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How to Create a Landing Page in WordPress: A Detailed Guide

What is a landing page?

A landing page is a standalone web page specifically designed to achieve a single marketing goal, such as capturing leads, promoting a product, or encouraging visitors to take a specific action.

Unlike regular pages on your WordPress site, a landing page is highly focused and often stripped of distractions like navigation menus or multiple links, guiding visitors toward a clear call to action (CTA).

Landing pages are widely used in online marketing campaigns, email promotions, and pay-per-click (PPC) ads.

Their effectiveness lies in their simplicity and targeted messaging, making the process of creating landing pages crucial for achieving high conversion rates.

For example, a custom landing page can feature an exclusive offer, a dedicated form landing page for newsletter sign-ups, or even a high-converting landing page to promote a webinar.

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With WordPress, creating a landing page is straightforward.

You can use landing page templates, page builder plugins, and even customize elements using the WordPress block editor or a drag-and-drop builder.

Whether you’re crafting a dedicated landing page for a campaign or a newly created landing page for lead generation, WordPress offers all the tools you need.

The benefits of having a well-made landing page

The flexibility of WordPress lets you create high-converting landing pages that look great and drive meaningful results for your business.

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Here are all the benefits you can reap from dedicating some time and effort into creating a great landing page:

  1. Increased conversion rates: A good landing page is converts visitors into customers, subscribers, or leads. By removing distractions and focusing on a single goal, you can encourage visitors to take action more effectively.
  2. Better targeting: Custom landing pages allow you to tailor your messaging to specific audiences. For example, you can create a dedicated landing page for different marketing campaigns, products, or services.
  3. Improved user experience: A distraction-free landing page with a clear CTA provides a seamless experience for visitors. Tools like builder plugins and free landing page builders can help you design beautiful landing pages with ease.
  4. Enhanced analytics: Using tools like a Google Analytics plugin, you can track your landing page’s performance, monitor user behavior, and make data-driven improvements.
  5. SEO benefits: Well-optimized landing pages can improve your site’s visibility in search engines. Integrating relevant keywords such as “landing page design” and “high converting landing page,” you can attract more traffic to your WordPress site.
  6. Flexibility and customization: WordPress offers various landing page plugins, templates, and page builder options that let you create custom landing pages tailored to your goals. You can use features like a custom domain or child theme folder for greater control over your page design.
  7. Cost-effective solution: Many WordPress tools, like free landing page builders and templates, allow you to create as many landing pages as needed without breaking the bank. Even a beginner can design an effective landing page using a step-by-step guide and builder plugin.

Difference between a landing page and other page types

Landing page vs. home page

A landing page is designed to achieve a specific objective, while a home page often serves as a general introduction to a website. Mastering the creation of a first landing page equips users with the skills necessary for future modifications and enhancements.

The two are significantly different in their focus and functionality:

  • Purpose: Landing pages are tailored for targeted actions, such as capturing leads or promoting a single product, while home pages provide a broad overview of your WordPress site’s content.
  • Simplicity: Landing pages are typically more focused and concise, with minimal distractions, whereas home pages often include multiple links, navigation menus, and sections to guide visitors through various parts of the website.
  • Target audience: A home page appeals to a wider audience by showcasing your brand and its offerings, while a landing page speaks directly to a specific audience segment, encouraging them to take immediate action.

For example, if you’re running a marketing campaign to promote a webinar, creating a dedicated landing page with a clear CTA and registration form will outperform simply linking to your home page.

Landing page vs. about page

An about page typically provides information about your brand, mission, and team, whereas a landing page is action-driven.

Here’s how they differ:

  • Content: About pages tell the story of your business, highlight achievements, and build credibility. Landing pages, on the other hand, are concise and focus on persuading visitors to take a specific action.
  • Call to action: About pages may include secondary CTAs like “Contact Us” or “Learn More,” but a landing page prioritizes a single, prominent CTA to drive conversions.
  • Design: While about pages often have more text and imagery to provide context about your business, landing pages prioritize minimal design elements to maintain focus on the CTA.

For instance, an about page on a WordPress site might showcase a timeline of milestones, while a landing page might include a custom form landing page for collecting email addresses during a campaign.

Landing page vs. blog post

Blog posts are designed to inform, educate, or entertain readers, while landing pages are designed to convert visitors.

Key differences between landing pages and blog pages are:

  • Purpose: Blog posts are content-rich and optimized for engagement, often used to drive traffic and build authority in your niche. Landing pages, however, focus on achieving measurable goals like lead generation or sales.
  • Structure: Blog posts typically include headings, subheadings, and links to other content, encouraging readers to explore further. In contrast, landing pages are streamlined and designed to keep visitors on the page until they complete the desired action.
  • SEO: While blog posts target organic search traffic with informative content, landing pages are optimized for conversions and may rely more on paid advertising.

For example, a blog post might cover “10 Tips for Effective Landing Page Design,” while a landing page would encourage readers to download a free ebook on landing page templates.

Landing page vs. contact page

Contact pages and landing pages differ in their functionality, design, and user intent:

  • Functionality: Contact pages provide a way for visitors to reach out to your business through forms, email addresses, or phone numbers. Landing pages often feature dedicated forms with a single purpose, such as signing up for a service or downloading a resource.
  • Intent: Visitors land on a contact page when they actively seek to communicate with your business, while landing pages are often part of a marketing funnel designed to guide visitors toward a conversion.
  • Design: Contact pages are pretty straightforward, focusing on providing contact details. Landing pages, on the other hand, are more visually engaging and persuasive, often including testimonials, videos, or other elements to encourage conversions.

In a WordPress site, a contact page might include a general inquiry form, while a landing page could be a custom form landing page created using a page builder plugin to capture leads for a specific campaign.

How to create a landing page in WordPress, step-by-step

Below, we’ll show you the best practices for creating a landing page in WordPress from scratch. For greater flexibility and customization, consider using a custom landing page template, which may require coding skills.

1. Define the purpose and goals of the landing page

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Before you dive into designing your landing page in WordPress, take a step back and get crystal clear on its purpose and goals.

This crucial first step ensures that every element on the page aligns with your marketing strategy and speaks directly to your target audience, setting you up for success right from the start.

Defining the purpose of the landing page

Ask yourself what action you want visitors to take when they land on your page.

Are you looking to capture email addresses, promote a new product, or encourage visitors to sign up for a webinar? A clear purpose will guide every aspect of your landing page design.

Setting reasonable landing page goals

A goal is more precise and measurable than a purpose. While the purpose of a landing page defines what you want visitors to do, a goal sets a concrete target to measure success.

Establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for your landing page.

For example, “Increase email sign-ups by 20% in the next 30 days” is a clear and actionable target that helps you evaluate success. If your purpose is to collect email leads, your goal could also be to gain 500 new sign-ups in the next 30 days.

2. Study your target audience

Research what motivates them and tailor your messaging accordingly.

Identify the specific needs, preferences, and pain points of your audience—but don’t forget to find out the medium that’s best for getting your points across. Not everyone consumes media in the same way, and some channels will pay off more.

For instance, if your audience isn’t tech-savvy and values digital simplicity, create a distraction-free landing page with a concise headline and a prominent call-to-action.

3. Plan out the landing page

Before jumping into the design phase of your WordPress landing page, take a moment to plan things out.

A well-thought-out landing page isn’t just visually appealing—it’s a powerful tool to engage visitors, communicate value, and drive conversions. To get it right, focus on these essential elements:

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A clear and compelling headline

Your headline is the first thing visitors land on, and it needs to be impactful.

A great headline captures attention and conveys the value of your offer in a few words. For example, instead of “Sign Up Today,” a stronger alternative could be “Get Exclusive Access to Free Marketing Tools Today!”

A concise and persuasive message

Your landing page content should be direct and compelling.

Avoid cluttering the page with excessive text—focus on highlighting key benefits and addressing visitors’ pain points. Use bullet points or short paragraphs to improve readability and keep your message clear.

A strong call to action

Every high-converting landing page has a powerful CTA that encourages visitors to take action.

Phrases like “Get Started Now,” “Download Your Free Guide,” or “Claim Your Discount Today” create urgency and drive engagement.

Place the CTA prominently and use a contrasting color to make it stand out.

Minimal distractions and user-friendly design

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A cluttered page can overwhelm visitors and reduce conversions. Keep your landing page design simple by using whitespace effectively, limiting links that could distract users, and ensuring fast load times.

Using a drag and drop builder or a page builder plugin can help you achieve a clean and modern look without coding.

Social proof and trust indicators

Visitors trust what others say more than what brands claim. A custom form landing page with reviews from satisfied customers can significantly improve credibility.

Incorporate customer testimonials, media mentions, security badges, or trust seals to reassure users and increase conversions.

Landing page visuals

A well-balanced combination of high-quality, authentic images and engaging multimedia will make your landing page visually appealing and user-friendly, helping to convert visitors more effectively.

Depending on the purpose and page content, use a variety of product/service videos, animations, and photo demonstrations, and shrink them with compression tools so the page loads faster.

4. Creating an effective call to action

CTAs deserve special attention, so let’s briefly revert to that part with more details.

To create a CTA that increases conversions:

  1. Use action-oriented language. Your CTA should tell visitors exactly what they’ll get when they click. Use direct and engaging phrases like “Start Your Free Trial,” “Get My Discount,” or “Claim Your Free Guide.” The more specific the benefit, the more enticing your CTA will be.
  2. Create a sense of urgency. Encourage visitors to take action immediately by using time-sensitive wording. Phrases like “Limited Time Offer,” “Only a Few Spots Left,” or “Act Now Before It’s Gone” can make visitors feel they need to act quickly before missing out. Adding a countdown timer can further reinforce this urgency.
  3. Make it prominent and visible. Your CTA should stand out immediately when someone lands on your page. Position it above the fold, use larger font sizes, and ensure there’s plenty of whitespace around it so it doesn’t get lost in the design.
  4. Use a contrasting color. The CTA button should contrast sharply with the rest of the page to draw attention. For example, if your website is primarily blue, a bold orange or red button can create a visual pop that makes it hard to ignore.
  5. Adjust sizing for different devices. Your audience may be browsing on desktops, tablets, or smartphones, so your CTA should look great and function seamlessly across all screen sizes. Ensure that buttons are large enough to be easily tapped on mobile devices and that text remains legible without zooming. Use responsive design techniques to adjust CTA placement dynamically based on screen size. Check your analytics to determine the most common devices used by your visitors and prioritize optimization for those formats.
  6. Test different variations. Not all CTAs perform equally, so A/B testing different versions can help you optimize conversions. Try tweaking button colors, phrasing, placement, or even adding urgency elements like “Limited Time Offer” to see what works best.

Several methods of creating a landing page in WordPress

Depending on how much you’re able or willing to tinker with landing pages in WordPress, there are several ways to create a landing page:

  1. With a plugin;
  2. With a WordPress theme;
  3. Creating a page by coding, manually.

Here’s a step-by-step process for each method.

How to create a landing page in WordPress using a plugin

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If you want an easier way to set up your landing page, using a WordPress plugin can be a great solution. It offers high levels of flexibility or control without coding skills required, so the majority of your office can do it without much effort.

Plugins like Elementor, Beaver Builder, and Thrive Architect provide pre-designed templates, advanced customization features, and a drag-and-drop editor to make the process seamless.

Here’s how to create a landing page in WordPress using Elementor:

  1. Install and activate Elementor: Navigate to the WordPress dashboard, go to Plugins > Add New, search for Elementor, install, and activate it.
  2. Configure Elementor settings: Adjust global settings such as fonts, colors, and layout preferences to align with your branding.
  3. Choose a pre-designed template or start from scratch: Elementor offers a library of professionally designed landing page templates that can save you time.
  4. Customize the template: Use Elementor’s drag-and-drop editor to add your own text, images, and buttons. Adjust spacing, alignment, and animations to make it visually appealing.
  5. Integrate with third-party tools: Connect your landing page to email marketing platforms like Mailchimp or ConvertKit to capture leads effectively.
  6. Optimize for conversions: Ensure your CTA buttons are strategically placed, use contrasting colors, and test different variations to improve conversion rates.
  7. Make it mobile-friendly: Elementor provides responsive design options, allowing you to adjust the layout for different screen sizes.
  8. Publish your landing page: Once satisfied, hit the “Publish” button, and your new landing page is live!

Using a WordPress theme to create a custom landing page

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One of the biggest benefits of using a theme for your landing page is that it provides a cohesive design while maintaining site-wide consistency.

Many themes come with built-in features tailored for landing pages, such as pre-designed layouts, advanced customization options, and seamless integration with other WordPress functionalities.

  • Choose a landing page-friendly theme: Some WordPress themes, such as Astra, Divi, and GeneratePress, are designed to make landing page creation easy.
  • Use built-in templates: Many themes provide ready-to-use landing page templates, saving time on layout design.
  • Customize with the WordPress editor: Themes often come with options for adjusting fonts, colors, and layouts directly in the WordPress Customizer or the default WordPress block editor.
  • Ensure responsiveness: A good theme should offer mobile-friendly designs to provide a seamless experience across devices.
  • Optimize for conversions: Place CTAs strategically, minimize distractions, and keep the design simple to improve user engagement.

Using a theme can be a great solution if you want to create a landing page without relying on additional page builder plugins while still maintaining design flexibility.

Below is a step-by-step guide on how to create a landing page using the Divi theme:

  • Install and activate the Divi theme: Purchase and download the Divi theme from Elegant Themes, then install and activate it via the WordPress dashboard.
  • Create a new page: Go to ‘Pages’ > ‘Add New’ and name your landing page.
  • Enable the Divi Builder: Click the ‘Use Divi Builder’ button to access its drag-and-drop editor.
  • Choose a pre-made layout or build from scratch: Divi offers numerous landing page templates that you can customize, or you can start from a blank page.
  • Customize the layout: Use Divi’s modules, including text, images, videos, and call-to-action buttons, to design an engaging landing page.
  • Optimize for mobile: Adjust spacing, fonts, and button sizes to ensure your landing page is fully responsive.
  • Connect integrations: If needed, link your landing page with email marketing services like Mailchimp or CRM tools.
  • Preview and publish: Review your design on different devices, then click ‘Publish’ to make it live.

Creating a landing page manually (with code)

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One of the main benefits of coding a landing page manually is the complete control it provides over design and functionality.

Without relying on third-party plugins there’s less bloat, which can improve site speed and performance.

Additionally, coding from scratch allows for a cleaner, more optimized structure that meets specific business requirements without unnecessary features. Unlike using a plugin or theme, building a landing page manually does not rely on pre-made templates, meaning every aspect of the page can be fine-tuned to meet specific requirements.

While this method allows complete customization, it also requires knowledge of HTML, CSS, PHP, and JavaScript, making it a difficult option for users without technical knowledge.

The process is also time-consuming, as every element must be built from scratch rather than using a pre-made template.

Finally, maintaining and updating a custom-coded landing page can be more complex compared to using plugins or themes, especially when WordPress updates might require adjustments to custom code.

Steps to create a landing page manually in WordPress

  1. Create a child theme:
    • Navigate to your WordPress installation directory.
    • Inside wp-content/themes, create a new folder for your child theme.
    • Add a style.css file and functions.php to ensure your modifications and child theme do not affect the parent theme.
  2. Create a new landing page template:
    • Inside your child theme folder, create a new file named page-landing.php.
    • Add the following template header to the file:<?php /* Template Name: Landing Page */ ?>
  3. Modify the template structure:
    • Remove unnecessary elements like the header, footer, and sidebar to create a distraction-free layout.
    • Use custom HTML and CSS to structure the page.
  4. Style the landing page:
    • Add custom CSS in style.css to enhance the design.
    • Example CSS:.landing-container { max-width: 800px; margin: 0 auto; text-align: center; }
  5. Add content and CTA:
    • Insert custom content, images, and a strong call-to-action.
    • Example:<div class="landing-container"> <h1>Sign Up for Exclusive Offers</h1> <p>Join now and receive exclusive deals and updates.</p> <a href="#" class="cta-button">Get Started</a> </div>
  6. Assign the template to a new page:
    • Go to Pages > Add New in the WordPress dashboard.
    • Name your landing page and assign Landing Page as the template.
    • Publish the page and view it to confirm the layout.

Landing page maintenance: continuous optimization and customization

Building a new landing page isn’t a one-and-done task.

Once you create a landing page, you need to maintain it so it keeps bringing new leads, clients, customers, and site visitors.

Here are some of the regular landing page-related tasks to add to your roster:

  • Monitor performance metrics: Use Google Analytics or other tracking tools to measure key metrics such as bounce rate, conversion rate, and average time on page.
  • Run A/B tests: Experiment with different headlines, CTAs, images, and page layouts to see which versions perform best.
  • Update content regularly: Keep your messaging fresh by adding new offers, testimonials, or visuals to maintain visitor engagement.
  • Ensure mobile responsiveness: Check how your landing page looks and functions on different devices, and make adjustments as needed.
  • Improve page speed: Optimize images, reduce unnecessary scripts, and use caching tools to ensure fast loading times.
  • Refine SEO strategies: Continuously update meta descriptions, keywords, and alt texts to keep your landing page ranking well in search engines.
  • Check integrations: Ensure that email sign-ups, payment gateways, and CRM connections are functioning correctly.
  • Analyze user behavior: Use heatmaps and session recording tools to identify areas where visitors drop off and make data-driven improvements.

Promoting your landing page on different platforms

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Creating a landing page is only the first step; the next challenge is driving traffic to it.

To maximize its effectiveness, you should actively promote your landing page across different platforms:

  • Share on social media: Platforms like Facebook, Twitter, LinkedIn, and Instagram are great for driving organic traffic to your landing page. Create engaging posts, use eye-catching images, and include a compelling call to action to encourage clicks.
  • Leverage paid advertising: Platforms like Google Ads and Facebook Ads allow you to target specific demographics and reach potential customers who are more likely to convert. Use keyword targeting, audience segmentation, and retargeting strategies to increase effectiveness.
  • Use email marketing: Send targeted emails to your subscribers promoting the landing page. Personalize the message, highlight the benefits, and include a clear CTA to drive engagement.
  • Collaborate with influencers: Partnering with influencers in your industry can help expand your reach and build credibility, increasing traffic to your landing page.
  • Optimize for SEO: Ensure your landing page is optimized with relevant keywords, meta descriptions, and internal links to attract organic search traffic.
  • Include links in content: Add links to your landing page in blog posts, guest articles, and website content to increase visibility and improve conversions.

Tracking and analyzing your landing page performance

Numbers don’t lie, and by examining your landing page data, you can uncover what’s working and what needs improvement.

Here’s how to track the performance of a landing page on your WordPress website to make sure it works the way you wanted.

Monitor key performance metrics

Understanding key performance indicators is essential to gauge how well your landing page is working. Here are some crucial metrics to track:

  • Bounce rate: The percentage of visitors who leave your page without taking any action. A high bounce rate may indicate that your content isn’t engaging or relevant enough.
  • Conversion rate: The percentage of visitors who complete a desired action, such as signing up for a newsletter or making a purchase. Low conversion rates suggest that your CTA or page design needs improvement.
  • Session duration: The average amount of time visitors spend on your landing page. Longer session durations indicate higher engagement.
  • User flow: The path visitors take through your site. Analyzing this can reveal bottlenecks where visitors drop off before converting. Look at bounce rates, conversion rates, session duration, and user flow in Google Analytics. A high bounce rate might indicate that visitors aren’t finding what they expected, while a low conversion rate suggests your CTA may need improvement.

Use heatmaps and session recordings

Heatmaps provide a visual representation of where visitors interact with your page, showing areas where they click, scroll, or ignore.

If key elements like forms or CTA buttons aren’t attracting attention, consider repositioning or redesigning them to improve engagement. Tools like Hotjar or Crazy Egg help visualize where users click, scroll, and drop off.

Optimize for mobile

With most web traffic coming from mobile devices, your landing page must provide a seamless experience across different screen sizes.

Ensure buttons are large enough to tap, text is easy to read, and forms are simple to fill out.

Page speed is another critical factor—use image compression and minimize scripts to prevent slow loading times.

Test your landing page on multiple devices to catch any design flaws that might frustrate mobile users and lead to high bounce rates.

Check mobile performance separately. If mobile users are bouncing at a higher rate than desktop visitors, you may need to improve responsiveness, button sizes, or page load speed.

Conclusion

The purpose of a landing page is to convert visitors into leads, customers, or subscribers.

Throughout this guide, we’ve covered the essential steps, from defining the purpose of your landing page to optimizing its design, refining your call to action, and promoting it on multiple platforms.

However you choose to create landing pages, WordPress offers the flexibility to create a high-performing page tailored to your needs.

Manage your WordPress site easier, with StriveCalendar.

With features designed to streamline content scheduling, automate updates, and track key performance indicators, StriveCalendar helps ensure your landing pages stay fresh, relevant, and effective.

Easily schedule A/B tests, plan content updates, and monitor your conversion rates—all from one intuitive dashboard.

Ready to take your WordPress landing pages to the next level?

Try StriveCalendar today and simplify your workflow while boosting your results!

Frequently asked questions

How do I create a simple landing page in WordPress?

To create a simple landing page in WordPress, you can use the built-in WordPress block editor or a page builder plugin like Elementor. If you want a more polished design, use a pre-built template from a page builder or your WordPress theme.

Is WordPress landing page free?

Yes, using the default WordPress block editor or free plugins like Elementor’s basic version. Many free WordPress themes also include landing page templates that you can customize. However, for advanced design features, integrations, and more customization options, premium themes or plugins may be required.

How do I make my WordPress homepage a landing page?

Go to Settings > Reading in your WordPress dashboard and select a static page under “Your homepage displays.” Choose your custom landing page from the dropdown menu.

How do I create a simple landing page?

Focus on a clean design with a strong message and a clear call to action. Choose a minimalist layout, add a compelling headline, concise text, and a CTA button that directs users toward the desired action. You can build it using WordPress, a landing page builder, or even code it manually for full control.