WordPress is awesome, don’t you think?
I mean, millions of people use WordPress every day to create their websites, whether it’s for business or for personal use.
10+ years ago even, getting a website up and running for your business was almost impossible without spending thousands of dollars in developer and designer fees.
These days, anyone can build a website themselves with WordPress and all the wonderful themes and plugins currently available.
Anyway, enough of me ranting about how wonderful WordPress is, instead, I want to talk about your lead capture page.
First of all, do you have one? And if you do, how well is it converting for you?
Whether you do or don’t have a lead capture page, in this post, I’m going to share with you 12 amazing tips that are going to help you create the best possible email opt-in page for your WordPress website.
By the way, when I talk about “lead capture pages” or email landing pages, I’m referring to the dedicated static email opt-in pages you have on your website.
If you haven’t created one yet, this is simply a page where you can send your visitors to. Perhaps to learn more about your freebie offer and to obviously get them to signup.
Here’s an example of a simple static lead capture page I built for one of my clients.
OK so before begin creating or improving your email lead capture page, you need to be clear about a few very important objectives, let’s take a look at these first.
Objective one: Clarity
Your first objective is to be clear about what action you want people to take on your email landing page, so that means you need to have a goal in mind.
Yes, I know the obvious goal would be to get people to signup, right?
But why stop there, you might want…
- People to signup to your list and that’s it… Or,
- People to signup and be referred to your free offer download page… Or,
- People to signup and be taken to your exclusive members-only content page (free online course, videos, podcasts etc)… Or,
- People to signup and be taken to your exclusive members-only discount page for your products or affiliate offers, and so on…
If you’re using an incentive (such as a free information product) to entice people to get onto your email list, that’s perfect. An incentive can help you convert more visitors into subscribers, ultimately helping you to complete your conversion goal more effectively.
Remember, as it is important to be clear on what action you want people to take on your lead capture page, you also need to be clear about “what’s in it for them”. Which is why incentive offers works very well with opt-in pages.
Objective two: Research
Your second objective is to do some good old fashioned research, especially if you have zero ideas as to where to start with creating your email opt-in landing page, or how to do it even.
Look at other blogs and find out what those other folks are doing, here’s a few things you can dig on when researching:
- Where have they placed their signup form(s) on the page?
- How are they linking to their email lead capture page? I.e. from the menu, sidebar, footer, call-to-actions with links placed in content etc.
- How much content do they have on their landing page?
- How have they organized the content for their landing page? I.e. are they organizing their content with short paragraphs, lists, bullet points, quotes, images, videos, captions etc.
- Are the images relevant and eye-catching?
- How fast does the page load?
Research as much as you can on what other folks in your niche are doing. Don’t copy whatever you do, the idea is to get inspired to come up with your own unique content and conversion optimized design.
If you need help with landing page design, click here.
OK, so now that you have your goal set and you’ve done your research, you’re inspired, right?
It’s time to start creating your lead capture page in WordPress.
I want to tell you quickly about the tool I use to build my email lead capture pages. The tool I use is called Thrive Content Builder, and it comes with a host of pre-designed email landing pages. You can use these, tweak them to suit your website and your conversion goals and drop them straight into your WordPress website. Click here to learn more about this plugin.
Right! So finally, here are my 12 top tips to help you with designing and building your email lead capture page in WordPress.
12 Lead Generation Page Building Tips
#1. Use a static page and not a blog style page
If you’re not too sure what a static page is, it’s simply a page created in WordPress that doesn’t have a time stamp or any tags or categories allocated to it. it is simply a still page if you like.
Static pages are awesome for building evergreen content (Content that rarely needs updating and content that can be accessed anytime from your site’s main navigation menu).
Pages such as your site’s contact page, about page, services page, products pages, sales pages can all be created using static pages.
#2. Make the landing page permalink short and sweet
Keep your landing page permalink or URL short and relevant. Here are some examples:
Why must you do this?
Well, for one simple reason:
- A short URL is easier for people to remember. And if they remember it, they can come back to it later, or recommend the link to a friend and so forth.
#3. Create a compelling ‘action’ headline title
When creating a powerful headline for your email lead capture page, make sure it’s relevant, honest, actionable and compelling.
Tell your visitors exactly what your lead capture page is about and what it is offering. Here’s an example of this:
‘Signup and get instant access to your FREE website conversion guide today’.
Use this tool to help you come up with your own compelling headline title.
#4. Have good copywriting
Quality copywriting matters, yes, even in an email landing page.
If you’re unable to create good compelling copy yourself, consider hiring someone to do it for you.
Unbounce has a great collection of articles on landing pages, click here to learn how to write great landing page copy.
#5. Keep it short and sweet
Whilst it’s essential that you have good copy when creating your email lead capture page, at the same time you don’t want to go overboard with your content.
Keep in mind these three little pointers below.
- Don’t give your audience tons of stuff to digest so that they become bored, overwhelmed or distracted…
- Don’t have so much content in one place that your readers are forced to scroll down your ‘never ending page’ to get to the juicy bits of your content or your signup form even.
- Keep everything short, sweet and to the point.
#6. Use bullet points in the right places
Bullet points are powerful in a way that they help you to organize important pieces of information into digestible chunks.
When creating your lead capture page content, use bullet points to highlight a few of the reasons WHY people should signup, however, just make sure you’re using them in the right places.
Check out the following awesome post by Brian Clark on Bullet points.
#7. Place your opt-in form close to the top of your page
Your opt-in form or signup form should be visible without your readers having to scroll too far down to find it. This will help your conversions greatly.
If you have a lot of content on your landing page, consider placing your signup form several times on the page, i.e. at the top, one in the middle and perhaps one at the bottom.
#8. Remove conversion crushing distractions
An email opt-in landing page shouldn’t be surrounded by other content elements. These are just conversion crushing distractions.
Consider removing the sidebar, main menu and footer section from your lead generation pages, you really don’t need them. You can do this simply by changing the default layout to full-width content for your page. Or, by changing the default template to ‘landing’. See image below.
#9. Use video content
Adding video content to your landing page could not only help you connect with your potential subscribers on a personal level, but it can also help boost your conversions like you’d never imagine.
Insivia reported that adding video content to landing pages can increase conversions by a whopping 80%!
#10. Use images correctly
A picture is worth a thousand words… So, make use of powerful and ‘relevant’ images in your lead capture page.
Even if it’s just a simple image of your free incentive. You could even add a nice faded background image on your landing page. Experiment with a few and see what you come up with.
#11. Be personal
A great way to convince people to signup to your email and get your offer is by being personal with them in a friendly and approachable manner.
Be genuine and authentic. Share something that people can relate to, you’d be surprised how incorporating some personality into your landing page copy can do wonders for your conversions.
#12. Be clear about spam and give options for opting-out
Spam is horrible, I’m talking about the tinned stuff. I should know because my mother used to feed it to us as children.
Email spam is just as bad I can tell you, so be clear and let your potential subscribers know how much you hate Spam too.
Let them know that you 100% respect their privacy at all times, and give clear advice and instructions on how they can opt out at any time should they wish to.
Chris Ducker keeps things simple with a clear message about respecting users privacy on his landing page opt-in form.
Rounding things up
Well, I hope you’ve found this post extremely useful, and the 12 tips I shared above useful too.
Remember, if you need help with your lead capture page or email opt-in page and forms design, I’m here to help you. Check out my design services page for more details.
Or if you have a genuine question about YOUR landing page, please email me using the contact page here.