I have people landing on my opt-in page, but they don't subscribe. Is it because my landing page is not attractive? My lead magnet isn’t good enough? Or maybe my content isn’t captivating enough for them to take action?

Before you adjust the aesthetics of your landing page, there are three questions you should ask yourself: 

#1: Does your lead magnet address a top question you get from your Ideal Customer Avatar?

The content of your lead magnet should be something your Ideal Customer Avatar really wants or needs. If you’re not sure, contact two to three of your ICA and ask them if this is something they'd find valuable. If so, why? If not, why not? Interview them to figure out what they need and want.

#2: Does it address a quick win for a pain point or desire?

You need to meet your audience where they’re at. Sometimes when your lead magnet is not working, you're giving them something they're not ready for. Because you're the expert, you know where they need to go. The tendency is to look forward – but it’s important to meet them exactly where they are, and your content needs to solve a problem for them, quickly.

#3: Is the content so good that your Ideal Customer Avatar would say, “I can’t believe this is free!” ?

Don’t be afraid to give some of your best stuff for free – and then of course, make sure the value is clear. That copy must be short and concise, front and center on your opt-in page.