landing page conversions

I’m really big on helping you get more email subscribers. It’s my absolute favorite thing to do (other than getting emails subscribers for my own blog, of course!).

Well, I’ve been experimenting with a few different techniques, tools and landing pages lately and some of them are converting at nearly 25%. I still get a massive thrill from trying something new and seeing it pay off in terms of subscriber numbers, engagement or earnings.

In today’s post I want to give you a few actionable ideas that you can take away and implement instantly on your own blog.

Shall we?

What does the landing page look like?

The landing page in question is the “Get Updates” page that I use to explain what subscribers get when they sign up for my mailing list, as well as who the Tyrant Troops are and why our community is so awesome.

The page has been through many revisions and I often change things like the focus, the photo, submit button and so on.

But the main elements stay the same:

  • Community focus
    The page has a community focus. My goal is not to just get people to sign up but to make them feel like they are joining something special and understand that joining my mailing list is more than just getting updates.
  • A free giveaway
    We can debate about the success of free eBooks til the cows come home but I have seen a higher rate of sign ups when I offer something free as a “thank you” for trusting me with your email.
  • Multiple sign up forms
    I give people an opportunity to sign up right away at the top or later down below after reading a bit more of the story.
  • Imagery
    The photos and images has changed on this page. I once used a photo of my favorite beach as encouragement for people to take their blogging seriously so that they’d have more time to relax. I’m currently testing a more fun-military vibe.
  • Social proof
    I generally employ some social proof to show people that they aren’t alone and that a lot of other people have gone before them. Helps to reduce anxiety.

As I’ll talk about more down below, you obviously need to test this stuff.

Conversions are about MUCH more than the landing page

So the next thing we need to talk about is the fact that a high converting landing page is rarely just about the landing page itself.

Of course, there are many on-site factors that play a huge role in your conversions (pricing, colors, copy, layout, etc.) but you also need to take into account what happens before and after people encounter that landing page.

You’ll see what I’m talking about in the next section.

How to build a successful landing page that gets sign ups

Alright, so lets go through a few things that you’ll want to do when adding a separate landing page to your blog. Remember, we’re just talking about a landing page that is focussed on getting more sign ups on your blog.

1. Decide on a continuous offer

When you write a page like this you are trying to get people to sign up for a particular purpose. There’s no point, for example, trying to get subscribers who are interested in knives if your blog is about forks. Decide what you’re offering and what continuous information they’ll be getting down the funnel.

2. Make the copy about them

Try not to talk too much about yourself on pages where you are trying to get someone to take action. It’s a good idea to shift the focus to them and what they get out of it. This includes the age old marketing ploy of focusing on benefits and not features. If you can work in a story element to this it will be even more powerful.

3. Use an opt-in form program with stats

You’ll need to sign up to a service like AWeber which lets you create forms and then track their results. There’s absolutely no point doing this stuff unless you can see what is working and what isn’t. As we’ve talked about before, you can split test different ideas and see what works best.

4. Funnel the right traffic to the page

Now here is where it gets tricky (and you can get really tricky with it). It’s vital that you send the right traffic to the landing page. Here are some awesome little things that have been working for me:

  • A HelloBar message
    This last week I’ve been split testing a few different HelloBars to a few different posts and landing pages. The resulting traffic is really quite good. I’m honestly thinking about building my own HelloBar where you can add different bars for different pages on your site.
  • A targeted post
    My favorite method for getting targeted traffic is to write a post that is perfectly aligned with the offer on your landing page. Glen from ViperChill is bloody good at doing this and has even launched some products with the method. I do it with guest posts all the time. It has the added bonus of massively helping your SEO efforts.
  • Buy traffic
    Buying traffic is a great idea if you have a plan and know how to track the outcomes. For example, a little bit of Facebook advertising sent to a solid landing page (or pre-sell blog post as mentioned above) can convert off the chain. Again, you need to be willing to test these things.

Some people are really creative with how they funnel their traffic to the right landing pages. Remember, try to make sure you aim for the right traffic mix for the particular outcome you are wanting from them.

5. Simplify your design and focus on the flow

The last point I want to mention is that landing pages need to be simple. The flow needs to be directed to the outcome and the paragraphs, images and so on need to draw the reader in and down towards the opt-in form.

landing page

Here is a screenshot from the new Blog Tyrant design that is coming out very soon. I’ve built in a landing page template that removes all sidebars and extra menus. The focus is just on the copy and creating a simple space for my messages to flow.

Many WordPress themes have a built-in landing page template that you can select so as to remove your sidebar and just have a single column of text. If you don’t, it’s well worth consulting a developer to help you code one in. It should only cost around $50.

This is yet another example of why you should be on a super-flexible self hosted WordPress setup for your blogging experiments.

A quick summary of this landing page technique

Okay so here is a little TL;DR version of this email subscriber landing page stuff:

  • Build a separate landing page to promote your mailing list.
  • Give that landing page a single focus.
  • Create an offer so that the mailing list experience aligns with the landing page.
  • Incorporate a story into “benefit-focussed” copy.
  • Drive relevant and interested traffic to the landing page.
  • Split test your landing page and opt-in forms.

Id be really interested to know if you use a similar landing page on your blog and how well it is converting. Please leave a comment – especially if you think I’ve missed something important from the equation.


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  1. Paul Back on April 16, 2014

    Hey Ramsay

    I am working on creating a new landing page for myself – this article could not have come at a better time 😉


    1. Glad it helped. Let us know your results.

  2. Hey Ramsay,

    I have to work on this too. I managed to get 200+ visitors the second day my blog got live but I had zero subscribers. So yes, conversions matter!

    Thanks for sharing your tips here.


    1. Thanks for the comment, Phil. Hope it helps!

  3. Thank you Ramsay for sharing. I Should say that I signed up on that page but the thing that really made me do it was your headlines!(I even sent you a tweet about it) You nail it every single time. I wanted to study you and see what I could learn / steal from you.. I kid you not.
    I have a landing page on my blog that has nothing but the freebie and a sign up form. My conversion is at around 10%. I will add some of your tips like the community bit. Hopefully I´ll improve the conversion.

    Stay Awesome x

    1. Thanks so much! I really appreciate your input. I know a lot of people get higher conversions than mine as well so I’m keen to hear what we learn.

  4. Tom Southern on April 16, 2014

    Interesting point about leaving out sidebars. They’ve always distracted me when I’ve been reading blog posts on other people’s sites. So I’m opting not to have any at all on my site.

    I’m also think that blogs could ditch their Home Pages too. Landing pages do so much than Home Pages. For one, they attract more sign-ups (around 25 – 50%+ depending on traffic, blogger rep, give-away, result list members are promised when they sign up.

    What’s your thinking on ditching Home Pages and using landing pages instead?

    1. The home page can be whatever you want; a blog listing, a landing page, etc. I’ve seen it done both ways and I’ve seen it done poorly in both ways.

      My personal belief is if you don’t have your own product or only have a single one-time purchase product, go with a blog-style. Otherwise, make the home page about your business and your products.

      But, I’ll leave it to Ramsay for his thoughts.

      1. Yeah I’m with Chris on this one.

        My new design that is coming out soon is a mixture of a landing page with a big email header and the blog.

        The thing about having your blog on the homepage is you get a lot of new content coming through which can be good for SEO but also it gives people more stuff to scroll through.

        I think it was Glen who did an experiment and showed that by increasing the amount of posts on his homepage from 5 to 10 he doubled his time on site.

        1. Tom Southern on April 17, 2014

          Good points to ponder. Thanks guys. I suppose in the end it all comes down to what you’re hoping to achieve, plus who’s your audience. And of course, the good ole testing thingyme.

  5. I so agree with this point about not doing this stuff unless you can see what is working and what isn’t. Its so easy to go with our instincts but really, at the end of the day, its metrics that count.

    1. Yep. Completely agree.

  6. Thanks for this. I’ve been tweaking my site as I’ve had another guy join me as a regular writer. Anyway, I’ve been reviewing all of my site text (about page, getting started page, etc). I didn’t even think about my newsletter landing page. It was very similar to what you mention but definitely could use some tweaking.

    1. Let us know how the stats go.

  7. The hardest part is always picking the right photo.

  8. Hey Ramsay, thanks so much. I found your blog yesterday and your tips and information are a great help. I am completely new at this but they say follow in the footsteps of a leader so you are my guy.
    I have some great ideas for posts but it is the technical stuff that I have to get right so thank you again for all your advice and tips.

    1. Thanks for leaving a comment, Don. Nice to meet you!

  9. Hi Ramsay,
    I think I created a landing page without even realizing it! haha I have a ‘get started’ page for a starting point on my blog–it’s to give visitors an overview before diving in.

    After reading your post, I’m thinking maybe I should tweak it to include some other more direct calls to action and be more clear about the purpose of it.

    Thanks for the tips.

    1. Hope it helps, Steph!

  10. Rob McNelis on April 16, 2014

    Good stuff as usual. Would like to hear more tactics for generating free, targeted traffic.


    1. Yeah thinking about doing more on this.

  11. Ramsay, what do you think of using a tool like LeadPages or OptimizePress to create the landing page?

    Also, have you tried using a “welcome gate” that shows the landing page to first time visitors when they first arrive on your home page?

    Great tips as always!

    1. Hey Damien.

      I think both of those services are excellent. Anything by Copyblogger generally is.

      I tried a homepage welcome thing for about two days a year ago after seeing it on Neil Patel’s site. It converted at around 10% but I took it off because I thought it was too invasive and I worried about the SEO implications.

      1. Copyblogger makes Premise, which I haven’t really tried. LeadPages is a separate biz and OPtimizePress is a wordpress plugin/theme option with a page builder for landing pages and membership sites.

        Yeah I have tried the welcome gate on a couple of sites and while it really increased conversions, it also did affect the SEO on one site in particular so much so that it went from top 3 results for it’s main keywords basically to nowhere.

        Since did some research and discovered that there are some settings that need to be tweaked in robots.txt so that Google skips the welcome gate and still indexes your home page, but too worried to risk it with another site!

        1. There is a good half way solution that Neil also uses that “hides” your content after say 400 words so that if they want to read the rest they need to submit their email or close the box. He said that works well.

  12. Great post! I will try split testing with the HelloBar and build my own too. Awesome tips!

    1. Thanks mate!

  13. Hey Ramsay,

    Thanks for the advice on creating landing pages, some awesome advice! I did need help creating landing pages, thanks a lot!

    1. Glad it helped.

  14. Great info as always. When you mentioned buying traffic from facebook, I was wondering if you will be writing a post on that sometime in the future?

    1. Absolutely. I was just thinking about that this weekend. Glen from ViperChill already has a good one though.

      1. I must have missed that post from him. I will look into it. But I will be watching for yours too if you do decide to write one 🙂

  15. Ludvig Sunström on April 23, 2014

    Hey Ramsay,

    Great article. I’ve been reading your site a bit the last two days, and liking it a lot. Getting some good feedback that I’ll implement in the coming weeks!

    I also subscribed for your email list. 🙂

    Keep rocking.

    1. Thanks Ludvig!

  16. Brodie Tyler on April 23, 2014

    Good call(s). Sometimes it’s hard, for me at least, to leave something off of a landing page that I think is clever or funny or like in whatever way because I know that it may distract from conversion. Definitely a discipline I had to teach myself- narrow it down, find a focus, even if it hurts a little.

    1. Yep. Agree with that.

  17. Monday Must-Reads [04/23/14] on April 23, 2014

    […] This Landing Page Converts at 22.9%. Make One in 25 Minutes. […]

  18. Peter Carter on April 24, 2014

    This is awesome! I’m literally about to do this for the first time today so feel I’ve got some real Gold Nuggets to work with here. Anyone have any stats after giving this a shot?


    1. Let us know how you go.

  19. Lawrence Mak on April 28, 2014

    Hey Ramsay,

    I am now planning to set up my landing page, my website will be related to internet marketing. Your article provide valuable ideas and advice. Thank you so much.

    1. No worries, Lawrence.

  20. Best Blogging Tips: May 2014 Edition - Tech Toucan on May 4, 2014

    […] This Landing Page Converts at 22.9%. Make One in 25 Minutes. […]

  21. Manju Devi on May 12, 2014

    I really enjoyed reading the article of your website. I loves to come once again on your article and now, waiting for your next post.
    Thanks For Sharing This !!!!

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