// Get the current state of the page visit $has_been_visited = get_post_meta(get_the_ID(), 'has_been_visited', true); if($has_been_visited != 'yes') { // This is the first visit // Update the custom field to mark that the page has been visited update_post_meta(get_the_ID(), 'has_been_visited', 'yes'); // Show the first-time visit content echo 'This is your special content for the first visitor!'; } else { // This page has been visited before // Show the regular content echo 'Welcome back! This is the regular content.'; }