The essentials, top to bottom
- Headline — the result: “Get the 7-session plan for new coaching clients.”
- Who it is for — one short line.
- Preview image — a cover or page mockup helps people see that it is real.
- What is inside — 2–3 specific bullets.
- Form — email, and first name if you will use it.
- Button — say what happens: “Send me the PDF.”
- Consent and privacy note — what you will send, how to unsubscribe, link to your privacy policy.
What to leave out
Main site navigation, long biographies and multiple offers. An opt-in page has one job. Keep everything else for the thank-you page or your emails.
After the click
Show a thank-you page that tells people where the file is going, for example “Check your inbox for an email from …”, and what to do if it does not arrive.
Common follow-up questions
Should I ask for a first name?
Only if you will use it in your emails. Each extra field is one more thing to fill in.
Do I need a privacy policy link?
It is good practice everywhere and expected under many privacy laws. Link to a policy that explains how you use subscriber data.
Updated 2026-11-15. General information; not legal, medical or financial advice.