While there are a variety of places to display your lead magnet sign-up form, you should always have a dedicated opt-in page for it. This is a page solely dedicated to encouraging your audience to sign up to receive your offer. Opt-in pages, also called squeeze pages, are the most effective way to convince your audience to take you up on your offer. It’s your chance to explain the benefits of your offer to your audience without any distractions from other content.

When designing your opt-in page, here are a few best practices to follow that are proven to have high conversion rates from visitor to subscriber:

Minimalistic Is Best – People have a short attention span, so something too drawn out can turn them off quickly. Alleviate distractions by keeping the opt-in page to the point and focused purely on what they’ll receive. You only have about 2 seconds to get and keep people’s attention, so use it wisely.

Promise Something Amazing – Grab your visitors’ attention with your headline. Make big promises, but also exceed their expectations. Don’t blow smoke. Promise something that they can’t live without that you know they want and need.

Offer Social Proof – If you have a lot of followers on Twitter, and likes on Facebook, install widgets that show this on your opt-in page. In addition, put excerpts of trusted reviews.  Add — with permission — buyers’ logos, URLs, and email addresses. Insert video and/or written testimonials too.

Explain How Valuable Your Offer Is – Always remember the rule: Benefits over features for your opt-in page. People are first interested in what’s in it for them. Then they’ll move on to wanting to know some features. Tell them the value of what they’re getting when they subscribe.

Tell Them What to Do – Your calls to action should be explicit and descriptive so that people know exactly what they should do next. It often increases conversions to include the benefit again in the call to action.

For example: “Click Here to End Disorganization Now” or “Yes, I Want to Stop Procrastination Now”

Make It Simple to Opt-In – Put the form “above the fold” and don’t make visitors scroll down a mile long page to get to the good stuff.  Additionally, don’t ask for too much information. At the most, ask for a first name and email address or just their email address. The more information you ask for, the lower your conversion rate will be. Remember, once they’re on your list you can always get more information later.

Reassure Them – Always let people know that you will not share their information. This is known as a privacy policy, and it will help reduce objections. It’s also required to have a link to your privacy policy at the bottom of the page if you’re planning to drive people to your opt-in page via places like Facebook.

Use Proven Designs – Rather than trying to design an opt-in page from scratch, use templates and designs that have already proven to work for other people.  LeadPages is a platform that will provide templates ranked by conversion rate. Plugins such as OptimizePress offer a multitude of templates that have also been proven to convert.  There’s no need to do it all yourself or hire an expensive designer.

Finally, don’t forget that your audience matters. You considered your audience when creating the lead magnet, now you need to bring that same attention to your lead page.

Examples of Opt-In’s That Work

To give you a few ideas to spark your opt-in creativity, take a look at these sample pages:

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Use these samples for inspiration only. You’ll want your own opt-in page to be unique and to reflect your own brand and personality.

Here’s a simple series of steps you can follow to create an effective opt-in page.


  • Select a proven design template to use for your opt-in page. You can use a tool like Lead Pages or a plugin like OptimizePress, or just research proven ones online and pick a design you like.
  • Craft your headline with your audience’s primary need in mind.
  • List the benefits of your offer.
  • List the features of your offer.
  • Collect your social proof.
  • Express the call to action clearly.
  • Integrate the code from your auto responder, such as Aweber, Get Response, or Mailchimp, with your opt-in page. Alternatively, you can design a simple form in your auto responder and insert the code on your page.
  • Ensure the design of your opt-in page matches your brand.


Learning Activity:


  1. Draft your opt-in page content. In addition to the examples shown in this module, consider researching how other successful companies in your field designed their opt-in pages. Be sure to include the following:
    1. Enticing Headline
    2. Benefits (results they’ll get)
    3. Features (specifics of what they’ll get)
    4. Social Proof
    5. Specific Call to Action
  2. Select a tool for creating and publishing your page, whether it’s html code, a platform like LeadPages, or WordPress (along with a plugin like OptimizePress). If you’re not sure which tool to use, just focus on the content of your page for now. We’ll discuss more tools in the next module.
  3. Once you have your actual opt-in page set up, insert the code for your email list form into your opt-in page so that people will be added to that specific list when they sign up. Follow the instructions for whatever tool you’ve decided to use.
  4. Test your opt-in page.