8 Principles of an Effective Opt-in Page

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The Life Coach's Tech Roadmap

The only 5 pieces of tech a coach needs to set up an online business without overwhelm.

5 simple website fixes to get more coaching clients

Five sure-fire ways to increase the number of clients you sign from your coaching website.

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Hey there

It’s Jennie Lakenan, certified life coach & consultant for your web design strategy needs. Over the last handful of years I’ve designed dozens of websites for coaches. My mission is to get more coaching into the world and help elevate the quality of life of humans at large by delivering expert custom website design and strategy to coaches.

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The Life Coach's Tech Roadmap

The only 5 pieces of tech a coach needs to set up an online business without overwhelm.

5 simple website fixes to get more coaching clients

Five sure-fire ways to increase the number of clients you sign from your coaching website.

Before I even get started on explaining how to create an effective opt-in page, I’m going to address the elephant in the room:

What is an Opt-in Page?

An opt-in page is a web page that compels potential customers to submit their email addresses in exchange for a valuable free resource they just can’t live without.

Never underestimate giving away free content. If the freebie is super-helpful and life-changing, it has the power to persuade somebody who is on the fence about hiring you to get down and become a paying client.

To offer them your freebie, however, you need to come up with an idea of what it is you’re offering on your opt-in page.

What can you offer as a freebie?

Your freebie can be a lot of things, including:

  • A PDF
  • Video
  • Webinar
  • Email course
  • Live training
  • A quiz
  • Audio recordings
  • An eBook

Or something else.

The main thing is that it offers your unique insight and is helpful to the potential client. So, don’t be afraid to give away your best-kept secrets.

For more, read my article, 10 Essentials for a High-Converting Freebie, which will give you lots of insight into creating yours. But before you do that, let’s cover what you clicked this article to read about in the first place.

8 Principles of an Effective Opt-in Page.

Once you know what you’d like your freebie to be, it’s time to work on your opt-in page. And to make sure it’s super-effective, here are eight tips for you to follow when writing yours:

1. Focus on a SINGLE call-to-action

Your opt-in should focus on a single goal with as few external distractions as possible. Every word you use must lead the reader towards the end goal of submitting their name and email address to get your freebie. That means there’s no link on this page to your blog or your about page.

The only thing the visitor can do on this page is enter their name and email address.

2. Create an attention-grabbing headline

The main job of your headline is to compel visitors to keep reading further down the page. So, spending as long as possible to get your page headline spot on is a good idea. I often draft a dozen or two potential headlines before choosing one (usually from the last 5 headlines on the list!).

In fact, even when you’ve finished writing your opt-in page, go back to your headline. When you write something and go back to it later, you often come up with something even better.

3. Make it ‘scannable’

The traffic coming to your opt-in page will likely be people unaware of your brand, which means they have no reason to invest time in reading your material.

So, how do you make it easy for them?

By using bullet points and bold text.

This little writing hack makes your content scannable and easy to read. Big blocks of paragraphs aren’t a great idea on an opt-in page.

4. Keep the word count down

Whenever possible, keep your opt-in page to less than 500 words. Remember, you’re trying to convince the prospect to give you their email address. The more “work” you make them do, the less likely they are to convert.

5. Use social proof

Don’t be afraid to use amazing testimonials that speak specifically to your ability to help customers reach the outcomes you’re promising.

6. Always speak to the benefits, not the features

Your potential clients only care about coaching features if they get a specific benefit that improves their lives. If you’re unsure of the benefit of a feature, use the “So what?” trick.

How do you do that?

Well, when you consider a feature, ask yourself the question: “So what?

For example, if your freebie is three tips for empty nesters to help them with the transition to no kids at home, the feature is the 3 tips. The benefit to them of reading the tips is that they live a happier, more fulfilled life as an empty-nester.

Keep your focus on the benefits, not the features, and your opt-in page is sure to really hook your prospects.

7. Deliver the resource immediately

Send the prospect the link to the requested resource via email ASAP. The easiest way to do this is by integrating your opt-in page form with an email marketing service.

This means you can set up an autoresponder that automatically delivers the resource without lifting a finger.

8. Make sure the page design is consistent with the rest of your funnel

Ensure the page headline, copy, colors, and overall design are similar to what the prospect sees BEFORE and AFTER seeing the landing page. It must be obvious that it’s the same brand and the same funnel.

Need help with your Opt-in page?

If you’re looking for help to create your funnel, I can help. I’ve designed hundreds of opt-in pages for my clients. If you need help designing yours, get in touch to see how I can help.

I hope this helps,


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