions on my landing pages?
While we can’t cover everything about conversions here, we can say that appealing images and engaging copy go a long way. The writing you use on a landing page is particularly important because those words are going to give your brand a personality.
Spend plenty of time getting the tone and wording of your copy just right, as the words you present to your visitors have a huge impact on the actions they take from that point.
Do I have to use a landing page plugin?
No, you do not have to use a plugin to create an excellent WordPress landing page. You could build these pages just like any other page on your site using the standard WordPress tools to style the page as you see fit.
The advantage of using a WordPress landing page plugin is that it may make it easier to add the kinds of features and design elements that are commonly seen on successful landing pages — especially for users that don’t have a lot of website building experience. Experiment with one or two plugins to see what they offer and whether or not they lead to better results.