6 Things You Must Have on Your Opt-in Page | Struggle with knowing exactly what to put on an opt-in page? We got you covered! Check out this blog post to learn the 6 things you MUST have on every opt-in page!

Today’s business owners are busy and need to be more efficient than ever.

One way to be extra efficient is getting more leads in less time. Want to learn how? Then today’s blog post was made for you.

The No. 1 thing you must do is have an opt-in page. This page is a landing page you can send people to on your website designed with the specific intention of getting people to sign up for your email list.

Most people want an incentive — otherwise known as a lead magnet — to sign up for your email list.

This free offer “leads” them into a funnel where you eventually promote your paid offerings.

Some examples of lead magnets include:

  • PDF Checklist 
  • Video tutorial
  • Audio training
  • PDF workbook
  • Freebie library of resources
  • eBook
  • Email course
  • Printable calendar
  • Spreadsheet
  • Challenge
  • Swipe files
  • Recorded webinar
  • Screensaver/Desktop wallpaper
  • Recorded interviews
  • Quiz

Now that we’re on the same page of what a lead magnet can include, we’re going to tell you everything you need to know to create a killer opt-in page that will give you more leads in less time.  

6 Things you Must Have on Your Opt-in Page

1 | Headline and Subhead

The best opt-in pages all have one thing in common: They have killer headlines and subheads.

Crafting such messaging isn’t always easy though. You want to provide enough information to let your would-be subscribers know what they’re getting, but you don’t want to write so much that they lose interest. It should also be catchy and hook your audience in.

Want to see a great example? Check out one of ours to help you plan, build, and launch your dream website all on your own over the course of a single weekend. (and we’re not just saying that to toot our own horn).

Even though the size of the font is inverted, “Free Roadmap” is the headline in this case and “Launch the website of your dreams in 6 easy steps!” is the subhead. (Psst….you can sign up for this free roadmap by clicking here!)

What’s great about this dynamic duo is that the headline hooks people in but the subhead further entices the audience while explaining the offer.

When it comes to writing your own headline and subhead, you first need to think of a great lead magnet. Then practice writing different messages to see what is the most impactful and attention-getting. Words like “free” are always great as are action-oriented verbs like “create, discover, join,” etc.

Related Post: How to Create an Amazing Lead Magnet That Turns Followers into Subscribers

2 | Benefits

In order to have an effective lead magnet, you need to be able to tell people what it is exactly they’ll get from it. Now’s not the time to play guessing games or bury the lead. Clearly communicating the results your customers will receive by using the lead magnet is very important.

Think of the benefit as your “why.” Why should someone sign up for your lead magnet? If you can’t clearly articulate that, maybe your lead magnet isn’t focused enough. Go back to the drawing board and try again.

This opt-in page from Ashlyn Writes is laser-focused when it comes to features and benefits.


People’s attention spans online are minimal at best, and this opt-in page clearly communicates the benefit of grabbing someone’s attention quickly. Not only that, but they have a cheeky copy that everyone can relate to, “more heart-race than eyes glaze.”

Related Post: 7 Easy Ways to Drive Traffic to Your Lead Magnet

3 | Sign-up Form

The whole point of an opt-in page is collecting subscriber names and email addresses so you can send them targeted offers and education about your product or service down the road. So having these two fields are essential.

Check out this example from House of Brazen.

Sign-up form

What’s great about this example is that it includes those two necessary fields — first name and email address. But what’s even better is that she has those fields twice on her opt-in page (at the bottom and at the top).

Now, this may not work visually with every opt-in page, but here it totally does because it bookends her content where she explains the features and benefits of her lead magnet.

When adding in those buttons, make sure yours are easy to spot. 

4 | Call to Action

A lot of opt-in pages have their fields for a name and email address right next to their call to action. If you don’t know what a CTA is, it’s simply the action you want people to take. 

Whether it’s “download now,” “sign up here,” or “take the free course,” you’re being really clear on what it is you want people to do.

In this example from Jenna Kutcher, her call to action clicks into her sign-up form. This is what you’ll see first:

Call to action

And once you click, “Grab your download here!,” you’ll be taken to her sign-up form.

Call to action

This is a great example of how you can be creative with your opt-in page while still getting results — more leads in less time.

Do you have these 6 things on your opt-in page? Check out this blog post to find out!Click To Tweet

5 | Visuals

An opt-in page can be very basic, but visuals can go a long way. Whether it’s a pretty background or an attention-grabbing image, it adds a little something extra to your content.

We love this example from Inkwell Press.


This one brings you in by showing off the exact freebie you’ll be able to download, a road trip packing list. With cute fonts, copy and an easy way to organize, it’s no surprise why they chose to include this visual for their opt—in page.  

Related Post: How to Make an Opt-in Your Audience Actually Wants

6 | Social Proof

Once people land on your opt-in page, it’s important for them to see the social proof of other people experiencing great results from your free opt-in.

You can do this by showcasing actual testimonials from happy subscribers, like this example from Pat Flynn:

Social proof

Or even showing the number of people who have subscribed, like this example from Paula Pant of Afford Anything

Social proof

Final Thoughts

Getting more leads in less time starts with an amazing opt-in page (which starts with a high-converting sales funnel template). Hopefully, these tips will have you increasing your customer base — and sales! — in no time.

If you struggle with designing amazing landing pages (including opt-in pages!) be sure to check out our sales funnel template. No monthly fees, easy to implement, and gorgeously designed!