An optin page is vitally important because you’ll use it to generate new subscribers and build your list.
Remember your goal is to keep growing your list. That is your audience. Give them value on a regular basis so you become their trusted advisor. People buy from people they know, like and trust!
So in this guide you’ll discover how to build a high-converting optin page.
Our goal is to build an optin page with about 25% conversion rate. That means we’ll get 25 leads from every 100 visitors. That’s fairly easy to accomplish if you apply the techniques on this page. You can do that even with beginner level copywriting skill.
We can increase that conversion rate further on by writing better copy or offering a better lead magnet.
Any good page building tool should allow you to easily build your optin page with all the required elements. I personally use Elementor (after trying maybe 6 different tools), but Thrive Architect is another very good one.
To build the 2-step optin box (the “popup” that captures the visitor’s name/email) you need an additional plugin. You’ll see actual examples of this below…
If you use Thrive Architect you can use Thrive Leads.
The best part is that your optin page should be super simple! In fact it should look like the following optin pages. You may notice a common theme.
As you can see these pages are pretty basic. The only thing missing in these screenshots is the footer section where you have links to Terms of Service, etc., but that’s pretty basic stuff.
I highly recommend you use this style for your optin page. Model those examples. As your skill improve you can split test and/or experiment with other variations.
The elements on this optin page are as follows:
So now let’s examine those elements, one by one…
What’s important is that every element that you see in those optin pages (the headline, bullet points, image and button) are visible without the need to scroll down.
So the user can see the whole optin page and click the button to subscribe, without having to scroll down. Very convenient. Less work for the visitors which will always make them happier. It’s a simple “trick” but it can make a difference in your conversion rate.
The section that a visitor sees without the need to scroll down is called the ‘Above The Fold’ section.
I suggest 3 main ways to improve your headline writing skill.
1 – Use a swipe file
This makes writing a headline so much easy. Some swipe files contain fill in the blank templates. They’re perfect for beginners, you just fill in the blanks.
If you don’t have a headline swipe file you can use the free resource below:
A swipe file is just a file containing headlines written by professional copywriters. You can model the headlines in your swipe file.
2 – Read more headlines
The more headlines you see and read the easier it will be to come up with new headline ideas. You’ll start to understand intuitively if your headline is good or bad.
Writing down great headlines using pen and paper is also a great exercise. Overtime you’ll start to get a feel for writing good headlines.
I used to write entire sales letters by hand as well, but this exercise is optional.
3 – Write Headlines
Last but not least through practice your headline writing skill, just like any other skill will improve.
Now here are two easy templates to help you write great headlines.
Template #1: Free Course/Video/Mp3 Reveals The Secret To [prospect’s desired end result]!
FREE Video Reveals The Secret To Sing Like the Pros
Free Video Reveals The #1 Secret To Read And Write Music
Free Video Reveals The Unusual SECRET To Develop
Your Intuition & Receive Direct Angelic Guidance
FREE Case Study Reveals The Secret To Build Successful Apps
Template #2: Specific Headlines
Use specific numbers, a specific amount of time or specific results. People love specifics.
How To Lose 14 Pounds In 10 Days
How To Get 12 Hours Out Of An 8 Hour Day
Free Book Tells You 17 Secrets Of Prize Roses
What The Travel Agent Won’t Tell You That Can
Save You 50%-70% On Your Cruise Vacation
Scientists Discover The Secret Scent
That Drives 3 out of 4 Women Wild
How To Look And Feel Great In Just
12 Minutes A Day With Gym-In-A-Can!
In my copywriting guide there’s a useful headline writing checklist with more headline writing techniques.
Now let’s look at how to write the bullet points.
The optin page template also contains 3 bullet points.
These bullet points should entice your visitors. They are short, just 1-2 sentences. Their objective is to make your lead magnet desirable.
A common way to write bullet points is to write about a specific benefit they’ll get from the lead magnet.
You know your audience and the ins and outs of your lead magnet. So you should know how it will help them, what benefits it provides and what problems it solves. You can write bullet points about those things.
You can use a bullet point swipe file too. CashCopyInSeconds™ contains a swipe file with 699 fill-in-the-blanks bullet points.
Here are some templates:
Template #1: Problem/solution template
In the bullet point first mention the problem and then your solution.
Template #2: So You Can…
This technique works by telling the visitor “what’s in it for them”. Everyone wants to know that, it’s the benefits they’ll get.
Instead of only saying “A free preloaded Mp3 player”, tell them what benefit will they get with this Mp3 player, what’s in it for them?
Template #3: Answer Objections
Make a list of all (or the top) issues, problems and objections that your lead magnet solves. Then write a bullet point around one of them.
Issue: It’s hard to write sales letter headlines from scratch…
Issue: Need to eliminate back pain fast without pain killers…
Template #4: Pluck Interesting Things
Another good method to write bullet points is to pluck out some really interesting things from your lead magnet and feature them in a bullet point!
Perhaps your lead magnet features the 7 Key Elements of striking photography… Pluck 1 of those elements, the best or most interesting one and use it as a bullet point.
You may have to rewrite your bullet point several times before you write a really good one. Some professional copywriters spend 30 mins to write a single bullet point.
In my sales letter guide there’s a section on how to write “killer” bullet points with more good ideas.
Once again with practice it becomes easier to write bullet points.
You can use Fiverr to find a freelancer to design your ecover. It’s not expensive but make sure you hire someone that has nice images in their portfolio and hundreds of positive ratings.
The image should represent the lead magnet you’re giving away.
You can search Google for ecover examples that you like and then tell your designer to make something like them. For example If your lead magnet is a checklist you can search for “checklist ecover” for several actual examples.
Remember as I’ve said in the Sales Funnel Strategy Guide the best converting lead magnets are usually checklists, swipe files, quick video or audio, templates and other quick to consume products.
So for your first lead magnet you may want to consider one of those formats.
Also you should choose a color for your business. My color is green, specifically this one: #008000. You can use your chosen color in your ecover. The more often you use it the better, prospects will start to associate the color with you. It’s branding.
The title of your ecover should be short.
Ideally (but not necessarily) you want to include the words checklist, swipe file, cheat sheet, recipe or whatever it happens to be in the actual name of the lead magnet.
So it becomes an actual thing that they get if they put in their email address.
Super Simple 20-Step Wedding Planning Checklist
Coming up with a title for your lead magnet is like writing a headline. In fact you can use a headline swipe file to write your title.
You can also look at a lot of good lead magnet title examples in and/or outside of your own niche. That should help you understand better how to write a good lead magnet title. Whenever I come across an optin page with a good lead magnet I bookmark it.
And you can also model their lead magnet titles. Transform the title into a fill in the blank template.
Potty Training Made Easy
Template: ______ Made Easy
If my lead magnet was a free guide to write headlines, the lead magnet title could be Headline Writing Made Easy
Here are some good lead magnet titles, and their corresponding template:
The Ultimate Social Media Swipe File
The Ultimate _______ Swipe File
7-day Meal Plan For Ultimate Pain Relief
__-day _______ For Ultimate _______
The Easy Way To An Obedient Dog
The Easy Way To _______
11 Point Perfect Sales Funnel Checklist
__ Point _______ Checklist
The Dos & Don’ts Of Facebook Ads
The Dos & Don’ts Of _______
The Ultimate Checklist For Productive Meetings
The Ultimate Checklist For _______
The button should open a “popup” that asks the visitor for their name and email address. This is known as a 2-step optin box. It’s proven to work better than if you put the name/email boxes directly on the optin page.
For the button color don’t use black or the same color you use for the headline. You want to use a contrast color so the button stands out and is easily seen. For example I use a blue button with my green headlines.
You can also make a nice hover effect on the button. So when user puts their mouse on the button they can see a slight change in color brightness, see examples below. For hover color use the same button color but make it slightly dimmer.
The text in the button should tell your visitors what to do, ask them to take action. The ideal text color is a white (bold).
When they click the button this “popup” box opens. Just tell them something straightforward like this…
“Enter Your Name And Email To Receive _____”
They clicked the button with the intention to optin, so they are already sold on the idea to optin, you don’t have do anything. Just tell them what to do…
I suggest you put an asterisks (just like the above example) and tell them they’re going to get your ecourse/newsletter/follow up emails too. This is important to comply with the new GDPR optin-rules. You basically have to tell them you’ll also going to send them follow up emails (not just the lead magnet).
Remember to be consistent with the choice of colors. The button color of this “popup” should be just like the button on the optin page.
That’s all it takes to create a high converting optin page. Luckily for us a basic and simple design just as I’ve outlined on this page works best. We don’t have to overcomplicate it.
Of course the actual lead magnet you’re offering makes a big difference on your conversion rates. You have to make sure you’re giving your audience something they actually want.
More than 7 years ago Jack made his first few sales online as an affiliate marketer. His site ranked on Google for dozens of keywords, so later on, he built courses and software to teach his SEO "secrets". He also won a Flip Camera in an affiliate contest.
Now he reveals all the insights he's discovered throughout the years about Internet marketing, in his free guides and products!