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.
Just 10 or so years ago even, getting a professional looking website up and running for your business was near impossible without spending a small fortune on a web design fees.
These days, anyone can build a website themselves using WordPress.
When it comes to creating landing pages in WordPress, however. Well, it doesn’t get any easier.
We have all the wonderful landing page building and conversion tracking tools at our disposal, there’s really no excuse.
Talking of landing pages, I want to ask you two very important questions regarding your “email lead capture page”.
Do you have one? And, if you do, how well is it converting for you?
If you don’t have an email opt-in landing page, why not?
Well, 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 convertion optimized email opt-in page for your WordPress website.
What is an email lead capture page?
By the way, just to be clear, when I talk about “lead capture pages” or email landing pages, I’m referring to a dedicated static page on your WordPress website where your email opt-in form, marketing content, incentives and your call-to-actions are placed.
This is simply a page where you can send your visitors to so they can learn more about your free offers, and to obviously 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.
OK, so before you 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: Creating clarity
Your first objective is to be clear about what action you want people to take when they arrive on your email landing page. In other words, you need to have a goal in mind.
Yes, I realize that your goal is to get people to signup, of course.
But why stop there? I ask this because you might want people to signup to your email list, and then…
- Be directed to your free amazing offer download page… Or,
- To be taken to your exclusive members-only content page (With maybe some free online course, videos, podcasts, etc)… Or,
- Be given access to your exclusive members-only discount page for your products or affiliate offers, and so on…
If you’re using an incentive (free information PDF) to entice people to get onto your email list, that’s perfect.
An incentive can really 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 can work really well with opt-in landing 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 websites in similar niches and find out what those other folks are doing with their email landing pages.
Here’s a few things you can dig on when doing your research –
- Where have they placed their signup form(s) on the page?
- How and where are they linking to their email lead capture page from? 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, using videos, captions etc.
- Are they using any relevant images and graphics?
- What kind of incentives are they using to attract their subscribers?
- How fast does the page load?
Research as much as you can on what other peeps are doing. Don’t copy, though, whatever you do.
The idea is to get inspired to come up with your own unique content, incentives and conversion focused landing page design.
If you need help with landing page design, click here. I’m here to help you.
OK, so now that you have your goal set and you’ve done your research, you’re ready to start, right?
It’s time to start creating your lead capture page in WordPress.
I want to tell you very quickly about the amazing tool I use to build my email lead capture pages. The tool I use is called Thrive Architect, and it comes with a host of pre-designed email landing page templates. You can either use these, tweak them to suit your website and to meet your conversion goals, and then drop them straight into your WordPress website. Click here to learn more about this awesome plugin.
So finally peeps, here are my 12 top tips to help you design and build your powerful email lead capture page in WordPress.
12 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 things.
Pages such as your site’s contact page, about page, services page, products 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 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.
#3. Create a compelling ‘actionable’ headline title
When creating a headline for your email lead capture page, make sure it’s relevant, honest, actionable and, of course, compelling enough.
- Relevant – Tell people 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.
So, once again, tell your visitors exactly what your lead capture page is about and what it is offering them. Here’s an example of a great 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 copywriting
You made your headline title stand out, now it’s time for you to deliver with some quality copywriting.
Provide more information about your amazing incentives, as well as explain to them what they can expect to get by being subscribed to your email updates and so on.
If you’re unable to create some 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 your copy short and sweet
Whilst it’s essential that you have good copywriting for your email landing page, at the same time, you don’t want to go overboard with the content.
Keep in mind these three little valuable pointers below –
- Don’t give your audience tons of stuff to digest so that they get bored, overwhelmed or even distracted…
- Avoid forcing your visitors to scroll down your landing page to see your offer or signup form.
- Keep everything short, sweet and to the point.
#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.
When creating your lead capture page content, use a few bullet points to highlight a few of the reasons WHY people should signup, however, again just make sure you’re using them in the right places and that you’re not adding too much content to each bullet point.
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
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. Remove any conversion crushing distractions
An email opt-in landing page shouldn’t be surrounded by other content elements. These are just conversion squashing distractions.
Consider removing the sidebar, main nav menu, and footer section from your lead generation pages, you really don’t need them.
By the way, 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 email landing page can do several amazing things for you.
- Videos helps to add that all-important human element, helping you to make that personal connection with your readers/subscribers.
- Potentially 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 and see what you come up with.
Once again, the Thrive Architect plugin was designed to help you create the best looking lead pages for your WordPress website, amongst other things.
#11. Show them your friendly face
A great way to convince people to signup to your email newsletter and get your offer is by being friendly and approachable. Or, just by showing your friendly, smily face.
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 horrid child hood memories of eating spam sandwiches for lunch at school, yuk!
Email spam is just as bad, 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 advice and 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.
Wrapping it all up
So peeps, that’s it. I hope you’ve enjoyed reading through this post, and more importantly, I hope you’ll put some of the above tips into work.
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, or any page on your website, please email me using the contact page here.
Best of luck.