Opt-in page: what a squeeze page is and what to put on it
Updated November 13, 2026 · 8 min read
An opt-in page, also called a squeeze page or lead capture page, is a web page with one purpose: a visitor leaves an email address in exchange for something useful, usually a lead magnet. It carries a headline, a short promise, a preview of what they get, a form, a consent checkbox and one button. It has no menu and no second offer, so nothing on it competes with the form.
What is an opt-in page (or squeeze page)
An opt-in page is a page where a visitor chooses to give you an email address, and gets a free resource in return. "Opt in" means the person says yes on their own. The name squeeze page describes the same page from the marketer's side: everything on it is squeezed down to one decision, sign up or leave.
You will also see it called an email capture page or a lead capture page, depending on the tool. What it gives away is a lead magnet: a checklist, a guide, a template, a video lesson. If you have not made yours yet, see how to create a lead magnet first.
Squeeze page vs landing page vs sales page
A squeeze page is one kind of landing page: the kind whose only goal is an email address. A landing page is any page built to receive visitors from one source with one goal, and a sales page is the one whose goal is a payment. The differences show in what each asks for and how long it needs to be.
| Opt-in page (squeeze page) | Landing page | Sales page | |
|---|---|---|---|
| Goal | An email address | One action, which varies: sign-up, demo, download, purchase | A payment |
| What the visitor gives | First name and email | Depends on the goal | Money |
| What they get | A lead magnet, right away | Depends on the goal | A product or a service |
| Length | One screen, sometimes two | Short to long | Long: the price has to be justified |
| Links out | None, apart from legal links | Few | Few, plus the checkout |
| Where it sits | At the start of a funnel | Anywhere | At the end of a funnel |
When the page gives away a lead magnet, people also say lead magnet landing page. It is the same thing. The opt-in page is the first step of a longer path, described in our guide to the lead magnet funnel.
What goes on an opt-in page
Six elements, in this order: a headline, a promise, a preview, a form, a consent checkbox and a button. Before adding anything else, ask whether it helps the visitor decide.
The headline
The headline names the result the visitor will get, in their words. "The 12-point checklist before you launch a podcast" works better than "Free podcast guide", because the first one can be pictured. If your lead magnet has a good title, the title is the headline.
The promise
One or two sentences under the headline say what is inside and who it is for. This is the place for specifics: the number of pages, the time it takes to read, the problem it removes. Keep your own presentation for the lead magnet itself: at this point the visitor is deciding about the resource.
The preview
A preview shows that the thing exists. The first page, the cover or a short list of what the reader will find is enough. People hesitate to give an address for something they cannot see.
The form fields
Ask for the email address, and the first name if you plan to use it in your emails. Each field you add is one more reason not to finish the form. Phone number, company and job title can wait for a later conversation.
The consent checkbox
The checkbox is where the visitor agrees to receive your emails. It sits just above the button, unticked, with a sentence that says what they are signing up for. The section on GDPR below explains why it is there.
The button
The button says what happens when it is pressed: "Get the checklist", "Read the guide". "Submit" says nothing. One button on the page, in a color that stands out from the rest.
Opt-in page examples
Here are three opt-in page examples, described element by element, that you can adapt to your subject. Each one can be taken in at a glance.
- A nutrition coach. Headline: "7 keto dinners ready in 20 minutes". Promise: the recipes, the shopping list and the macros for each plate. Preview: the first recipe page. Button: "Get the recipes".
- A freelance designer. Headline: "The brief template I send to every new client". Promise: nine questions that avoid a second round of revisions. Preview: the template's first section. Button: "Read the template".
- A YouTube creator. Headline: "The gear list from this video, with links". Promise: every item shown, sorted by budget. Preview: the top of the list. Button: "See the list".
All three name a concrete object and promise a result that fits in a line. For more formats to put behind the page, browse these lead magnet examples.
Common opt-in page mistakes
The mistake to look for first is a page that does two jobs. Several of the others below are versions of it.
- A navigation menu, social icons or a second offer: each one takes the visitor away from the form.
- A headline about the format ("Free ebook") instead of the result.
- A form with five fields for a two-page checklist.
- No preview, so the visitor has to trust a description.
- A consent box already ticked, or no box at all.
- A slow or unclear delivery: the visitor signs up and does not know where the resource is.
- A page that is hard to read on a phone, when the clicks come from a bio or a video description.
What the consent checkbox is for (GDPR)
The checkbox is how a person tells you, by a clear action, that they agree to receive your emails. The GDPR, the European data protection regulation, treats an email address as personal data and expects consent to be given freely, for a stated purpose, and to be provable later.
A careful opt-in page therefore does four things. The box is unticked by default. The sentence next to it says what the person will receive and from whom. The form cannot be sent in a way that hides this choice. And you keep a record of when each person agreed, so you can show it if asked.
Double opt-in is a different thing: after the form, the person receives an email with a link to confirm the address. It is a setting of the emailing tool, separate from the checkbox on the page.
How to get an opt-in page without building one
The fastest way is to use a tool that makes the opt-in page from the lead magnet. With a landing page builder you choose a template, edit the headline, connect a form to an emailing tool and set up the delivery. It works, and it gives you control over every pixel; the Sublead and Leadpages comparison shows what that route involves.
In Sublead there is no page to build. You write the lead magnet as a document and press Publish. The link you get is the opt-in page, made from the document: a first name field, an email field, a required consent checkbox and a button. The date of each consent is kept. After signing up, the visitor reads the document on the page right away, so no delivery email is needed.
Sublead is free for unlimited opt-in pages and contacts. It shows views, sign-ups and conversion rate per day, and it can send each sign-up to Systeme.io or ClickFunnels with a tag you choose.
Questions and answers
- What is a squeeze page?
- A squeeze page is a web page whose only goal is to collect an email address in exchange for a free resource. It has a headline, a short promise, a form and one button, with no menu and no other offer. Opt-in page and lead capture page mean the same thing.
- What is the difference between a landing page and a squeeze page?
- A squeeze page is a type of landing page. A landing page can aim at any single action (a sign-up, a demo, a sale); a squeeze page aims at one only, the email address, and is usually one screen long.
- What should an opt-in page include?
- A headline that names the result, one or two sentences of promise, a preview of the resource, a form with first name and email, a consent checkbox and a button that says what happens next.
- Do I need a consent checkbox on an email capture page?
- If you collect addresses from people in the European Union, the GDPR expects a clear, provable agreement to receive your emails, and an unticked checkbox is the usual way to get it. This is general information, not legal advice.
- How do I make a squeeze page for free?
- Use a tool with a free plan that hosts the page. In Sublead you write the lead magnet, press Publish, and the opt-in page is made from it; opt-in pages and contacts are unlimited on the free plan.
- How many fields should a lead capture page have?
- As few as possible: the email address, and the first name if you will use it in your emails. Phone number or company can be asked later, once you are talking.