Landing pages have specific purposes. One might be a sales page and another might be your email opt-in page. Whichever it is, a landing page is a specific page that is intended for a specific purpose and draws targeted traffic. The traffic is drawn to this page to take a particular action . . . to say YES to your offer or opt-in.
One of the most essential landing pages’ is your subscriber or email opt-in page, and it should be designed specifically to garner email addresses.
The reason a separate opt-in page is crucial, as with any landing page, is to eliminate distraction.
While it’s a good idea to have a subscriber opt-in box on your website’s sidebar for stray visitors and those who find your blog through a search for a particular keyword, you need a separate page to lead your targeted traffic in from your ‘outside’ article marketing endeavors. These ‘outside’ strategies include, submitting to article directories, guest posts, and participation in joint ventures. They are the strategies that need a resource box, bio, or tagline that will direct readers to a page designed to let the reader know why she should give you her valuable email address.
It’s on this email opt-in page that you can fully explain the benefits the reader will get if he opts in: relevant information, tips, tools, reviews, news, etc. You also have the space to list the title and description of the ebook you’re offering as an ethical bribe. Or maybe the free ethical bribe is a one-on-one free consultation, or an instructional webinar. This opt-in landing page allows you to fully answer the reader’s WIIFM (what’s in it for me) question.
In addition to the WIIFM information, you can include what you’re qualifications are for offering this particular information, for claiming to be an authority in this niche.
Due to its focus and lack of distractions, your email opt-in landing page allows for a higher conversion rate. This means a higher percentage of visitors will follow your directions and say YES to the action you’re asking them to take.
Just remember that simple always works better in regard to websites and landing pages. You don’t want to make it feel or look busy, or give confusing or complicated steps for the visitor to take action.
To emphasize the ‘simple is better’ strategy, Google’s company philosophy is “Simplicity is powerful.”
While it’s in a writer’s nature to usually write more than is necessary and an individual’s nature to make things more complicated than necessary, follow Google’s lead and keep it simple. Keep your email opt-in page to the essentials, and learn how to write effective copy for it.