WordPress Landing Pages: The Definitive Guide (2020)

Steve Allen

This is the ultimate guide to WordPress landing pages.

I’ll cover everything you need to know about landing pages in WordPress.

What’s their purpose, why you need one (or more than one), what they should include, how they generate leads, and how to create them fast without spending a fortune in monthly costs.

If you’re an entrepreneur or blogger and you want to grow your audience and build an email list on autopilot then you’ll love this guide.

Let’s get started.

What is a Landing Page and Why Use Them

A landing page is a single page with one goal in mind. To offer a lead magnet to your audience in exchange for their email address.

Technically, all pages of a website are landing pages because your website visitors can land on any one of them.

The difference though is that all the different page of your website have a different purpose, here’s a quick summary:

Home Page – Your home page should act as a visual table of contents for the rest of your website. It should clearly state the problems that your products, services or content solves for the target audience yo serve. It should link to other areas of your website for your visitors to learn more about how you can help them.

About Page – The about page is a more condensed version of the home page that focuses on the value you can provide to your target market. It’s also where you can talk a bit more about who you are and what your mission is, with a focus on being visitor-centric rather than the whole page is about you and your business.

Blog Pages – Blog pages are to be used to educate your audience on how to overcome the problems they may be facing and raise their awareness about the solutions you offer. Your blog’s purpose is to build trust with your audience so they subscribe to your email list or become a customer.

The above pages will usually have multiple calls to action, linking to other pages on your website, informing them about products and services, promoting lead magnets, and so on.

Landing Pages, however, have the benefit of being laser-focused in converting visitors into leads by offering them something for free (usually a lead magnet), in exchange for their email address.

This gives you a further point of contact to continue communicating the value of your products and services and convert them into customers.

Why Can’t I Just Use Other Pages to Collect Leads?

You can, but because these pages have many things going on, they usually won’t convert as well as a landing page.

When we use landing pages, we can take away all distractions and focus entirely on our offer with the intention to convert as many visitors to the page as possible. We can also measure the performance of our landing pages to increase our conversion rates through analyzing metrics and AB testing.

Elements of a High Converting Landing Page

By structuring your landing pages and including key elements, you’re able to clearly define your offer and convert more visitors who land on them.

To create a high converting landing page, you should focus on these key areas:


The design of your landing pages plays an important role in presenting information clearly and for optimal user experience (UX).


The copy on the page should clearly and concisely inform your visitors why they should fill out the form on the page and become a subscriber. You should focus on the pain points of the problem they might be experiencing and how you have the solution to this problem.

Opt-in Incentive

How does the opt-in or lead magnet incentivize the prospect? The lead magnet should be desirable enough for them to sign up for your email list. The best type of lead magnets is short – packed with a lot of value, like a checklist or cheat sheet that helps your audience overcome their immediate struggles.

Choose an Email Marketing Service

Email Marketing Services or EMS is a platform that you connect to your WordPress website and store the email addresses you collect.

They also handle lead magnet delivery, welcome sequences, automated newsletters, and manual broadcast to your subscribers.

There are many email marketing services to choose from, here are a few of my favoruites:

  • MailerLite
  • ConvertKit
  • MailChimp

All EMS platforms offer similar features and benefits and range from different price points. Here are the main features you’ll want to look out for when choosing your email marketing platform:

Collect Leads with Optin Forms – Many EMS platforms have their own email plugin to create opt-in forms and display them on your WordPress website by placing some code on the page. Typical opt-in forms include landing pages, popups, inline widgets, and so on. You’ll want to check the opt-in form types and templates each email marketing service offers that match your requirements.

Email Campaigns – Campaigns are the different ways in which you can send emails to your subscribers and how you can monitor their performance inside the EMS platform. Choose your EMS based on the campaigns they offer that suit your needs. The most common are welcome email series, triggered email series, newsletters, cart abandonment, and plenty more.

Automation – Like campaigns, automation are campaigns that you set up to be triggered when something else happens, like when someone opens an email or clicks a link. Likewise, you can set up multiple campaigns to work with each other to further nurture your audience on autopilot.

WordPress Integration – Each EMS platform offers integration with WordPress from basic connection to their platform to more advanced features like creating opt-in forms from within WordPress.

Lead Generation

To generate leads with your landing pages effectively, you’ll need to take a few things into account to make the most out of your efforts.

Here are the most important areas to focus on to generate leads successfully with your landing pages.

Getting Traffic to Your Landing Pages

Without generating traffic to your landing page and offer, it’s practically impossible to collect leads and grow your email list. The most common ways to generate traffic are as follows:

Ads – Running ads using Facebook, Google or other ad platforms will typically be the fastest way to grow an email list. This will require an investment upfront which might not be the best option if you’re on a tight budget, but you could always start small, refine your ads for better conversions and increase your budget as you go.

Email List – Another way to get traffic to your landing page is if you already have an email list and want to offer them a new offer or lead magnet. You could also ask your email subscribers to share your landing page with others that might benefit from your offer.

Content/Blog – Using your blog posts to point to your landing pages is an effective way to generate leads and a well know content marketing strategy. You will typically educate your blog readers to gain their trust and build awareness of your free offer, then direct them to your landing page for them to get a copy of it.

Social Media – You can use social media to direct your followers to your landing page to get more traffic and more subscribers. You can also share your blog posts on your brand’s social network accounts and if you’ve linked to your landing pages well, this can also generate some traffic to them.

The Type of Offer

The free offer if what you’re giving away to your website visitors for their email address. There are many types of offers you could use depending on the offer and business type.

Free Consultation – If you’re a service-based business or a consultant where you need to speak to the client first, you could offer them a free consultation directly from your landing page. You could collect their name and telephone number and even a day and time that’s best to call them. And you would also want to collect their email address as another way to follow up with them.

Lead Magnet – This is a common content marketing strategy whereby you offer a free piece of content in the form of a PDF cheatsheet or checklist that tackles a single problem your prospects might be facing.

Free + Shipping – This is a tactic used by eCommerce store owners where you can offer a product for free when they pay for shipping. Essentially, the cost of the shipping covers the cost of the product, and the main objective is to get a micro commitment (and email) from your customers, so you can market to your existing buyers instead of trying to convert non-buyers.

Content Upgrade – Most people like to solve their problems themselves by reading free content online and if your content provides massive value, they’re more likely to hand over their email to keep learning from you which becomes easier to turn them into customers over time.

Mini-Course or Email Sequence – If your audience is on the fence whether to buy from you or not, giving them a taste of how you can help them by first helping them with a video course or series of emails can build enough trust for them to invest in your training or product.

Conversion Rate Optimisation

Once you have something to offer your audience and you’re getting traffic to your landing page, you’ll need to measure your conversion rates.

Key metrics include the number of people who land on the page vs how many of them fill out and submit the form, how long people are spending on the page, the bounce rate of the page, how many people open the welcome email, and how many people download your free offer.

When you measure these metrics, you’re able to see where you can make improvements on your landing page, what you’re offering, the design and content of the page, the welcome email copy, and so on.

There are many free and paid tools you can use to track these metrics, but Google Analytics is a good place to start.

3 Ways to Add a Landing Page to WordPress

Embed Form Using Email Marketing Software

Email Marketing Services allow you to create opt-in forms that you can embed into your WordPress website. You can display popups, sidebar widgets, etc, and even embed these forms into your own pages in WordPress for a minimal cost solution for building a landing page.

Many of these services also give you the ability to create landing pages directly from within their platform. You don’t even need a website as you’ll direct your prospects to a custom URL.

Use a Page Builder

If you use a page builder to design your WordPress website, then why not utilize the page builder to create a landing page with a form you connect to your email marketing platform.

Many page builders come with these features and make it super easy with ready-made templates for building landing pages.

Use a Dedicated Landing Page Theme for WordPress

Some WordPress themes are created for the purpose of generating leads and come with built-in features for creating landing pages.

This means you won’t need any extra plugins or page builders to grow your email list.

External Landing Page builders

External page builders are dedicated services for creating your own landing pages. These landing pages are built and hosted on their platform and typically charge a monthly fee.

The benefit is that you can whip up a basic landing page fairly quickly without needing to create a website, but this might become expensive in the long run, depending on which service you use.

Simple WordPress Landing Page Templates with Elementor

If you’re already using WordPress or thinking about building your website with WordPress then I highly recommend the Elementor page builder.

For a low-cost fee, you can download the plugin and use it with almost any WordPress theme. Elementor even have their own theme you can use which is free.

You are then able to design beautiful pages for your website without learning any code.

You can either use the many templates they have to build out your website fast or custom design your site using the drag and drop editor.

Then you can use Elementor to create as many landing pages as you need.

To make a simple landing page with Elementor, follow these steps below:

  1. Install the free plugin from the Plugins page in your WordPress dashboard
  2. Go to the Elementor website and purchase the pro version
  3. Once you’ve added the Elementor Pro plugin, create a new page
  4. Click the Edit with Elementor button and you see the drag and drop editor
  5. Click the icon that looks like a folder and scroll through the templates
  6. You’ll notice many landing page designs you can choose from
  7. Chose a landing page and make sure you connect your EMS to the form
  8. You’ll also want to change the text and add an image of your lead magnet
  9. Set up a welcome email with your EMS platform with a link to download your lead magnet

And you’re done!


Now it’s over to you!

Hopefully, you know a lot more about how landing pages work, what it takes to make them successful, and how to create for your website or business.

Let me know in the comments how you intend to grow your email list with landing pages.

Steve Allen

Content Marketer
Steve is the guy behind Coffee Shop Blogger where he shares his passion for WordPress tech, digital marketing and smart ways to grow an online business.

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