Part 3: Increase Newsletter Signups With a Simple Landing Page

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There are many factors to consider when you’re working on building readership for your newsletter. But one of the most often overlooked is this:

Your readers have short attention spans.

When you really stop and think about it, you might already know how challenging it is to stay focused when surfing online. Perhaps you experienced this yourself. As a health professional working to implement an online marketing plan, you’re working hard to overcome a variety of distractions when competing for your potential readers’ attention on the web. Getting people on your list is more than having a valuable lead magnet and great content to offer in your newsletter. If you’re unable to capture your potential subscriber’s attention, then your newsletter and the transformational services you offer are no good to anyone.

Your readers are more likely than not browsing the internet at light speed, scanning titles and subheadings, skipping to the bottoms of sales pages, and fast-forwarding through videos just to get to the bottom line or the next thing on their mind.

So if you want to capture their attention long enough to entice them to opt-in to your mailing list, you’ll have to keep this in mind.

So how do you create an opportunity where your reader will be compelled to stop in their tracks to opt in to your newsletter or download your lead magnet?  A high converting landing page.  Keep reading to learn more.

A Tip From Newspaper Publishers

Have you ever noticed that everything you need to know about a news story is in the first paragraph? Journalists are trained to answer all the questions—who, what, where, when, why and how—in the first few sentences, just in case the story gets cut off when the paper goes to print.
In today’s online world, where column inches no longer matter, this type of story formatting isn’t quite so critical any more, but it’s still a useful tip to use when you’re writing an opt-in page.
Think about it: If your readers are skimmers (as most of us are) then making sure you include the most important information right at the top of the page is going to greatly improve the chance they’ll opt in to your list or sign up for a free session (aka. your conversion rates).

For opt-in pages, that means putting the biggest benefits in your subject line, and following it up with two or three sentences that build on your headline. That’s it. Keep it short, sweet, and benefit driven, and you’ll have greater success than you would with longer content.

Graphics Matter

Whether your opt-in incentive is an eBook, a video, or even a simple collection of recipes, having a graphic representation of your offer is an important component of your landing page.
Typically, you’ll create (or have created) a digital book or CD cover. You can easily outsource this, but be sure you follow these strategies:

  • Bold fonts and short titles make your cover more readable.
  • Use high-contrast colors for more visibility.
  • Be true to your brand. Stick with colors and fonts your readers expect.

Crafting Your Compelling Call to Action

While it seems as if you can expect readers to know what to do when they land on your opt-in page, it’s just not true. You have to invite them to take the next step. Give them specific instructions and you’ll have higher conversion rates than if you just leave it to chance.
Your call to action should tell a reader exactly what to do, like this:

  • Click here to download
  • Enter your name and email for instant access

Watch the text on your form buttons, too. After all, “Subscribe” or “Sign Up” doesn’t exactly make you feel excited, does it? Consider using a phrase that matches your call to action instead, such as:

  • Get the Checklist!
  • Send the Video!

As you can see by now, the purpose of a landing page is to get the site visitor to take an action.  And as a new coach, your primary goal and focus should be on capturing email addresses to build your list.

No Website? No Problem!

But what if you don’t have a website?  Even if you don’t have a website, you can still set up an effective lead capture system to build your list.  You’ve probably seen thousands of websites with the opt-in on the home page or in a sidebar area.  Sometimes the opt-in might even be in the footer.  But, the highest converting landing pages aren’t even on website page.  They’re on a special landing page referred to as a “squeeze” page.

Squeeze Pages Do The Job Better!

What’s a squeeze page?  It is a very simplified landing page with a strong title and a compelling call to action.  Here are some reasons why squeeze pages are most effective among landing page types:

  • Simple
  • Don’t require your reader to “process” too much info
  • Distraction free – no navigation on this page is best practice
  • Only two options – reader must either opt-in or click off

Can you see how having just one simple squeeze page can help you build your list without a full website? It allows you to offer your lead magnet or freebie and gain subscribers; then start to build the relationship and make your offers through your newsletter.

So if you haven’t built a website yet, you have nothing to worry about. You can create either a simple landing page on a WordPress (our preferred platform) or using a landing page tool with your email marketing service provider.  The one we currently use and recommend is ConvertKit.  Using ConvertKit’s innate landing page feature allows you to capture emails to build your list and share your health content and marketing messages through email.

The bottom line is getting started capturing leads can be as simple as setting up a squeeze page and connecting it to your email marketing provider, or just using an all-in-one solution like ConvertKit.

Real Example

Check out the example below.  This is a screenshot of one of my squeeze pages. On this particular one I’m giving away a free copy of my Workshop Guide for Health and Wellness Professionals.

The landing page I created to promote the free guide is nothing fancy but it does the job and has allowed me to share this free guide with hundreds of Health Professionals eager to start hosting their own health and wellness workshops and events.  The basic thing to remember here is that sometimes less really is more, so keeping your landing page – and maybe even your entire website – simple may be the best investment you could make in your list-building and email marketing strategies.

Even if you already have a website, setting up a separate lead capture system will likely take your list-building to another level!

Here are my top 3 easy opt-in and landing page creation tools if you do NOT yet have a website:

Here are my top 3 landing page creation tools if you already have a website:

  • WordPress
  • Cornerstone Builder for X-theme (steep learning curve though)
  • Thrive Themes

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Take Action!

Do you already have your opt-in page created? Does it convey a clear message to the potential subscriber? If not, consider making some changes to your copy, your images, and your calls to action, then watch your results.

If you still don’t have a website, use one of the landing page tools mentioned above and create a simple landing page to offer your lead magnet. Getting this all set up now will help you to start building your list and get clients into your funnel.

What do you think? Are you ready to start getting subscribers to your list or is there something else in your way? What else would you add to these tips for our community? Please share in the comments. I’d love to hear your needs and insights.

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