How to Create a High-Converting Newsletter Landing Page

If your newsletter’s landing page conversion rate goes from 25% to 50%, your conversion rate didn’t increase by 25%...

It increased 100%. 📈

This means DOUBLE the subscriber growth and more revenue.

Here’s my 10-step process to make a high-converting landing page:

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

1/ Put everything above the fold.

Make sure the user doesn’t have to scroll at all to enter their email.

The more they have to scroll, the worse your conversion rate. pic.twitter.com/YEh6uYKBoC

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

2/ Only ask for an email address.

You won’t need the subscriber’s first name, phone number, or pet’s name – they’re useless to you.

And, the more you ask for – the worse your conversion rate gets. pic.twitter.com/Ejbpy7qlJS

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

3/ Give the user 2 options: Enter your email or leave the page.

Don’t show your navigation menu, links to past newsletters, about page, etc.

If the user wants to read the newsletter, they’ve got to pay up with their email. pic.twitter.com/GBbcvAAnKP

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

4/ Write a benefit-drive headline.

Explain the value you’ll provide to readers clearly.

Don’t make this the name of your newsletter.

Either promise the reader something they want or show how your newsletter solves a problem of theirs. pic.twitter.com/Gg1wTeczW7

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

5/ Your subheadline MUST say these 3-6 things:

- When it’s sent
- How long it takes to read
- What the reader will learn
- Who reads/writes it (authority builder)
- How many people read it (social proof)
- That it’s free (if it’s not – don’t mention it) pic.twitter.com/WyiUad44VB

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

6/ If you can’t fit all of those items into the subheadline, put them in other places…

- Below the form
- In the button text
- In a testimonial section pic.twitter.com/72cdtDQOMk

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

7/ If you have testimonials, use them.

If not, ask for them.

It’s the best social proof there is.

To make sure they’re believable - add names, faces, and titles when you can. pic.twitter.com/GlFRuCYs9z

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

8/ Add a visual!

They make the page more appealing and can be used to show your viewer a sneak peek of what they’re missing.

Here are the best image types:

- Picture of the writer/founder
- Preview of the newsletter
- Testimonials with images pic.twitter.com/I43ns9gJ61

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

9/ Take inspiration from the best.

Here are some of my favorite landing pages:

1440
TLDR
Chartr
Okdork
Backlinko
Trends .vc
Milk Road
Retail Brew
Starter Story
Growth Daily
Justin Welsh
5 Bullet Friday
Marketing Brew
DTC Newsletter
Marketing Examined

— Matt McGarry (@JMatthewMcGarry) March 8, 2023

10/ Pick the right page builder:

Any of the regular ESPs (Beehiiv, Substack, ConvertKit) are fine.

But for full customization, and the ability to implement the best practices I just shared, use Carrd.

It’s cheap, easy to use, and integrates nicely with most ESPs.

— Matt McGarry (@JMatthewMcGarry) March 8, 2023