Creating Landing Pages for Marketing

This article explains how to create dedicated landing pages for your marketing campaigns using WordPress.

What Is a Landing Page

A landing page is a standalone web page designed for a specific marketing campaign. Unlike your main website pages, landing pages focus on one goal: getting visitors to take a specific action like signing up for a newsletter, downloading a guide, or booking a consultation.

Creating Your Landing Page

Step 1: Add a New Page

Log into your WordPress admin dashboard and click "Pages" then "Add New". Give your page a descriptive name like "Free Business Guide" or "Book Consultation".

Step 2: Design Your Page Content

Landing pages work best when they're simple and focused. Include:

A clear headline that matches your marketing campaign
A brief explanation of what you're offering
The benefits to the visitor
One clear call-to-action button
Social proof like testimonials if you have them

Use the WordPress Block Editor to add text, images, and buttons. Keep paragraphs short and use bullet points to make information easy to scan.

Step 3: Add a Contact Form

Most landing pages need a way for visitors to get in touch or sign up. Create a contact form with only the essential fields. Too many fields will put people off.

For lead generation, usually just name and email address is enough. For consultation bookings, you might also ask for phone number and preferred contact time.

Step 4: Remove Distractions

Landing pages should focus visitors on one action. Consider creating a page template without your main navigation menu, or ask your theme developer how to create a distraction-free layout.

Remove sidebar widgets, footer links, or other elements that might take visitors away from your main call-to-action.

Step 5: Set Up Tracking

To measure your landing page's success, you'll need to track conversions. This means setting up goals in Google Analytics to count form submissions or phone calls generated by the page.

Step 6: Test Before Launch

Before sending traffic to your landing page:

Test the form submission process
Check how the page looks on mobile phones
Verify all links work correctly
Ask someone else to review the page for clarity

Making Your Landing Page Effective

Keep your headline specific and benefit-focused. Instead of "About Our Services", try "Get 50% More Website Visitors in 30 Days".

Match your landing page message to your marketing campaign. If your Facebook ad promises a "Free Marketing Checklist", your landing page headline should mention the same checklist.

Test different versions of your page. Try different headlines, button colours, or form lengths to see what works best for your audience.

If you're still stuck with creating your landing page, contact Web60 support for help with WordPress setup or technical issues.

FAQ

Q: How is a landing page different from a regular website page?

A: Landing pages focus on one specific action and remove distractions like navigation menus. Regular website pages provide general information and link to other parts of your site.

A: Yes, when you create a page in WordPress, you choose whether to add it to your menus. Landing pages are usually not included in your main navigation.

Q: How many landing pages can I create?

A: You can create as many pages as you need on Web60. Each marketing campaign or offer can have its own dedicated landing page.

Q: Should my landing page have the same design as my main website?

A: Your landing page should match your brand colours and fonts but can have a simpler layout. The goal is to reduce distractions while maintaining brand consistency.

Q: How do I get people to visit my landing page?

A: Landing pages are typically promoted through paid advertising, email campaigns, social media posts, or QR codes on printed materials. The page URL should be easy to remember or share.

Q: What's a good conversion rate for a landing page?

A: Conversion rates vary widely by industry and offer type, but anywhere from 2-10% is typical. Focus on improving your page based on user feedback rather than comparing to industry averages.

Q: Can I use my landing page for multiple campaigns?

A: It's better to create separate landing pages for different campaigns. This allows you to customize the message and track which campaigns perform best.