Best Practices For A High Converting WordPress Website

WordPress is a widely used content management system (CMS) that allows users to create comprehensive and visually dynamic websites. It is the most popular open-source platform for building websites, and for good reason. However, simply building a WordPress website is not enough to ensure that it will lead to true business results. To achieve that, you need to adhere to trusted best practices that focus on converting website visitors into customers.

Whether you choose to create a WordPress website by coding or use a WP site builder like Elementor, you need to address and implement the following best practices to make your website high-converting.

First, perfect the art of engaging-but-non-intrusive pop-ups. You do not want to leverage an average pop-up builder and have it trigger as soon as people visit your WordPress website. This will likely disrupt the user experience and end up costing you revenue. Instead, use a customizable pop-up builder with a wide range of configurable triggers to set specific triggers based on user behavior and interaction. This will result in your pop-up ads actually capturing interested leads right when they are primed to convert. No longer an annoyance, your pop-ups are now an extremely valuable conversion tool.

Second, gate content strategically. B2B sites typically gate specific pieces of content, such as research-based PDFs, to qualify leads. Gating content in a way to get tangible results requires strategic thinking. The key to your success lies in finding a perfect balance. You want your content to facilitate lead gen, but you do not want to scare visitors off by portraying yourself as a subscription-based content platform unless that is your business model. Use a WordPress pop-up builder to require key submission information without burdening those who fill it out with endless fields.

Third, examine YouTube embeds vs. video hosting platforms. Video is a powerful tool for boosting conversions. It is a more engaging media format than text, audio, or still images. Embedding a YouTube video is always an option, but whether it is the best option for you depends on your website's focus. If your website focuses on professional services or B2B solutions, a specialized video hosting service with analytics and powerful customization features may offer better results than a free option like YouTube. Video content takes up a great deal of space and bandwidth, which means misconfigured video players drag down website performance and hurt conversions. Most professional marketers choose to embed videos they have hosted through a separate professional video hosting platform. Most notable video hosting platforms offer extensive integrations with WordPress. Unlike with YouTube embeds, video hosting platforms enable you to untap your videos’ true conversion potential by arranging for a form to popup on any given video and stipulate its continued play time with the viewer filling it in.

Fourth, integrate with other digital marketing tools. Successful companies know that a great website is non-negotiable, but it is just one tool in a well-oiled martech stack. If you are B2B, you will likely be leveraging a variety of other platforms, such as CRMs and various sales enablement software. Your WordPress site has to be fully integrated with these complementary tools. Luckily, almost all major CRMs integrate with WordPress. The ease of connecting each platform to your site will depend on the WordPress website builder you choose. You can experience a number of native integrations, or the integration process will typically entail a simple API token exchange.

In summary, creating a high-converting WordPress website is possible by following best practices. These practices include perfecting the art of engaging-but-non-intrusive pop-ups, gating content strategically, examining YouTube embeds vs. video hosting platforms, and integrating with other marketing tools. By doing so, you can achieve a conversion rate that exceeds the industry average and ultimately turn your website visitors into customers.

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