How to Create a Landing Page to Collect Emails

Dec 25, 2023 | Latest, Funnel Marketing Strategy, Lead Generation, Marketing Tips

How to Create a Landing Page to Collect Emails

Email marketing continues to be a powerful tool for effectively reaching and engaging with your audience. It allows you to deliver targeted messages directly to potential customers, whilst nurturing relationships. You own your email list which makes it a powerful resource for you to build customer loyalty and trust. It all starts with understanding how to create a landing page to collect emails. 

This blog will guide you on how to create a landing page to collect emails, and what tools you can use, both free and paid, to get you started. 

What is a Landing Page?

When it comes to building an email list, email landing pages are not just a tool, but a crucial part of your email marketing strategy.

Sitting at the top of your funnel, a landing page is the first point of interaction between your business and potential customers.

Visitors land on a custom landing page with an email opt-in form, offering something of value with a lead magnet, in exchange for their email address. 

how to create a landing page to collect emails

This dedicated landing page generally has a very clear and defined purpose, making it incredibly easy for leads to opt into your mailing list.

The goal is to offer something that solves your potential customer’s problems. Such as a valuable resource, tool or guide in which they are more than happy to exchange their contact information. 

The key is to create a high-converting landing page that is clean, simple and clear.

If you need help in creating a lead magnet, we have a great resource to help you get started. Click here to get access. We have also written a blog about what a lead magnet is here.

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How to Create a Landing Page to Collect Emails: Step-by-Step Guide

1. Understand Your Audience

To create a high-converting landing page, the first step is to understand your target audience.

Who are they, and what are their needs, aspirations, and pain points? What language do they use, and what motivates them? 

This knowledge will guide the design, content, and overall strategy of your landing page. 

Begin by developing audience personas, and demographic profiles that represent your ideal customers. Include information such as age, occupation, interests, challenges, and online behaviours. 

Use previous customer buying behaviours, surveys and social media groups to gather this information. Keep your audience in mind when designing the page. 

Tailor your content and CTA to match your audience. What visual elements will appeal to them? What form of social proof will they find most convincing? 

Remember, the more you know about your audience, the better equipped you’ll be to create a landing page that resonates with them and prompts them to share their email address. 

2. Set Clear Goals

Before you even start building your landing page, it’s essential to establish clear and measurable goals. 

What is the purpose of your landing page? Are you aiming to increase subscribers? Do you want to promote a specific product or service? 

Having clear goals can significantly shape the content and layout of your landing page. It will help you create compelling headlines, engaging copy, and a persuasive call-to-action (CTA) that aligns with your objectives. 

Remember, the clearer your goals, the easier it will be for your landing page visitors to understand what they are opting into when they provide their email addresses.

how to create a landing page to collect emails

3. Choose the Right Landing Page Builder

Selecting the right landing page builder is a critical step in creating an effective page to collect emails. Your choice ultimately depends on your specific needs and goals. When choosing a landing page builder, consider these factors:

1. Ease of Use: The builder should be user-friendly, even for those who don’t have a background in web design or coding. Look for drag-and-drop functionality and a variety of pre-made templates.

2. Customisation Options: A good landing page builder allows you to customise your page to fit your brand’s aesthetics. It should offer options for colours, fonts, images, and layout. And be incredibly easy to use.

3. Integration: The tool should smoothly integrate with your email marketing software, CRM, and other key tools you use such as MailerLite or Active Campaign.

4. Analytics: To measure the success of your landing page, the builder should provide analytics options, tracking visitor behaviour, landing page conversion rates, and other key metrics.

5. Responsive Design: As many users access content on the go, your landing page must look and work perfectly on all devices, including on a desktop, tablet, and mobile. A good builder ensures your design is responsive.

6. Easily Integrates with Email Marketing Platform: The landing page builder needs to easily integrate with your email marketing platform or have the capability to embed your email form onto the landing page.

7. Price: Consider your budget. Some builders offer free plans while others require a monthly or annual subscription. Choose one that offers the features you need at a price you’re comfortable with.

Remember that the best landing page builder for you depends on your specific needs and objectives.

Take time to evaluate different options, read reviews, and, if possible, take advantage of free trials before making your decision. 

To help you get started we have included a list below of some of the landing page builders that we love and recommend, both free and paid.

4. Popular Landing Page Builder

Free Landing Page Builders

1. Your Own Website

The first suggestion we have for building a landing page for free is to use your website. For example, if you are using WordPress you can easily build WordPress landing pages with your theme builder.

Ideas include Divi or Elementor theme, as both of these offer landing page templates.

how to create a landing page to collect emails

You can then easily embed an email sign-up form onto your website, from your email marketing system. For example, you can create an email sign-up with MailerLite or Active Campaign, then embed the HTML code for those forms onto your landing page.  

Alternatively, if you are using Divi for example, you can also directly integrate your email platform into Divi’s form builder, making it incredibly easy to create an email capture landing page.

Divi WordPress Theme

If you have a site built on Wix or Squarespace you can also build lead-capture pages and collect email addresses. The best place to start is to identify if you have a landing page feature on your current website that you can use. Making this the perfect choice to get started.

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2. MailerLite

MailerLite is an affordable and easy-to-use email marketing tool that offers a free plan with landing page capabilities.

You can easily add an email opt-in form and connect it to a welcome automation to deliver your free resource.

MailerLite is a great option if you also need an email marketing system to house your emails. You can easily create a well-designed landing page with Mailerlite and build your email list within the platform at the same time.

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Easy to Use: MailerLite’s user-friendly interface and drag-and-drop editor make it easy even for beginners to create professional-looking landing pages.

Integration Capabilities: It integrates seamlessly with various platforms such as WordPress, Shopify, and Zapier, enabling a smooth workflow.

Rich Analytics: It offers robust analytics to track your landing page performance, helping you understand your audience better and optimise your strategy.

Built-in Photo Editor: This feature allows you to edit images directly within the platform, saving time and ensuring your visuals are on point.

Custom HTML Editor: For more technical users, the custom HTML editor provides the flexibility to customise landing pages even further


Limited Free Plan: While MailerLite does offer a free plan, and there is a lot you can do with it, it’s quite restrictive in its features and capabilities, such as limited customisation and advanced automation features.

Less Advanced Automation: Compared to its competitors like ConvertKit or ActiveCampaign, MailerLite falls short in the area of automation. Its automation features are less advanced and versatile, which means you are not able to build more complex automation.

However, in saying that, their automation may be plenty for your skill level and business, so it’s worth checking it out.

Slower Customer Service Response: Some users have reported slower response times from MailerLite’s customer service. 


Free for up to 1,000 subscribers with limited features and paid plans starting at $10 per month for up to 500 subscribers.

how to create a landing page to collect emails

3. ConvertKit

ConvertKit is a full-featured email service provider that is particularly popular among bloggers and content creators. 

It offers a free landing page builder that is intuitive and user-friendly, making it an excellent choice for those who are new to landing page creation. 

With ConvertKit you can also build your entire email marketing ecosystem, growing your email list and nurturing leads via email automation. 


Easy-to-Use, Intuitive Interface: The platform is designed with simplicity and user-friendliness in mind, making it a great choice for beginners.

Comprehensive Drag-and-Drop Builder: This feature allows for easy customisation of your landing page, even if you don’t have a background in web design.

Easy to Use Templates: Offers a variety of professional templates, ensuring you can find one that suits your brand and goals.

Conversion-Optimised Design: The landing pages are designed to maximise conversions, helping you to grow your email list effectively.

Seamless Integration Capabilities: Easily integrates with other software and platforms, enhancing its functionality.

Excellent Customer Support: The platform is well-known for its responsive and helpful customer service.

Robust Analytics Tools: ConvertKit provides detailed insights into your landing page performance, enabling you to tweak and improve your strategies over time.


Limited Design Options: While ConvertKit offers a variety of templates, the customisation possibilities are relatively basic compared to some other platforms.

A/B Testing Limitations: If you’re on the free plan, you won’t have access to A/B testing features, which are critical for understanding what works best for your audience.

Limited Features on the Free Plan: Several advanced features, like automation, are not available on the free plan.

Learning Curve: Despite the platform’s overall ease of use, there’s still a learning curve involved, particularly for those new to email marketing.

Cost: Compared to some other options on the market, ConvertKit can be a pricier choice once you move beyond the free plan.


ConvertKit offers a free plan for beginners which is a great starting point. Paid plans start at $9 per month for up to 300 subscribers, and the pricing increases with the number of subscribers. 

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3. HubSpot

HubSpot’s free landing page builder is a feature-rich tool that comes equipped with a variety of customisable templates that are professionally designed and optimised for conversion. 

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Easy to Use: HubSpot’s landing page builder is user-friendly with its drag-and-drop interface. This makes it easy for beginners to create a beautifully designed landing page.

Customisable Templates: The builder offers several professionally designed templates that are fully customisable.

This allows you to create landing pages tailored to your brand and target audience.

Integration Capabilities: Can easily integrate with other HubSpot tools and external systems.


Limited Features in Free Plan: While the free plan offers basic features, businesses with more complex needs may find it limiting. Advanced features are locked behind paid plans.

Less Advanced Automation: Similar to MailerLite, HubSpot’s automation features are not as advanced. 

Learning Curve: Although the builder is easy to use, mastering all its features may require a learning curve.


HubSpot’s landing page builder is free for up to 20 landing pages with simple templates. They do include the HubSpot branding.

Paid plans, offer more features and capabilities, starting at approximately $15 per month. 

how to create a landing page to collect emails

Paid Landing Page Builders

1. Your Email Marketing Platform

Many email marketing platforms such as Active Campaign, MailerLite, and ConvertKit, have landing page features included. If you are already using an email marketing platform, then this is a great place to start. 

When using your email marketing platform it makes it a seamless process of adding leads onto your email list and sending email marketing campaigns with ease.

how to create a landing page to collect emails

2. Lead Pages

Leadpages is a dedicated landing page builder that makes building landing pages incredibly easy. 

It allows you to quickly create and publish web pages, optimise them for mobile, and integrate them with your email, CRM, or marketing automation platform. 

Leadpages also offers A/B testing capabilities to help you determine the most effective version of your landing page.

how to create a landing page to collect emails


  • Easy drag-and-drop interface.
  • A wide selection of templates.
  • Mobile-responsive designs.
  • Integration with major marketing tools.
  •  A/B testing capabilities.


  • Limited customisation options compared to other landing page builders.
  • Lack of advanced analytics in lower-priced plans.
  • Unable to take payments, if you are looking at a charging for an offer within your sales funnel.


Leadpages offers a 14-day free trial, then their pricing plans start at $37 per month when billed annually.

how to create a landing page to collect emails

3. ThriveThemes

Thrive Themes is a comprehensive WordPress plugin that has amazing landing page capabilities.

Its primary feature, Thrive Architect, is a front-end, drag-and-drop page builder that allows you to construct visually stunning and high-converting landing pages. 

With various pre-built templates and highly customisable elements, you can design a landing page that perfectly aligns with your brand and objectives. 

Thrive Themes also integrates seamlessly with popular email marketing tools like Active Campaign or ConvertKit via API, making it an excellent choice for collecting email addresses. 

It’s one of our favourite WordPress plugins due to how easy it is to use, with amazing features and templates. 

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  • Intuitive drag-and-drop page builder.
  • Extensive library of templates tailored for different purposes.
  • High level of customisation, allowing for unique designs.
  • Seamless integrations with popular email marketing tools.
  • Comprehensive toolkit that can elevate other aspects of your website.


    • Steeper learning curve for beginners compared to other page builders.
    • Subscription-based pricing might be expensive for small businesses.
    • Limited customer support options.


    Thrive Themes membership, which includes all of their tools, starts at $25 per month, billed annually.

    how to create a landing page to collect emails

    4. ClickFunnels

    ClickFunnels is an all-in-one marketing solution that goes beyond just landing page creation. It enables businesses to design complete sales funnels optimised to boost conversions and customer engagement. 

    The pre-designed templates are conversion-focused, reducing the need for extensive design knowledge.

    The platform also integrates with the most popular email marketing services, allowing you to seamlessly collect and manage emails. 

    If you are looking for a full landing page and funnel builder, then ClickFunnels is your ideal choice.

    With incredible features to create in-depth funnels, ClickFunnels has it all and is a well-loved program amongst digital marketers.

    how to create a landing page to collect emails


    User-friendly Interface: ClickFunnels has a drag-and-drop interface that makes it easy to create landing pages.

    Templates: Pre-designed, conversion-optimised templates for multiple industries.

    Marketing tool: A comprehensive solution that includes sales funnels, not just landing pages.

    App Integration: Seamless integration with most popular email marketing services.

    A/B testing: Provides A/B testing to optimise landing page performance.


    Can be overwhelming: The multitude of features can be overwhelming for beginners.

    A bit pricey: More expensive compared to other landing page building options.

    Glitches: Some users report occasional glitches with the software.

    Limitation: Limited customisation options compared to other platforms


    ClickFunnels offers a 14-day free trial. After that, pricing starts at $127 per month for the basic plan, which includes up to 20 funnels, 100 pages, and 1 user. 

    how to create a landing page to collect emails

    5. Designing Your Landing Page Copy

    Designing an effective landing page is a blend of science and art. Remember to keep your copy and design concise, clear, and motivating. 

    Here are some tips to get you started:

    Headline and Subheadline: Create your headline and subheadline to grab attention and convey a point of difference. Keep them simple, clear, and focused on the benefits for the user.

    Engaging Body Copy: Write user-focused copy that speaks directly to the reader’s needs and challenges. Use the language and tone that resonates with your audience.

    Clear and Strong Call-To-Action (CTA): Your CTA should clearly tell visitors what they should do (e.g., ‘Sign Up’, ‘Download Now’, etc.) and what they’ll get. Make it stand out visually.

    List of Benefits: Instead of focusing on features highlight the benefits that the visitor will receive by taking the desired action. Use bullet points for easy readability.

    Social Proof: Include testimonials, case studies, or client logos to enhance credibility and trust.

    Privacy Statement: To alleviate any concerns, include a brief note about not sharing or selling personal information gathered from the form.

    No Distractions: Keep your landing page free of any elements that might distract the user from the main goal – providing their email.

    Remove navigation links to other pages or any other unnecessary information.

    how to create a landing page to collect emails

    Integrate with Your Email Marketing Platform

    After creating your landing page, it’s time to integrate your email marketing so that you automate your email campaigns. 

    You can easily use any of the tools mentioned above to connect to your opt-in form, such as Active Campaign, MailerLite or Convertkit.

    Many systems have native API integrations built-in or you can create a form and embed the HTML code onto your landing page.

    Promoting Your Landing Page

    Once your landing page is ready it’s time to promote it to your ideal audience. The goal is to direct as much relevant traffic to your landing page as possible. 

    Here are some ideas to get you started:

    Social Media: Share your landing page on social media. This is one of the most cost-effective ways to promote your landing page. 

    Share your landing page link, create posts around your lead magnet, and talk about the offer. For example, if you are promoting a free downloadable, talk about the benefits of your guide.

    Content Marketing: Write engaging blog posts and articles related to your landing page’s offerings and include the landing page link within the content.

    This strategy not only drives traffic to your landing page but also boosts your SEO ranking. If you have a YouTube channel or Podcast, talk about your free offer and share your landing page link. 

    how to create a landing page to collect emails

    Email Marketing: Promote your landing page in your regular newsletters or dedicated email blasts.

    Your existing email list is an excellent resource for reaching individuals who are already interested in your content or offerings. 

    Although they are already on your list, sharing more value with them will keep them engaged and subscribed.

    Paid Advertising: Consider investing in paid advertising on platforms like Google Ads or Facebook Ads to reach a wider and more targeted audience.

    Monitoring and Analysing Performance

    After you have launched your landing page it’s essential to continually monitor and analyse its performance.

    This will allow you to understand what’s working and not working, and how to further enhance its effectiveness.

    Consider the following:

    • Performance Metrics: Pay close attention to metrics such as bounce rate, time on page, and conversion rate. These metrics can help identify areas of the page that are performing well or need improvement.
    • Google Analytics: Use this tool to monitor your landing page traffic and audience behaviour. It can provide valuable insights into how users are interacting with your page and where they are dropping off.
    • Conversion Rates: Keep a close eye on your conversion rate. This is the percentage of visitors who complete the desired action (in this case, providing their email). If this number is low, you might need to adjust your CTA, offer, or other aspects of the page.
    • Bounce Rates: This is the percentage of visitors who leave your page without taking any action. A high bounce rate might indicate that your page is not resonating with your audience or that there are technical issues with the page.

    • Engagement Metrics: Metrics like time spent on a page, page views, and return visitors can give you an idea of how engaging your content is.
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    A successful landing page draws in your ideal audience’s attention, offers value, and prompts visitors to share their email addresses. 

    When you map out the process and work backwards, i.e. starting with your ideal audience and your goals, you can create a landing page that resonates and converts.

    The key is to keep things simple, have a clear call to action and offer something of value. This will help increase conversions and build your email list faster. 

    Remember to choose a landing page builder that will work for you and your business and always analyse its performance. 

    It can take time and some finessing to get things working well when it comes to landing pages and your sales funnel. 

    Analyse every step to fully understand what changes you need to make to increase conversion rates and performance.

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    Next Steps

    If all of this seems overwhelming and you’re struggling to identify your goals and translate them into a high-converting landing page, then be sure to reach out. 

    We can help with every step of your funnel from strategy, design and set-up, taking care of all of the moving parts for you. Book a free discovery call with us today to learn how we can support you.

    Disclosure: Some of the links in this post are ‘affiliate links.’ This means if you click on the link and purchase the item, we will receive an affiliate commission.


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