As someone who has been hanging out in the course creator space for almost 7 (!) years, there are some opt-in page mistakes that I see digital product creators make over and over again.

The good news? Most of these opt-in page mistakes are pretty simple to fix (i.e. they don’t require three months of intense messaging work to get right). 

If it feels like your opt-in page is not converting as well as it should, some of these small tweaks could make all the difference!

3 Common Opt-In Page Mistakes Course Creators Make

Opt-In Page Mistake #1: No Clear (Tangible) Visual

Your potential subscribers want to see exactly what they are getting their hands on. 

🙅🏻‍♀️ They don’t want to see a stock photo of someone typing away on a laptop (unless your freebie is actually a library of stock photos–in which case, carry on!). 

They want to see The Thing you’re giving them–be it a worksheet, an eBook, or even a private podcast (aff)–and they want to be able to imagine themselves using it.

This means you NEED to show a sneak peek of your freebie/lead magnet on your opt-in page, ideally in the hero section at the very top of your page.

Here’s what that looks like on my newsletter sign-up page:

The most visually appealing way to do this is to purchase a mockup like this, stick a screenshot of your freebie inside it, and put the whole thing next to your opt-in page headline.

If you’d like to save some $$$ (who doesn’t?!) and have an existing Canva subscription, you can use their built-in mock-up tool to do something similar.

Opt-In Page Mistake #2: A Weak Hero Section

You can spend weeks creating the most helpful, value-packed freebie ever… 

But if you can’t explain what it does + who it’s for in a clear, succinct way, it will never make its way into the hands of people who need it. 

(Our attention spans are truly terrible right now. Thanks, TikTok.)

That’s why I recommend that most course creators use a simple, repeatable opt-in page hero section formula when DIY-ing their opt-in page headline. 

💕 This one’s one of my favorites:

1. FREE (resource/workbook/template) <<< What “The Thing” actually is
2. A catchy name of Your Free Thing
3. Go from BAD THING to GOOD THING–even if (objection) OR (time limit)
4. Button copy: <GET INSTANT ACCESS>

Example #1:

Example #2:

Yes, yes, it’s a little boring… But sometimes boring works. 

And you can always find other places to add more personality to your opt-in page–such as your button copy. 

Speaking of… 

Opt-In Page Mistake #3: Generic button copy errrywhere* 

“Sign up now” 

“Download now” 

“Submit” 

^^ This is what I call generic button copy–and you can do so much better, babe.

⬇️ How? By trying out one of the two button copy tactics below:

*Note: If your audience skews older (think 60+), a simple “Download now” can actually work better than the examples I share below. Give me a shout if you want to discuss your specific situation in more detail.

Tactic #1: The Benefit Mirror

Try zhuzhing up your button copy by repeating the benefit stated in the headline of the section you’re working on. 

Here’s what I mean:

If your headline says “Make your first $1000 freelancing on UpWork–in less than 30 days”

… Your button copy should say: “Show me how to make my first $1000”

Or, if your headline says “A 3-Step Formula To Double Your Email Open Rates”

… You can mirror the benefit in your button copy like this: “Show me how to double my open rates”

Yes, these are a bit longer than your “traditional” buttons… But they do can wonders for the skimmers among us. 

Tactic #2: The Personality Hire

Here’s the thing: your audience isn’t just signing up for a freebie. They can probably find the information you’re sharing in a hundred different places (or ask ChatGPT).

They are signing up for you: your vibe, your expertise, and your unique genius. 

And your button copy? Is the perfect place to let your personality shine. 

Think about it: if you were texting your biz bestie about your lead magnet, would you say “Download this now”…

Or would you say something like “OMG, you need this in your life ASAP?”

Exactly. 

💡 Here are some button copy ideas to get you started:

• Gimme the goods
• Show me the money
• I need this in my life, stat!

^^ These options will allow you to showcase a bit more personality without sacrificing clarity. And they are way more fun (and eye-catching!) than a boring old “Sign up now.”

Your Next Steps

So there you have ‘em–3 ridiculously common opt-in page mistakes that course creators make (+ how to fix them).

Yes, I absolutely wrote that sentence for SEO purposes. You’re welcome, Google. 

Now, it’s your turn. 

Take a peek at your opt-in or landing page. Are you making any of these mistakes? Fixing even one of them (alongside optimizing your lead magnet itself) could give your conversion rate a serious boost.

👋🏻 And if you realize you need a little bit of help? My 60-minute Sounding Board Sessions are always there for you.