A landing page is a prerequisite for any marketing company with a website. It can draw web traffic to your site and entice users to take the desired action on your page, thus increasing conversions.
Creating a perfect landing page for your WordPress website will depend on your audiences’ needs and goals. However, there are some crucial elements of a WordPress landing page that you need to incorporate while designing your landing page.
This article will be delving into the necessary elements. But before that,
What exactly is a landing page?
A landing page is a website page that helps to convert website visitors into leads and customers.
In simple words, a landing page is a web page where traffic comes to some external source. It’s the place where the visitors land on your website and, depending on the purpose of your website, it should accomplish a specific goal related to your business.
Here is where you can capture the visitors’ attention and get their information. When prospective customers land on the page, they can click on the CTA link or button or fill in the lead capture form.
A good landing page should be directed towards a target audience. They should have previously carried out an action towards your brand, such as clicking on an email link or opening a promotional link on your social media handle.
Necessary elements of WordPress landing pages
Now, let’s look at the necessary elements of WordPress landing pages
1. Reduced navigation
When visitors land on your page, you want to extract their contact information. And you won’t achieve that if there are lots of navigational options on your landing page.
To reduce the navigation and keep your visitors’ eyes and attention focused on the form and the CTA, hide your site’s menu and the sidebar from the view. All the navigation buttons or link increases the likelihood of visitors exiting the page.
Remember, your WordPress landing page is not like the rest of the pages on your site. So, it shouldn’t look like the other pages.
Plus, make sure that your site is optimized for speed by availing the best WordPress speed optimization service. It will help retain your leads and potential customers who land on your site.
2. A clear and strong headline
The headline is the first thing that will catch visitors’ attention when they land on the page. And whether they engage further will depend on the headline alone. It is thus crucial to create a clear, concise, and strong headline.
Try to state your mission comprehensively, as you will need to explain the product easily and simply. Be concise when you present to your page visitors what they are signing up for.
Here is an example of a great headline from Domino’s Pizza:
For more significant impact, consider using the subheading under the main headline. It offers added information to your users about what you are offering and the benefits.
3. Value Statement(s)
In order to convince your visitors more quickly, you need to provide an additional value statement. Explain what your products or services offer and mention what benefits they will get from signing up, as in the example below:
You should address all the questions of your target customers. If you need to give out more information, break them up into paragraphs or bullet points.
The image you use should be the visual representation of your offer. Your visitors should be able to understand better what your offer is or what it looks like after viewing the image.
Don’t depend on stock photos for this. Concentrate on what you are going to sell. Consider what the image is saying about your product, offer, and USP.
Your visuals, along with your text, should tell a story. Also, the image should resonate with your audience. How it makes your visitors feel and how their feeling relates to your solution is essential.
You should be able to make the customers identify with and put themselves in a situation where they’re using your product. Here is an excellent example from Love Child Organics:
Their landing page focuses on their real customers who are picky eaters – and the image is rightfully bringing attention to it.
5. Social proof
When people buy something online, especially if it is expensive, they usually browse through several product reviews.
Social proof is a powerful persuasion tool, and you should leverage it. It shows your potential customers that other people have bought, used, read, or took part in what you are offering. People will be more inclined to convert if they perceive that others before them also purchased your service or product and were satisfied.
Stats have it that 93% of customers go through online reviews prior to purchasing a product.And the minimum star rating of a company customers would engage with is 3.3.
Unless you offer the right social cues, your potential customers may go to Google and end up finding something unrelated yet persuasive.
Some of the social proof tactics you can use include customer reviews, number of customers you have, trust seals, awards from trustworthy organizations, case studies, number of users or downloads, and expert testimonials.
Here’s how McDonald’s displays signs showing that they have served billions and billions of customers.
And you don’t have to do something this elaborate either. You simply have to add some testimonials or case studies at a crucial point in your landing page.
6. Call to Action (CTA)
The purpose of your landing page is conversions. And adding call-to-action (CTA) will help to achieve your goal. CTAs can be presented as a separate button on a click-through page or as part of a lead generation form.
Don’t just use standard CTAs, such as “CLICK HERE” or “SUBMIT.” These kinds of CTAs are created without taking the visitor journey into account. Plus, they sound lazy and not convincing enough to make you want to take and action.
Your CTA should tie back to your USP and clearly express what your users will get in return by clicking. Here’s a great example of a CTA button.
WordPress is an easy-to-use CMS and comes with plenty of great features. However, in order to increase traffic and conversions, you need to create the perfect landing page.
The WordPress landing page key elements mentioned in this article will help you build the perfect landing page that converts. You can refer back to this article when you create your landing page. It will serve as your guide.
Lucy is a creative content writer and strategist at Marketing Digest. She specializes in writing about digital marketing, technology, entrepreneurship, and education. When she is not writing or editing, she spends time reading books, cooking and traveling.