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9 Elements of a Landing Page That Converts

elements of a landing page

Having a landing page became a marketing prerequisite for any company that owns a website. They can bring more web traffic and inspire users to take the desired action on your page.

If you want to have a better conversion for your website, the marketing campaign that you want to start should be supported with a landing page. This is due to the landing page structure itself – created to be effective and actionable for the users.

To develop a WordPress landing page requires a different set of approaches in design and marketing than the other pages on your website.

There’s no such thing as a perfect formula to create a landing page. You will create your WordPress landing page according to your audience needs and goals.

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What Is a Landing Page?

A landing page is a webpage that is created to convert web visitors into leads and customers.

This is a page that gives you opportunities to capture the visitor’s attention and his/her information. When a prospect “lands” on the page he/she can either click on additional CTA link/button or fill in the lead capture form with their name and email address.

A proper landing page is directed towards a specific target audience and those that have already performed an action towards your brand such as click on an email link or opened a promotional link on social media. This is why it’s crucial to create a landing page that is exclusive to the intended audience.

Why You Need to Use WordPress Landing Pages

Your landing page can have a vital role in bringing web visitors and users to your business. Apart from collecting contact information from your leads, having a landing page for your service or product is beneficial to your company.

Related: 7 Reasons Why WordPress Perfectly Complements Enterprises

  • Lead Information – Every visit of leads that have left their contact information can provide you with more information about interested prospects. With the help of targeting and advertising, you can even offer the interested user an adjusted landing page with a new form to collect new valuable information. Every information that you can collect from can help you better segment your audience. The more you know, the better you can pitch your product.
  • Improve SEO – With every new landing page, a brand new page of your website gets indexed in search engines. This will lead to more opportunities to be shown in search results and more web traffic that came with the organic search. With an SEO-friendly WordPress landing page, you increase your chances to be found by people that are interested in your product/service.
  • Lead Flow – The more landing pages – the more leads. You need to direct your target customers towards your landing pages. This will bring more leads and as a result, you’ll have better conversion rates for your page. With a flexible and customizable WordPress landing page you can address the needs and questions of your target buyers and there are no limits to what you can do to make buyers take the desired actions.
  • Lead Engagement – Your WP landing page gives you the opportunity to track visitors and see who returns to the page to learn more about your products/services. These are the people that you want to target again and pass them to your sales team to convert them into customers. The more information your sales team has about your landing page visitors, the better solutions the team can provide when the prospect is ready to buy.

Related: 7 Effective Lead Nurturing Strategies to Boost Your Sales

What Makes WordPress Landing Pages Unique?

If you want to develop a professional-looking landing page that has unlimited room for changes and flexibility, then WordPress is the best way to do it.

Despite so many Content Management systems available on the marketplace, WordPress remains the most flexible solution for creating landing pages. Most of the landing pages that are created with WordPress have adopted a minimalistic design.

Every element that appears on your landing page supports the other. You need a landing page with a simple structure and a minimal design that focuses your page visitor towards the call-to-action. You can build your landing page directly from the WP dashboard or you can choose a landing page creator and implement the page in the CMS.

Related: Why Professional Companies Pay for Professional WordPress Maintenance?

The Key Elements of Converting WordPress Landing Pages

By now, you’re already aware of the significance of landing pages and how they can help you to increase your website conversion rate. The next thing is to know how to optimize your landing pages for conversion. We’ll look through each of the landing pages core elements and best practices.

1. (No) Navigation

When target visitors land on your page, you don’t want them to leave until they leave their contact information. To achieve that result, it is crucial to reduce your landing page’s navigational options to a minimum.

Your website menu and the sidebar should be hidden in order to keep their attention focused on the form and the CTA. Every additional link presents an opportunity for the users to exit the page.

Navigational links on your WP landing page won’t work because your landing page is not like the rest of the pages on your website and it shouldn’t look like the rest of the pages either.

Related: Should Your Remove Navigation from Your Landing Pages? Data Reveals the Answer

2. Clean and Strong Headline

Your landing page headline is the first thing that the users spot when they land on the page. Their further engagement with your page can depend solely on the headline. This is why it’s vital to have a clear, concise and strong headline for your landing page.

The headline should express your mission as comprehensively as possible. It is important to explain the product as easily and as simple as possible instead of using blatant sales words. Concisely tell your page visitors what they sign up for.

Examples of concise headlines would be:

  • “Sign up for our product demo.”
  • “Work Smarter. Use (Name of Tool).”
  • “Get the latest advice straight to your inbox.”

For greater effect, you can also use subheading under the main headline. This gives the user more information about what you have to offer and the benefits of your offer. Here are some great examples of great headlines with subheadings.

3. Value Statement(s)

Some of your landing page visitors will not be convinced just by the headline and subheading. With an additional value statement, you can explain what your product or service offers and why it’s beneficial for them to sign up.

With your value statement, address every possible question of your target customers. If you need more information to explain make sure that you break up your value statements into paragraphs or bullet points.

4. Compelling Imagery

Your landing page won’t convert only with a great headline and value statement. It also needs awesome imagery. The cliché “Image tells a thousand words” is true.

Needless to say, your images must be relevant to the content of your landing page. It gives the users something to match the content with and it will stick in their minds longer than the text. They will process images better than any other type of data on your page.

To execute your landing page imagery properly, you’ll need a strategy to use the image and direct users to the CTA. You can choose images that represent your solution, eBook, someone that uses your solution, graphic design for your offer or a discount, or a video on how to use the product.

The most important ingredient of your landing page imagery must be the emotion. You need to address your target users’ motivations and desires from the moment they land on your page. Users come to the landing page because they want to solve a problem. Whether they want to feel secure, loved or calm when they land on the page, you need to provide that feeling for them.

In order to place a high-converting imagery on your page, consider the following rules:

Stock Images

Everyone doesn’t have the budget to create unique designs and to reserve a photoshoot with photographers. If that’s the case (with your business), you can still use stock images that look authentic. There are websites that offer an excellent choice of stock imagery, such as Pexels or Unsplash.

When you choose a stock image, run it with TinyEye to check who else uses the photo. Additionally, make the images unique by using Photoshop or even free tools such as Canva where you can also add elements and letters to the image.

People Want to See People

This is true. People respond better to images with people. We are hardwired to respond to faces. It’s in the human nature. This is the reason why you should use human faces and expressions for your landing page imagery. The more similar the face to your target customer, the better.

Your target customers need to relate to the person in the photo. The connection between the headline and the image with people has to be perfect. This helps you, not only to increase conversion for your landing page but also, to help the users associate you with your brand.

5. Lead Capturing Form

Undoubtedly, the lead capturing form is the most critical element of your WordPress landing page. This is how you can collect information from visitors in exchange for what you have to offer. Without a form, you won’t be able to collect data that can help you market your products/services to potential buyers.

As a business person, salesperson or marketer, you’ll be naturally inclined to ask questions. But your website visitors, on the other hand, don’t want to waste too much of their time filling out a lead form. This means that you need to balance the number of fields in the form with your page UX and your business needs.

A shorter form is much easier for people to fill out. As a result, you’ll generate more leads. However, the quality of your leads can be increased if they’re willing to share more details with you by filling out a bigger form. Again, it all comes down to your business goals and the target customer’s experience.

6. Privacy Policy

When you ask for information from your landing page visitors, you need to explain to them how you plan to use that information and what will you do with all those emails and numbers. Security is a major problem, not to mention that people today are suspicious of businesses that sell email lists.

Examples of additional customer information besides name and email that your WP landing page can collect are:

  • IP Addresses of Users That Landed on the Page
  • The Time of Access by User
  • User’s Browser and OS
  • Where the User Came From

In general, the privacy legislation requires from you to notify your visitors that you collect the above data as well. This means that you need to have a link on your landing page that leads to your privacy policy agreement.

The best way to display your privacy policy on your landing page is right near the submit button of your lead form. You can also include a box that must be ticked before users can click the submit button.

7. Action Button Copy

The text on your action button is ultimately what makes people take the wanted action on your landing page. A word like “Submit” is a direct word, but more often than not, it’s a bad idea.

It is a really vague word that is overused and not convincing enough for users. You need to be more determined with your action button copy.

Instead of “Submit” tell your visitors what they’ll get when they click the action button. Use words like “Download e-book” or “Claim your coupon”, “Sign-up now”, “I’m in” etc.

8. Social Proof

How can you convince a user to submit their information when they land on your page for the first time? With testimonials and social proof, of course. They’d rather hear from someone else than try and trust a business that they see for the first time online.

Related: 14 Quick Steps to Building Social Proof For Growing Businesses

Social proof is associated with a positive feeling and influence, especially when web visitors learn that other visitors have done the action that is required on the page. If other customers and visitors are positive about your content, product or services, you can expect new page visitors to feel good as well.

9. Landing Page Speed

A landing page that converts is a fast loading landing page. This is particularly important for mobile site speed, as 53% of visits are abandoned if a mobile site takes more than 3 seconds to load.

A lazy-loading landing page will affect not only your conversion rate but your search engine rankings as well. Page speed is one of Google’s most important ranking factors and it’s crucial as the online world shifts to mobile-first indexing.

If you want to have a fast WordPress landing page, have the right-sized images – don’t use oversized images. Use the resolution you need and compress your images with ImageResize or TinyPNG before you use them in your landing page. Also, remember to go for the simplicity of design – fewer elements always mean more speed.

Wrapping Up

Now you have the basics, along with the key elements for a WordPress landing page, that convert. You can start building powerful landing pages that will be focused on conversion and building long-lasting relationships with your leads and customers.

Keep learning about the most important elements of your landing page and apply only the best practices to maximize the potential of your leads and your landing page conversion.

Never stop improving with your strategy, whether that’s through A/B testing, research, or surveys. This will additionally help you to offer the best possible experience and information on your landing page that will compel users to leave their information.

You’re prepared to create your WordPress landing page, so start bringing in those leads now.


  1. jolly patel says:

    Great blog! This article gave me a proper understanding of landing pages.

  2. Thanks for sharing this article on how to have a high converting landing page! I agree that having forms on your website is important. Quick question, though, what type of information should be included in lead forms?

    1. Mariela Kashukeeva says:

      The information you choose to include in a lead form should be sufficient to identify whether the lead is strong and likely to convert into a customer. A name + number or email can be enough initially. However, the fields and questions you include depend on the nature of your services and the purpose of the form. For example, you may only need an email if the lead form is about a newsletter or sending offers and promotions. In case you offer services like a consultation or site audit, you will need to include some questions that will provide more information about the specific problem.

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