How to Build a Newsletter Landing Page

In this YouTube video from Coyote Moon, I share tips on creating an effective newsletter landing page that converts.

Watch The Video

Check out the YouTube video below 👇

If you need a visual guide to an effective Squarespace newsletter landing page, check this out!

Engaging Headline and Subheadline

The first thing visitors see when landing on your newsletter page is the headline and subheadline. Make a good first impression. These headlines should communicate your newsletter value proposition in as concise and succinct a way as possible. Capture your visitors attention…you only have a few seconds! Clearly explain what newsletter subscribers can expect to gain from signing up. You might consider the cadence and timing of your newsletter sends. Are you planning a monthly newsletter send, Bi-weekly, once a quarter? Be specific and address this question in your body text or within one of the headlines.

Clear Call-to-Action (CTA)

A call-to-action (CTA) should be strategically placed at the moment when your site visitor has gathered enough valuable information to make an informed decision on signing up for your newsletter. Too often, I see marketers and web designers force feeding a CTA that’s both out of touch, and too soon in the sequence of page copy. To get a good bang for your conversion buck, use a visually appealing button with action-oriented text, such as "Subscribe Now" or "Get Exclusive Content." Squarespace offers several styling options for buttons throughout your website.

Minimalist Design

While it’s important to include enough detail about the content of your newsletter, and what to expect for the timing of your newsletter sends, too much information can deter visitors from engaging with your newsletter landing page. Build a clean, minimalist design that focuses on the most important reasons why visitors should sign up. Consider using white space to provide clarity and elegance. A beautiful landing page design will help guide your site visitors and draw attention to the key messaging and CTA.

Social Proof and Testimonials

They say the proof is in the pudding. In this case, the proof is actually social! Just like when a customer is seeking to purchase goods through an e-commerce storefront; reviews, ratings, and testimonials provide that added layer of “proof” in their decision making process. Adding a Squarespace testimonial section, using auto layouts, is a quick way to choose from 13 curated section layouts from Squarespace designers. People sign up for and buy things that their friends recommend. It’s plain and simple.

Benefits and Features

If you can clearly communicate the benefits of signing up for your newsletter, you’re on the downhill side of the marketing mountain. Increase the odds a site visitor will convert by highlighting what sets your newsletter apart from others, and explain how it will address their pain points or provide value. Making it easy for visitors to understand the value they will receive by subscribing is the name of the game.

Visual Content

Do you have images, video, audio clips, or perhaps a podcast episode you can share to further validate your newsletter subscription request? Adding media elements can enhance the look and feel of your newsletter landing page. Just make sure you use high quality, high resolution images that are shot with good lighting and composition. After all, it’s your first impression that counts!

Lead Capture Form

Now that you’ve done the heavy lifting for your audience, it’s time to get them to subscribe. Squarespace has a lead capture form called the Newsletter Block, which allows you to customize the headline (e.g. “Get curated content delivered weekly”), as well as the body text, privacy disclaimer, fonts, colors, post-submit message, and more. However, it’s wise to include only one field, their email address. Lengthy and complex forms can discourage potential subscribers.

Thank You Page

You don’t just want to leave them hanging. Squarespace’s Newsletter Block includes a post-submit message field (e.g. “thanks for signing up for our newsletter, check your inbox for an exclusive video”), or a redirect URL that points visitors to a page of your choosing. Whatever your decision, make sure they feel welcome for giving you their email address.

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📈 Click here to see a Coyote Moon newsletter landing page in the wild: Steven Hawley
☎️ Book a call to strategize on ways to build an effective newsletter landing page: Book a call with me