HIGH-CONVERTING LEAD PAGES: WHAT’S THE SECRET?
The million dollar question: What makes a great lead page?
Before we get too far in, in case you’re not sure what a lead page even is, here’s a bit of a rundown.
A lead page – or opt in page, lead magnet page, sign up page, squeeze page – they’re all the names for a similar thing: A page your audience comes to when they’re signing up for your free thing. Your freebie might be an e-book, a masterclass, a video series, a checklist, a discount offer, a product…you get the picture. In exchange for the freebie the user enters their details and voila, they get the thing.
This is a very critical part of the list building process, as while you might have a signup form on your website you don’t want to send your audience directly there as they’ll just get distracted from all the other, beautiful things you offer.
But what makes a great lead page? At the end of the day, what it all boils down to is the KISS method: Keep It Simple Sweetheart (or Stupid, whichever way you look at it!).
All a lead page needs to do is work. That is the user needs to be able to put in their info – their name and their email address – hit the button, and that’s it. Of course, there needs to be a few other key components, which we’ll have a look at soon, but the long and the short of it is that a good lead page consists of a form that works and the user gets the thing.
Let’s have a look at some lead pages to see what makes them great.
LEAD PAGE TIP #1: STRONG HEADLINE
How do you feel when you see the word ‘Subscribe’ on a button? Does it make you feel like you’re going to be jumping into something awesome, or do you feel like you’re just getting another thing that will sit in your inbox?
Eirlie really taps into the personal and community aspect with the words “I’m In!” Stepping out of the box from the traditional ‘subscribe’ button really helps with people feeling connected to what they’re opting in for.
LEAD PAGE TIP #4: SHOW YOUR FREEBIE IN USE
LEAD PAGE TIP #5: CLEAR COPY
When you’re opting in to something, you want to know what the benefits are. Lennis really focuses on the benefits you’ll receive in her Wellness Bundle – I know because I instantly wanted to pop my own email address in that box! Appealing to your audience’s emotions is really powerful. It helps them to see just how much they need your thing.
LEAD PAGE TIP #7: LET THE INFORMATION DO THE TALKING
Sometimes it’s best to let the information stand out for itself. Anna has created a conversion table that will help you to bake recipes from all around the world. The information is right there in front of you, along with the sign up form.
Nb. Anna’s in Sweden, so if you visit her site, it will be in Swedish. You will need to have your browser’s translation service do its thing.
Although something different has been highlighted on each lead page, they are fundamentally the same. Each page has:
- A strong headline (subtitle optional)
- An image or description of what is on offer
- A strong call to action
- Minimal design
- Distraction free
A lead page is designed to convert. You don’t want to overwhelm your audience. All they need to see is the thing they want, and to sign up.
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