What Are Opt-in Pages? (And How to Write One That Converts)

The goal of this post is to tell you more about what an opt-in page actually is and provide actionable steps on how to write one that converts more browsers into email subscribers/leads.

What are opt-in pages?

An opt-in page is a landing page on your website where someone gives permission to become a lead in your business. Typically, users opt in to receive various offerings such as lead magnets, newsletters, or even scheduling a call. These pages play a pivotal role in growing your email subscriber list and expanding your reach.

Things to consider for a high-converting opt-in page

Your opt-in page should include:

  • Headline: Craft a compelling headline that grabs attention and entices visitors to keep reading.
  • Copy: Clearly explain the benefits of accessing the information or opting in for the resource.
  • Form: Only ask for essential information, such as first name and email address, to minimize friction.
  • Call to Action: Make it crystal clear what action visitors need to take to opt in, and use a button that encourages clicks.
  • Design: Ensure your page looks visually appealing and aligns with your brand to make a positive first impression.
  • Mobile-Friendliness: Optimize your page for mobile devices to accommodate users landing on it from smartphones.
  • Mockups: Provide visual representations of your lead magnets to give visitors a clear idea of what they'll receive.

Writing opt-in pages that convert

Crafting opt-in pages that drive conversions involves several key steps

  • Know Your Audience: Dive deep into understanding the specific audience you want to attract.
  • Create a Valuable Lead Magnet: Develop a lead magnet that directly addresses a pressing issue or offers a quick win for your ideal client. Ensure it aligns with your paid offerings.
  • Highlight Benefits: Focus on communicating the benefits of your lead magnet, emphasizing what's in it for them rather than just listing features.
  • Set Clear Expectations: Clearly outline what visitors can expect by signing up and how they'll receive the promised content.
  • Keep It Concise: Given short attention spans, especially for new visitors, keep your messaging brief and avoid distractions like excessive pop-ups and unrelated links.

Looking for more copy tips?

If you’re wanting to refine your messaging and improve your opt-in page, check out the below

8 Tips for Optimizing Your Opt-In Page to Maximize Lead Generation

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About the Writer

Megan Taylor is a copywriter, messaging expert, and founder of The Copy Template Shop. Since 2016, she’s helped hundreds of online entrepreneurs find the right words to authentically connect with their dream clients, so they can build a thriving business that allows them to stand out, serve, and sell with ease.

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