This week, one my coaches reviewed a new lead magnet opt-in page and bridge page for a second time, and I learned a lot (again).
Here are my biggest takeaways. Even though I’ve gone through training on this before, I still needed corrections! Learn from my mistakes so you don’t repeat them, either!
To recap, a lead magnet is a free “product” such as a training video, e-book, brochure, flyer, or educational piece of content on a particular topic that is attractive to people. You are offering free information in exchange for some contact information. In the online world, the information asked for usually includes an email address or a name and email (and possibly other information).
The lead magnet contains these parts:
- An opt-in page. This is the webpage someone interested in the offer lands on after clicking a button or link you place for it somewhere, such as a social media post.
- Someone opts in by entering their email address and clicking the submission button to get the lead magnet. The next thing someone sees is a Thank-you webpage. This is to thank the person for their interest and instructions on how to view the e-book, video, etc.
- The Thank-you page might tell someone to go to their email to get the lead magnet content. So, the next step is to automatically send an email with a link to the lead magnet after someone opts in.
- When someone opens the email, there is a link to a bridge page. A bridge page has the lead magnet. If it’s a video, it is on the bridge page for someone to view. If it’s an e-book, there is a link to open the e-book.
- On the bridge page, another action step is provided for someone to do after consuming the lead magnet content. This could be a product link to help someone accomplish a specific goal and get a solution to a problem. It could be something else, like instructions to go to one of your assets, like your website. However, in general terms, a low-cost product offer tends to be a popular next step.
So, here are some things I learned about the lead magnet opt-in page, thank you page, and bridge page:
- Keep the opt-in page for a lead magnet as simple as possible. I initially thought that the more information or explanation I could provide about what someone is getting by opting in, the better response I would get. The more people are informed, the more people will take action, right? It seems logical. However, with a lead magnet, less is more. The advice I got was to remove anything not directly related to the Headline, Sub-Headline, and Button. A Headline, Sub-headline, and Opt-in button are the only elements needed! That is it!
- I also don’t need to have my name or website on the opt-in page because I’m not a big household name like Tony Robbins or someone like that. It’s not necessary at this stage to have names, websites, etc. People care about what they are getting.
- The opt-in page contains only the following sections on a webpage with a white background (no color in the background).
- Headline in red letters
- Sub-Headline in black letters
- Button (green or similar color that stands out)
- Be careful about the claim or promise in the lead magnet —don’t make a claim or promise that someone can come back later and say they didn’t get a certain result claimed or promised in the headline or subheadline. Big promises are not advisable. Keep it authentic.
- The tricky part is creating an attractive offer without making a promise that may be impossible or unattainable to many people. The hard part is that the things people want—such as making more money online or making a full-time income online in a certain way—are attractive to people, which gets their attention. So, this is where it’s good to use tools like sales copy generators and speak with coaches or mentors to make sure it sounds attractive without making an inflated promise.
- The thank-you page is straightforward. It says, “Thank you for your interest in _______ (lead magnet’s name). Please check your inbox to access it!” It’s a basic instruction telling someone to go to their email inbox to get the email with the lead magnet.
- The bridge page needs to be very short and simple, too. The lead magnet should be the first thing on this webpage. Don’t put anything before it. If you promise to provide the lead magnet content, do it immediately at the beginning of the bridge page.
- Then, under the lead magnet, provide the next step (Step 2) someone can follow after consuming it. This can be bonus content (if you have it) or a product offer for a low-cost product that someone could take advantage of.
Lead magnets are widely used to help a business generate new leads and build an audience that will continue to receive emails from the company over the long term.
If you have any questions, let me know!