4 Mistakes You’re Making On Your Opt-in Page

If you’re looking to grow your email list, and ultimately, your online business, you probably need an opt-in page. Surprisingly, opt-ins have been around for decades and are based on the persuasion technique of reciprocity. But the modern version of an opt-in is simple – turn your web visitors into customers.

Opt-in pages are easy to make and also easy to get wrong. So to help you out, here are the top 4 mistakes you’re making on your opt-in page and how to fix them.

If you’re not totally sure what an opt-in page is or why you need one, let me quickly give you the 101 on all things opt-ins.

What is an opt-in page?

An opt-in page is a landing page that entices your reader to “opt-in” to something– usually your email list. By offering a free value-packed resource within your niche or expertise, you’re persuading your visitor to exchange their name and email address for your offer.

If you’ve persuaded them effectively, your website visitors will have “opted-in” to receive your free resource. You’ll often hear this free resource called a lead magnet or freebie. 

Why do you need an opt-in page?

Opt-in Pages Build Authority & Trust

An opt-in page is there to build your authority and trust as well as establish your expertise. You are providing your opt-in page visitors a value-packed resource filled with information that will catapult their business forward. And you’re sharing that wisdom for FREE! 

When you deliver a resource that is so valuable, yet you only asked for their email address, your subscriber can easily imagine the value you’re going to provide them when they actually invest money in you. 

They also trust that you will deliver on your future offers –free or paid–which will be filled with wisdom that shows off your expertise. 

But having an opt-in page doesn’t automatically mean you’re going to get opt-ins. You still need to optimize your page in a way that gently removes any resistance your potential subscriber might have when deciding to opt-in.

To do this, you need a rock-solid opt-in page that will help you grow your email list and your business on autopilot –and that starts with your copy. I can’t tell you how many opt-in pages that have one if not multiple copywriting mistakes. 

These mistakes can make you lose out on leads and conversions! To avoid these situations, here are the top 4 mistakes you’re (probably) making on your opt-in page and how to fix them.

1. Your Headline Is Average

Lately, I’ve been on a roll writing blog posts that cover the mistakes you’re probably making on different pages of your website. And you know what? Every single one of those posts starts by talking about headlines. There are two reasons for this. 

1. Headlines are the easiest section of a page to get wrong

2. Headlines are THE most important part of any page

So you can’t really afford to write a subpar headline – but this happens all the time! 

I wrote a popular post on how to write a catchy headline here, but I’ll give you a brief synopsis of why writing a killer headline should be at the top of your to-do list.

Your headlines need to catch their attention and make them curious enough to keep reading. Sounds simple, right? It is if you keep the following in mind: always highlight the benefit of what your offer will provide the reader and bust an objection they will have around your offer inside your headline.

2. You Haven’t Highlighted The Benefits

Going off what I just mentioned above – you must highlight the benefits of opting into your offer. 

What will your reader get out of this opt-in (or freebie)? Why should they give you their precious email address? What’s in it for them? Is this freebie actually going to help them, or will it sit in their already crowded inbox?

Tell them exactly what they’ll get. Focus more on the benefits than the features. For example, if you’re giving away a free guide to gardening, talk about the confidence your customer will feel after they grow their garden from scratch. Describe the benefits in a way that allows your visitor to picture themselves using (and benefiting) your opt-in or freebie.

3. You haven’t included social proof

Testimonials, endorsements, or logos of reputable sites you’re featured on give credibility to your offers – even your free ones! Social proof not only highlights your authority (and that you know what you’re talking about) but also shows off your ability to deliver on promises and that your previous or current customers are satisfied with your work.

4. Your Call To Action Is Boring AF

Hopefully, you already know how important Call To Actions (CTAs) are. But there is more to your call to action than just sticking the words “Submit” or “Download” on a button. I mean, those are okay, but why not make it better?

Create a CTA that puts your soon-to-be subscriber top of mind. Think about what they’ll get when they opt-in and what they are currently struggling with that directly relates to your free offer. CTAs that have worked in the past include ”Give Me The Cheat Sheet,” “Teach Me How To Garden,” and “This Is What I Need.”

The next time you write your opt-in page, make sure you watch out for these four mistakes. If you do this, you’re sure to have an opt-in page that converts your readers into subscribers!

If you want to learn more about mistakes you might be making on your other website pages, here are a few posts on the topic:

• 6 mistakes you’re making on your home page

• 4 mistakes you’re making on your service page

• 7 mistakes you’re making on your about page

• 5 mistakes you’re making on your sales page

If you’ve just thrown your hands in the air and said, “I don’t want to deal with this anymore!” –  check out how you can work with me and my team! We’d love to help you!