In this post, I’ll share with you 13 tips for creating a powerful, conversion-optimized email opt-in page for your WordPress website, as well as share links to useful tools and resources.
WordPress is such an awesome platform.
I mean, I’m just one of the millions of people out there creating websites with WordPress, whether it’s for business or for personal use.
Way back in the day, getting a professional looking website set up for your business would cost you a small fortune, and most people back then didn’t really know how to do it themselves.
For starters, we just didn’t have tools or technology that exists today. Today, almost anyone can build a website themselves with WordPress.
When it comes to creating landing pages in WordPress, however, well, it just doesn’t get any easier.
We have all these wonderful visual-editing, drag-and-drop tools, conversion tools, and all the rest of it at our disposal, there’s really no excuse.
Talking about landing pages, I want to ask you two very important questions specifically regarding your “email lead capture page”.
Do you have one? And, if you do, how well is it converting for you right now?
If you don’t have an email opt-in landing page, then why not?
Every online business should have in place measures with which to capture email leads.
So, whether you do or you 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 conversion-focused email opt-in page for your WordPress website.
What is an email lead capture page?
Really? Skip this part if you don’t need to learn what an email lead capture page is…
I appreciate that not everyone reading this will know what an email landing page is. So here goes.
When I talk about “lead capture pages” or email landing pages, I’m referring to a dedicated static page on your WordPress website where you have your email opt-in form, marketing message and content, incentives, and your calls-to-action strategically organized.
This is simply a page where you can send your visitors to so they can learn more about your free valuable incentives, and to hopefully signup for them.
Here’s an example of a simple static lead capture page I built for one of my clients.
Here’s my email lead capture page below.
Right, so before you begin creating a new, or, improving your current email lead capture page, you need to be really clear about a few very important objectives.
Let’s take a look at these first.
Objective one: Research
Your first objective is to research, especially if you have no idea as to where to start with creating your email opt-in landing page, or how to do it even.
What I recommend you do in this instance is to take a look at how other bloggers and marketers have their email landing pages set up on the web properties.
Grab yourself a pen and paper whilst you’re researching and make notes. Here are a few things you can dig on –
- Where have they placed their signup form(s) on their landing pages?
- How and where are they linking to their lead capture page from? I.e. from the nav menu, sidebar, footer section, calls-to-action with links placed in content, etc.
- How much content do they actually have on their email landing page?
- How have they organized the content of their landing pages? I.e. are they using short paragraphs, lists, bullet points, quotes, images, headers, etc. Also, are they using videos on their landing page?
- Are they using any relevant images, graphics, and other relevant visuals?
- What kind of incentives are they using to attract new subscribers and how are those incentives aligned with the website’s goals?
- How fast does the page load?
Research as much information as you can on what other peeps are doing. Don’t copy, though, whatever you do, just research.
The idea is to get inspired to come up with your own unique landing page design, content structure, and incentives.
If you need help with landing page design, click here. I’m here to help you.
Objective two: Clarity
Your second objective is to create complete clarity in your mind as to what you want people to do when they arrive on your email landing page.
What action do you want folks to take asides from signing up for your email newsletter?
If all you want is people to signup for emails then that’s fine, leave it as that. However, you might want to reward your new subscribers with something more than just weekly email updates.
You might want people to… –
- Sign up and be redirected to your free amazing ‘one-time’ offer, or incentive download and thank you page.
- Sign up and be taken to your exclusive members-only content page.
- Sign up and be given free and exclusive access to your members-only discount page where you have your own products or affiliate offers.
- Sign up and be redirected to a series of steps where they can benefit from more than once incentive. For example, a free eBook, followed by a free 20-minute video course, followed by a special discount page.
If you’re using any kind of info-product based incentive to entice and reward people to get onto your email list, that’s perfect.
Incentives can really help you convert more visitors into subscribers, ultimately helping you to complete your conversion goal more effectively.
That’s what you need to be clear about from the word go. And, your landing page visitors need to experience the same kind of clarity too.
Remember, they’re going to land on your page and ask themselves –
What’s in it for them?
What am I going to benefit from signing up other than more emails sent to my inbox?
Overdelivering on the value goes a long way.
OK, so now that you’ve done your research and you have a clear goal in mind for your email landing page, you’re ready to make a start.
It’s time to start creating your lead capture page in WordPress.
OK, so finally, here are my 13 top tips to help you design and build a powerful email lead capture page in WordPress.
13 Critical 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.
Static pages are awesome for creating evergreen content, amongst other types of content.
Pages such as your site’s contact page, about page, services page, product pages, sales pages can all be built using static style pages.
#2. Keep your landing page permalink short
Keep your landing page permalink (or URL) short, sweet and relevant. Here are some examples:
Why must you do this?
Well, for one very simple reason:
- A short URL is much easier for people to remember. And if they are able to remember it, they can come back to it later or recommend the link to one of their friends and so forth.
You should also try and use an action word in your landing page permalink, such as – ‘/signupnow’ or ‘/getonboard’ or ‘/iwantin’.
I’m sure you can think of some better ones than those.
#3. Create a compelling ‘actionable’ headline title
When creating a headline for your email lead capture page, make sure it’s relevant, actionable and, of course, compelling enough.
- Relevant – Tell people exactly what your landing page is about and what they will get.
- Compelling – Make a promise that will turn your visitor into a subscriber.
- Actionable – Tell people to take action, not to delay and signup now. Consider creating a sense of urgency.
Here’s an example of a relevant, compelling, and actionable title:
‘Signup and get instant access to your FREE website conversion guide today’.
You can use this tool to help you come up with your own compelling headline title.
#4. Have exceptional landing page copy
You made your headline title stand out, now you’ve got to back it up with some exceptional landing page copy.
Provide more information about your irresistible offers and incentives, as well as explain to your potential subscribers what they can expect to get by being a valued subscriber.
Tell people what they’ll benefit from by receiving your timely email newsletters, grabbing your incentives, etc.
If you’re unable to write some good landing page 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 your copy short and sweet
Whilst it’s essential that you have good informative copywriting for your email landing page, at the same time, you don’t want to go overboard with the content.
Here are three things to keep in mind –
- Don’t give your audience tons of stuff to digest so they get bored, or overwhelmed, or worse, distracted…
- Don’t save the best for last. Give the best bits right away.
- Make your content scannable. Use short paragraphs, and avoid using too many technical words or phrases.
#6. Use bullet points in the right places
Bullet points can be powerful in a way that they help you to organize important pieces of information into digestible chunks. They are perfect for landing pages.
In fact, I’m pretty sure that during your research you found quite a few email landing pages using bullet points, right?
When creating your lead capture page content, use a few bullet points here and there to highlight a some of the reasons WHY people should signup.
Remember, though, just make sure you’re using bullet-points in the right places and that you’re not adding too much content to each of your bullet points.
Check out the following awesome post by Brian Clark on the use of 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 visitors having to scroll too far down the page to find it.
This will help with improving your conversion rates too because some folks don’t need over-convincing to signup, especially if your headline and marketing message is spot on.
If you decide to 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. Eliminate distractions
Your email landing page visitors shouldn’t be distracted by anything other than your landing page content.
I would highly recommend removing the sidebar, primary navigation menu links, and footer section from your lead gen pages, those really don’t need to be on there.
One easy way to achieve all of the above is by changing the default layout to full-width content for your actual landing page. Or, by changing the default template to ‘landing’. See image below.
If you’re using a landing page design tool like Thrive Architect, your landing page will have all of those conversion crushing elements removed anyway.
#9. Use video content
Adding a video to your email landing page can do several amazing things for you.
- Videos help to add that all-important human element, helping you to make that positive personal connection with your visitors and potential subscribers.
- Videos have the potential to increase your conversion by 80%.
#10. Use high-quality and relevant images
A picture is worth a thousand words… So, make use of quality and ‘relevant’ images in your lead pages.
Even if it’s just a simple image of your free incentive, maybe an eBook cover artwork. You could even add a nice faded background image into your landing page. Just experiment with a few visuals and see what you come up with.
Once again, the Thrive Architect plugin was designed to help you create the best looking landing pages for your WordPress website. I highly recomend you check it out.
#11. Show them your friendly face, be authentic
A great way to convince people to signup to your email newsletter and to grab your incentives is by being friendly and approachable.
What better way to do that online than by showing your friendly face.
Remember, always be genuine and authentic. Share something that people can relate to, you’d be surprised how throwing in 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 disgusting stuff, I’m actually talking about the tinned stuff by the way. I have absolute horrid childhood memories of eating spam sandwiches for lunch at school, yuk!
Email spam is not much better, I can tell you, so be clear and let your readers know how much you hate Spam too.
Let them know that you 100% respect their privacy at all times, and give clear instructions on how they can opt-out at any time should they wish to.
Chris Ducker keeps things very simple with a clear message about respecting users privacy on his landing page opt-in form.
#13. Testing your landing page
Lastly, no email opt-in landing page can be fully optimized for driving conversions without doing some A/B split testing.
Seriously, you can design the best looking, fastest loading lead capture page ever and still see depressingly low conversion rates.
So how can you test your landing pages?
Well, if you’re using the Thrive Architect plugin to build your landing page, there’s an add-on plugin called Thrive Optimize which will give you all the tools you’ll need to do A/B split testing.
It’s a wrap!
So peeps, that’s it. I hope you’ve enjoyed reading through these 13 tips, and more importantly, I hope you’ll take action and put some of them to work.
Remember, if you need help with your lead capture page or email opt-in page design and CRO, I’m here to help you. Check out my design services page for more details.
Best of luck.
Affiliate Disclaimer: This post may contain affiliate links to products or services that I use in my business and therefore recommend. This means if you click on an affiliate link and make a purchase of a product or service, I may earn a small commission, at no additional cost to you.