Build a conversion-focused landing page

A landing page should support one audience, one offer, and one primary action. This recipe combines Page Builder, the design system, and POM Forms without turning the page into a second site navigation system.

Define the conversion

Before opening WordPress, write:

• the visitor and traffic source;
• the promise made before the click;
• the primary action;
• the information needed to decide;
• the evidence that reduces doubt;
• the success destination or confirmation.

Choose one measurable action such as submitting an enquiry, requesting a quote, booking the next step, or opening checkout.

Build the content sequence

1. Go to Pages → Add New.
2. Open Page Builder → Backend Editor.
3. Add a first row with one descriptive H1, supporting text, and the primary button or form.
4. Add only the sections needed for the decision: problem, outcome, benefits, process, evidence, objections, and final action.
5. Reuse the same configured POM button style for the primary action.
6. Use background media or motion only when it does not delay or obscure the action.
7. Save as a draft and preview the complete reading order.

Do not place competing buttons with different outcomes at the same visual priority.

Add a lead form

Create the form under Forms. Use stable field names, visible labels, explicit required states, a privacy clause, spam protection, and a confirmation that explains the next step.

Configure the administrator email route and test the actual recipient. If the form redirects, make the destination useful when revisited and do not depend on the redirect alone to communicate success.

Preserve campaign continuity

The page heading and first visible message should match the advertisement, email, or link that sends the visitor. Keep tracking parameters out of visible copy and never use them as authorization.

Configure translations separately when the campaign has language-specific destinations.

Verify the funnel

1. Open the campaign URL while signed out.
2. Use only the keyboard to reach and complete the action.
3. Submit missing, malformed, and valid values.
4. Confirm email or other supported action delivery.
5. Repeat below 992 px, 768 px, and 544 px with the on-screen keyboard open.
6. Check that cookie controls, sticky elements, or pop-ups do not cover the action.
7. Measure the public page after caches are warm.

Related guides

• Build your first page
• Reusable page patterns
• Form builder interface
• Privacy and consent