UNIT 2.

Website & Landing Page Basics

1.1 Domain & Hosting Basics
1.2 Introduction to WordPress
1.3 Landing Pages & Their Role in Campaigns
1.4 Mobile Optimization & UI/UX Basics

1.1 Domain & Hosting Basics

Godaddy,hostinger,hostgator,i

A domain name is the readable address people type in their browsers to visit your website. It
replaces the need to remember complex IP addresses (like 172.217.5.110) by giving your site
a human-friendly identity.

🔹 Key Characteristics:

 Definition: A domain name is a unique, user-friendly string of text that maps to a

numeric IP address of a website.
 Example:
o example.com
o google.com
o amazon.in
o nasa.gov
 Usage: If someone types www.google.com, the domain name system (DNS) directs
their browser to the server where Google’s website files are hosted.

🔹 Registration Process:

To use a domain name, you must register it through an accredited Domain Name Registrar.
These are companies authorized to sell domain names.

 Domain names are typically registered on an annual basis and need to be renewed
periodically (every 1, 2, 5, or 10 years).
 Uniqueness: Each domain name is globally unique—no two websites can have the
same domain name.

🔹 Where to Purchase Domain Names:

Here are some well-known Domain Registrars:

Registrar Website Notable Features

User-friendly, good for

GoDaddy www.godaddy.com beginners, frequent
discounts

Affordable pricing,
Namecheap www.namecheap.com privacy protection
included
 Registrar Website Notable Features

Clean UI, easy to

Google Domains (Now domains.squarespace.c
integrate with Google
under Squarespace) om
services

Offers free domain with

Bluehost www.bluehost.com
hosting plans

Competitive pricing with

Hostinger www.hostinger.in
bundled offers

Good support for Indian

BigRock (India) www.bigrock.in
customers

🔵 What is Web Hosting?

While the domain name is like the address of your home, web hosting is the plot of
land where your house (website) is built. It provides the physical space and
technology needed to store and serve your website files (HTML, images, videos, etc.) to
visitors.

🔹 Key Characteristics:

 Definition: Web hosting is a service that stores your website's files on a server and
makes them available on the internet 24/7.
 Functionality: It ensures that users anywhere in the world can access your website at
any time.

🔹 Types of Web Hosting:

Hosting
Description Best For
Type

Shared Multiple websites share a Small

Hosting single server personal/business sites

VPS
A server is divided into virtual
(Virtual
units with dedicated Medium-sized websites
Private
resources
Server)

Dedicate
You get an entire server High-traffic, resource-
d
exclusively for your website heavy websites
Hosting

Cloud Resources are spread across Scalable websites and

 Hosting
Description Best For
Type

Hosting multiple servers (the cloud) startups

Manage
d
Hosting optimized for Bloggers, WordPress
WordPre
WordPress websites users
ss
Hosting

🔹 Where to Purchase Web Hosting:

Some top-rated Web Hosting Providers are:

Hosting Provider Website Notable Features

Hostinger www.hostinger.in Affordable, fast, easy to use

www.bluehost.co Great for beginners, WordPress

Bluehost
m integration

www.siteground.c Excellent customer support,

SiteGround
om performance

www.a2hosting.co Developer-friendly, turbo

A2 Hosting
m speeds

www.dreamhost.c
DreamHost Reliable, transparent pricing
om

BigRock (India) www.bigrock.in Indian servers, local support

AWS/Amazon Web Highly scalable, used by

aws.amazon.com
Services enterprises

✅ Combo Tip: Many providers like Hostinger, Bluehost, or GoDaddy offer a free
domain for the first year if you buy their hosting plan — ideal for beginners starting a new
website.

🟢 Why You Need Both

You need both a domain name and web hosting to run a website:

 Domain name helps people find your site.

 Hosting stores your actual website content.
  Think of it like this:

🏡 Your domain is your house address.

Your hosting is the house where everything is kept.
🌐 The internet is the road that connects everything together.

1.2 Introduction to WordPress

WordPress is one of the most popular platforms for building
websites, from simple blogs to complex e-commerce sites.
WordPress is a user-friendly platform that empowers anyone to
build and manage attractive websites. WordPress is a powerful
tool that lets you create and manage the content on your
website, all without needing to write a single line of code.
What is a CMS (Content Management
System)?
A Content Management System (CMS) is a software application
or platform that allows users to create, manage, and modify
digital content without requiring specialized technical
knowledge. CMSs are designed to simplify the process of website
and content management by providing intuitive interfaces and
tools for content creation, editing, organization, and publishing.
What is WordPress?
WordPress is a free, open-source content management system
(CMS) that allows you to create and manage websites easily.
Originally designed for blogging, WordPress has evolved into a
versatile tool that powers millions of websites worldwide.
Why Choose WordPress?
 Free and Open-Source: You don't have to pay a dime
to use WordPress! It's completely free to download and
use, making it an accessible option for everyone.
 Beginner-Friendly: Unlike coding-heavy website
creation methods, WordPress boasts a user-friendly
interface. An intuitive dashboard lets you manage your
website's content with ease, even for those with no prior
experience.
 Highly Customizable: WordPress offers a vast selection
of themes, which act like website templates. These
themes allow you to choose the perfect design for your
 website, whether it's a sleek portfolio, a vibrant blog, or a
full-fledged online store.
 Extendable with Plugins: Plugins are like mini-
applications that add extra functionality to your website.
Need a contact form, a social media feed, or an online
booking system? There's likely a plugin for that! With
thousands of plugins available, you can tailor your
website to fit your specific needs.
 SEO-Friendly: WordPress is built with search engines in
mind, making it easier for your website to be discovered
online. This is a huge plus for businesses and bloggers
who want to attract more visitors.
Key Features of WordPress
 Themes: Easily change the design of your website with
thousands of free and premium themes.
 Plugins: Extend the functionality of your site with
plugins for SEO, e-commerce, security, and more.
 Gutenberg Editor: Introduced in WordPress 5.0,
Gutenberg offers a block-based editing experience that
simplifies content creation.
Getting Started with WordPress
There are two main ways to use WordPress:
1. WordPress.com: A free, hosted platform that allows
you to create a website with a subdomain (e.g., [invalid
URL removed]). This is a great option for beginners, but
customization options are limited.
2. Self-Hosted WordPress: This gives you complete
control over your website. You'll need to purchase web
hosting and a domain name, but this opens doors to
endless customization and functionality.
How does WordPress work?
WordPress, like other web content management systems, relies
on a dynamic database to store content and website structure
information. With WordPress, you can create and manage any
type of website. Examples of WordPress implementations
showcase its versatility.
 E-commerce Websites: WordPress is great for e-
commerce websites due to its robust structure and
content categorization abilities. Choosing the right theme
can help create one of the best e-commerce websites.
Visit this link for one of the largest clients.
 Educational/Library Websites: One of the most
important features of WordPress is the ability to manage
 and categorize documents and other assets, making it
suitable for creating and running library websites. By
implementing DMS and using WordPress, one can
develop library websites, such as this one.
 Personal Websites: Whether it's a small website
showcasing your portfolio or a daily blog, WordPress is
undoubtedly one of the best platforms to showcase your
talent. It offers dedicated sections for content and an
overall user-friendly experience.

What is a landing page?

A landing page is a standalone web page created specifically for a marketing

campaign. It’s where visitors “land” after clicking on a link in an email, a paid
social ad, or a paid search ad.
Unlike web pages, which typically have many goals and encourage exploration,
landing pages are designed with a single focus or goal, known as a call to
action (or CTA, for short).
It’s this focus that makes landing pages the best option for increasing the
conversion rates of your marketing campaigns and lowering your cost of acquiring
a lead or sale.
Here’s where landing pages might fit into your marketing funnel:
As you can see, the landing page exists after prospects at the top of the funnel click
a link in an ad, email, or anywhere else on the web. It’s where the conversion (like
a purchase, signup, or registration) will take place.
In this post we’ll explore the main benefits of landing pages and answer some
common questions. By the end of this page, hopefully you’ll love landing pages as
much as we do.
Let’s go!
 Landing pages vs. homepages
 The different types of landing pages
 How to drive traffic to your landing pages
 Frequently asked questions about landing pages

The key difference between a

homepage and a landing page (or
why landing pages are so frickin’
good at converting)
Below we’ve got a homepage and a landing page laid out side by side. See how the
homepage has tons of links and the landing page has only one? That’s pretty
typical.
While the homepage has dozens of potential distractions—you can basically call
’em “leaks” instead of links—the landing page is super focused. Having fewer
links on your landing page increases conversions, as there are fewer tantalizing
clickables that’ll carry visitors away from the call to action. That’s why expert
marketers always use a dedicated landing page as the destination for their traffic.
Sure, the homepage looks amazing. It shows off the brand, lets people explore a
range of products, and offers additional info about the company and its values.
From here, a visitor can go anywhere—apply for a job, read some press releases,
review the terms of service, post on the community boards, etc.
But they won’t necessarily make a purchase. And that’s the point.
The landing page for this customer serves a completely different purpose. Paired
with super slick ads that promote a single offer, everything about it works hard to
turn these visitors into customers. It’s doing a better job to convert the traffic the
brand’s already getting. That’s the power of landing pages!
What are the key elements of a
successful landing page
A successful landing page drives conversions by guiding visitors toward a specific
action. Each component should work together to create a seamless experience that
captures leads or drives sales. Here’s a breakdown of the essential elements that
make a well-designed landing page.

A clear and compelling headline

Your headline immediately grabs attention and explains the page’s purpose. It
connects directly to the visitor’s intent and the ad or link that brought them there.
Keep it short, impactful, and focused on the main value or offer.

Focused and concise content

Content should clearly explain the value of your offer in a simple, digestible way.
Use bullet points or short paragraphs to highlight key benefits. Avoid unnecessary
details that could distract or overwhelm your audience.

A strong call to action

A clear and visually prominent call to action (CTA) drives visitors to act. Use
direct, action-oriented language like “Get started” or “Download now.” Place the
CTA above the fold and repeat it strategically as visitors scroll.

An optimized form
Forms should be short and only request essential information to minimize friction.
A simple design with clear labels improves usability and increases conversions.
Test variations to find the best format for your audience.

High-quality visuals
Images or videos enhance the page by supporting the message and highlighting key
benefits. Use relevant and professional visuals, avoiding clutter or unnecessary
graphics that detract from the offer.

Social proof and trust signals

Elements like testimonials, reviews, or trust badges build credibility and reassure
visitors. Highlight customer experiences or recognizable logos to establish
authority and reduce hesitation.

A mobile-friendly design
Ensure your landing page works seamlessly on mobile devices. Use responsive
layouts that adapt to different screen sizes. Make forms and CTAs easy to interact
with on smaller screens to capture leads effectively.
Role of landing page in Campaigns
Landing pages are crucial for campaigns as they are specifically designed to convert visitors
into desired actions like leads or sales. They focus on a single, clear call to action, eliminating
distractions and providing a tailored experience that aligns with the campaign's message. This
targeted approach significantly boosts conversion rates compared to directing traffic to a
general website homepage.

Here's a more detailed breakdown of the role of landing pages in

campaigns:
1. Increased Conversion Rates: Landing pages are optimized to
guide visitors towards a specific conversion goal, such as filling
out a form, making a purchase, or signing up for a service. By
focusing on a single action and providing a clear call to action,
they increase the likelihood of users completing the desired task.
2. Targeted Messaging and Relevance: Landing pages allow
marketers to tailor content and messaging to specific audience
segments and campaign objectives. This ensures that visitors see
information that is relevant to their needs and interests, making
them more likely to convert.
3. Reduced Bounce Rates: Landing pages are designed to be
engaging and relevant, encouraging visitors to stay on the page
and explore further. By providing a seamless and focused
experience, they minimize distractions and reduce the chances of
users leaving the page without taking action.
4. Improved Campaign Tracking and Analysis: Landing pages
provide valuable data insights into user behavior and
engagement, allowing marketers to track key metrics like
conversion rates, bounce rates, and time on page. This data-
driven approach enables marketers to optimize their campaigns
for better results.
5. Enhanced Quality Score (in PPC): In paid advertising
campaigns, landing pages play a vital role in improving the
quality score. A higher quality score translates to lower
advertising costs and better ad positions, leading to more efficient
and effective campaigns.
6. Building Trust and Credibility: A well-designed landing page can
help build trust and credibility with potential customers by
providing clear information, social proof (testimonials, reviews),
and a professional presentation. This can be crucial in
encouraging users to take the desired action.
7. Supporting Diverse Campaign Goals: Landing pages can be
used to support various campaign goals, including lead
generation, product promotion, event registration, and more. By
creating tailored landing pages for each specific objective,
marketers can maximize their campaign's effectiveness.
In conclusion, landing pages are a vital component of successful
marketing campaigns. Their ability to drive conversions, improve
campaign performance, and provide valuable data insights makes
them an essential tool for any marketer looking to achieve their
campaign goals
Mobile optimization and UI/UX are crucial in digital marketing
because they directly impact user experience, engagement, and
conversion rates. A mobile-friendly design ensures your website
or app is accessible and enjoyable on all devices, enhancing user
experience and contributing to higher conversion rates and brand
loyalty.
Mobile Optimization:
 Mobile-First Approach: Prioritize the mobile experience
when designing your website or app.
 Responsive Design: Ensure your website adapts
seamlessly to different screen sizes and devices.
  Fast Loading Speeds: Optimize images, code, and content
for quick loading times, as users expect speed.
 Clear Navigation: Make it easy for users to find what they
need on your site.
 Minimize Pop-ups: Avoid intrusive pop-ups that can
frustrate users.
 Mobile-Friendly Content: Use shorter paragraphs, clear
headings, and bullet points for easy readability on smaller
screens.
UI/UX Basics:
 User Research: Understand your target audience's needs
and preferences to create a user-friendly experience.
 Intuitive Navigation: Ensure users can easily find their
way around your website or app.
 Touch-Friendly Interface: Design for touch interaction,
making it easy for users to tap and interact with elements.
 Consistent Branding: Maintain a consistent look and feel
across all your digital assets.
 Accessibility: Design your website or app to be accessible
to users with disabilities.
 A/B Testing: Continuously test and refine your UI/UX to
improve user experience and conversion rates.
 Gather User Feedback: Collect feedback to understand
user pain points and areas for improvement.
 Conversion Optimization: Design your website or app to
guide users towards desired actions (e.g., making a
purchase, signing up for a newsletter).
 Visual Appeal: While functionality is essential, aesthetics
also play a role in user engagement.