Did you know that WordPress powers 35% of all websites on the internet? It’s fast, customizable, and can be used to achieve any business goal. That’s why some marketers use it for one-pagers.
One-page WordPress websites are ideal for collecting leads, generating sales, or promoting other offers. However, these things won’t fall in your lap. You need to apply specific strategies to enhance your site’s user experience and performance.
Continue reading to learn the five best practices for optimizing a single-page WordPress website.
What’s the goal of your one-page website? Is it to collect leads? Drive sales? No matter what your intentions are, it needs to remain as the focus. Adding too many options to a website can confuse readers and distract from what matters. That’s why using a simple navigation and footer is recommended.
Look how Hotjar does this on their website:
Users have no other pages to click, ultimately pushing them towards the big red sign up button. The entire page’s experience is engineered to—once again—achieve the main goal.
We recommend that you first think of your main KPI: registrations, sales, leads, etc. Then, audit what pages on your website play the biggest role in helping reach that. Only include those in the navigation or further down the page.
2. Specific calls to action (Especially above the fold)
A call to action, also known as a CTA, is a single word or sentence that tells users what to do. They have been proven to increase conversions up to 202% for one simple reason: it removes as much thinking from the process as possible. After all, the easier it is to get to the point of sale, the better.
See how HubSpot has a clear call to action above the fold of their website?
This helps readers take immediate action upon visiting their site. And, that’s another important thing to consider: place a call to action above the fold of the page to further increase conversions.
Calls to action you can try yourself include:
- Buy now
- Learn more
- Schedule a consultation
- Call today
I suggest experimenting with what words or phrases generate the most clicks through A/B split testing, as well.
3. Create an exciting and clear headline
If users visit your website and don’t know what it’s about quickly, they’ll probably bounce. You can avoid this by writing a clear and unique headline. In fact, it’s been found that 6 out of 10 readers only skim titles. That means your headline needs to be very eye-catching to generate clicks.
There are several techniques you can use to achieve this. The first being urgency. This makes readers feel like they need to read the rest of the page or they’ll miss out on a great deal. You can achieve this by incorporating words like:
- Don’t miss out
These imply that there’s something amazing ahead that the reader needs to check out. Otherwise, they’ll be late to the party. Look how this Medium article uses “Don’t Miss These” in its headline:
Secondly, effective headlines should be useful; readers should know exactly what they’re going to learn from the title alone. This prevents confusion and increases CTR as you are addressing a very specific audience’s interests. Use exact numbers, percentages, and sum up the value proposition of the page to do so.
Humans are extremely social creatures. That’s why it should be no surprise that 84% of consumers trust reviews as much as a friend’s recommendation. Don’t you, as well? Think about the last time you purchased something. You probably read testimonials, researched social media, etc.
That’s also the reason social proof works so well on WordPress websites. This is achieved through what we call trust indicators. After all, a customer has to trust you to buy a product, opt in to an email list, and so forth.
Trust indicators you can use on your website include:
- Reviews and testimonials
- Client logos
- Achievements and awards
- Compliance icons
Look at Backlinko’s one-page lander to see what I mean:
They use a logo bar made up of famous publications to build trust with readers before they subscribe to their email list.
5. Capture users before they leave
The reality is that nearly all users leave a website without taking a single action. Imagine all of the opportunities slipping through your fingers! However, it doesn’t have to be that way. This is because you can capture users before they exit.
This gets them into your digital marketing funnel where you can promote offers, keep in touch, and build a relationship.
How? Email marketing. Despite it being one of the oldest channels, it’s still incredibly effective. As a matter of fact, email marketing has a 42x ROI on average.
Use an email marketing plugin like Mailchimp to embed a form on your WordPress website. Navigate to the “Add Plugins” page and search for “Mailchimp” or another if you wish.
Click the “Install Now” button and activate it afterward.
Then, visit the plugin’s form section and follow the setup wizard.
Have a clear value proposition, such as getting the latest updates, a free e-book, or another on the form to maximize subscribers.
You will then be able to embed the form via a shortcode or directly through the plugin itself.
Do you want to get the most out of your WordPress website? Then you need to begin applying the best practices you learned today.
That begins with optimizing the navigation and footer to be simple and minimal. This will prevent users from being distracted away from the main page and navigating elsewhere. Include little to no links in the header navigation. Place policies, terms of services, and other mandatory pages in the footer.
Next, sprinkle in clear calls to action. These should appear every time a user scrolls, continually inspiring them to make the next move. They also need to be easy to understand and specific.
Writing headlines works in the same fashion. Use urgency and utility to craft a page title that gets readers excited to keep reading.
Social proof like testimonials, trust badges, and awards need to appear on the page, as well. This builds authority and trustworthiness with the audience.
Lastly, don’t forget to capture users. There are many free and paid email marketing plugins that will embed an opt-in form directly into WordPress pages. Use this as a way to continue the conversion off of the website.
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