Now that you have your opt-in form ready to add new contacts to your ActiveCampaign email marketing system, the next step is to create a page for your visitors with the form on it, so they can sign up.
This page is what we call your “opt-in landing page”.
Sometimes, you might also see this page referred to as a “squeeze page” (so-named because in some of the less scrupulous marketing circles it’s literally designed to “squeeze” someone’s email address from them).
Let’s stick with “opt-in landing page” 🙂
What Defines A Landing Page?
Technically, any page on your website or blog can be thought of as a landing page if it’s the first page someone sees on your website.
For example, if someone does a Google search for “wedding photographer” and your wedding gallery page shows up in the results, that page could be considered a landing page if she were to click on it in the search listing.
In fact, many marketers carefully craft landing pages designed to attract search traffic for a specific keyword.
However, the factor that makes a true landing page is that the page has a well-defined goal or purpose.
With that in mind, a regular blog post or a generic page on your site don’t meet the criteria, even though people may land on those pages from a search, links from other websites, or social media.
To be considered a true landing page in the marketing sense, the page must have a goal.
The Characteristics Of An Effective Landing Page
A landing page has a purpose, usually to get the viewer to complete an action of some kind.
For example, it could be to make a purchase, register for an event, sign up to an email list, or request a consultation, to mention but a few possibilities.
For your opt-in page to be effective at doing its job, it should try to adhere to some guidelines or best practices:
- The page should be as clutter-free as possible, and focused solely on the desired goal.
- The text should be clear, concise, and aimed at your intended audience.
- Choose a page template where you can remove all unnecessary page elements, such as sidebars, navigation, and footers.
- Any outgoing links should be removed to prevent “attention leakage”.
- Give your landing page a compelling title that communicates the ultimate benefits of your lead magnet.
- Include a brief description for the lead magnet and why they might need it.
- Outline the 3–5 top benefits of your lead magnet with bullet points.
- Make the opt-in form clear and obvious.
- Testimonials at the end can help to boost conversion.
- Provide reassurance that their information is safe and secure.
A Typical Opt-In Landing Page
Here’s a screenshot of one of my own opt-in landing pages where people can sign up to receive my lead magnet.
I’ve added notes to the side to highlight the purpose of each page element.
Obviously, your landing page will be specific to your photography business, but this should give you a framework to get you started.
Getting People To Your Opt-In Landing Page
Having created your landing page, the next step is to get people to visit it so they can sign up.
Since this is a “page” on your website, and not a blog post, it won’t appear in your list of blog posts, for example, so you’ll need to draw attention to it through various means:
- As a link in the menu navigation…
- From a link in a sidebar or footer…
- By using a graphical banner near the top (and/or bottom) of your pages and blog posts…
- By direct links (or as a button) inside blog posts and other pages…
You don’t need to use all of these methods, but do use the ones that fit the most easily with your website and branding etc.
You can also drive traffic to your opt-in landing page by sharing it on social media, and encouraging others to share it with their networks. Pinterest, for example, is a great tool for this.
Finally, we have paid advertising, which we’ll get to in a later module.