Wanna know a secret?
No matter how good the landing page for your opt-in is, most people will never pour over every single detail. Why? Well, for starters, they’re scrolling through your resources, your weekly emails, and reading your opt-in page in the in-between. Stick around to see how to get more opt-ins fast.
What Is the “In-between?” They’re literally looking at your opt-in’s landing page as dinner is simmering on the stove, or while their teen is working through that math homework, or during the 10-minute break they have from back-to-back Zoom meetings.
Don’t freak out yet – I have some good news for you.
Your Opt-In page does not have to be super long or crazy complicated to entice people to sign up.
Your opt-in pages are at the top of your marketing funnel, which means they’re a critical part of your future client’s journey – but they’re designed to entice someone who is new to your world to “pay” you, not with cold hard cash, but with their email address.
Hopefully, before you start sharing the link to your opt-in page, you’ll have connected it with your ESP (Email Service Provider) so that the instant someone “opts in,” your landing page program notifies your ESP, which then sends them access to your free content that they just opted in for. And, if you’re really planning ahead, you’ll also make sure that your ESP (via an automation, of course) applies a tag that marks them as opting in to that particular offer so that (down the road) you can better market to their specific interests.
So what’s the actual goal? The goal is that your opt-in page tells the reader exactly why they need this specific thing to achieve their desired transformation in an easy, fast, new way.
It makes sense on paper…but in practice, how do you create an opt-in page that can do that (and isn’t 2,000 words long)?
My favorite method is to double down on the benefits and any details that are absolutely necessary so that as soon as someone lands on your opt-in page, they immediately understand exactly why this offer is the thing that is going to solve their problem.
That means that the top of your opt-in page or the “hero” section has to be concise and laser-focused on assuring them that your offer is “the one.”
Want to know how?
Simplify the Text
The top of your page (before you scroll) should address the reason that your “thing” is going to make the reader’s life easier – focus on the juiciest details & keep a button or form easy to access with a minimal need to scroll down.
Don’t Hide the Benefits
There’s no reason to bury the lead when you’re trying to grab someone’s attention (since research has shown you have 3 seconds to keep them interested!) – utilize a snappy hook (headline) at the top of your opt-in page so that they know they’re in the right place (you do not want someone to click a link on your Facebook post and feel like they ended up on Mars).
The goal is to make sure that they know they’re still In your world, so when you’re directing them to “click here to get the exact subject lines that I’ve used to get emails opened & read…”
Because once they click the link you shared, they are leaving the platform to go deeper into your world, and they need to know for sure that they’re In the right place:
Let’s break this page down:
1. The Hook
At the tippy top of your page:
- tell them the type of resource,
- the thing you’re promising them, &
- ask a question to keep them engaged (interested):
“What would you do with 32 Email Subject Lines that actually worked?”
2. The Headline
Just below the hook:
- what they want, &
- what’s possible (when they use your resource):
“What if people started reading (for reals!) your emails? What if you gained their trust? What if…they wanted to buy your stuff?”
3. The Sub Headline
After the headline:
- reinforce their dream outcome:
“You want more clients (& more $$$)…
…right?”
4. The Essential Details
Using short sentences, a (very) quick narrative or story, or bullet points:
- plant capability &
- provide benefit-forward explanation(s) of why they need this:
“Of course you do, you smart cookie, you!
You can have that, my friend – just download my cheat sheet, where I share 32 of the most tantalizing, clickable subject lines I’ve used in my business (& with my clients). These subject lines will help your emails get opened easily and effectively – every time.”
5. The Investment + An Enticing Button
These can be the same thing (i.e., get your free copy now!) or a quick sentence and button (totally your choice, my friend!):
- showcase the low investment (free!) &
- make them want to click:
“Did I mention they’re exactly $0?
GIMME GIMME, BREA!”
Now, you can absolutely stop with that…or you can include compelling client stories, a case study or two, or some testimonials, as I have on this opt-in page (but TBH, this is 1000% up to you and not required):
Now, you can absolutely stop with that…or you can include compelling client stories, a case study or two, or some testimonials, as I have on this opt-in page (but TBH, this is 1000% up to you and not required):
I’d love to know if this has helped you to rethink your opt-in page design – comment below & let me know!
