Funnel script

Lead magnet opt-in page script

A complete lead magnet opt-in page script in under 150 words. Specific cohort + finished artifact in the H1, founder credibility in one line, two-field form (email + first name), what-to-expect bullet under the button. Converts 15 to 40% of qualified traffic.

Verified May 20, 2026 · editorial policy

TL;DR

As of May 20, 2026, the short version is: A complete lead magnet opt-in page script in under 150 words. Specific cohort + finished artifact in the H1, founder credibility in one line, two-field form (email + first name), what-to-expect bullet under the button. Converts 15 to 40% of qualified traffic.

TL;DR

Script: Lead magnet opt-in page script
Format: Single-page opt-in (inline or popup)
Target length: 100 to 150 words
When to use: Top of every content page, in exit-intent popups, and as standalone landing pages for paid traffic. The lead magnet opt-in is the lowest-friction conversion event on the site.
TL;DR: A complete lead magnet opt-in page script in under 150 words. Specific cohort + finished artifact in the H1, founder credibility in one line, two-field form (email + first name), what-to-expect bullet under the button. Converts 15 to 40% of qualified traffic.
Last verified: May 20, 2026

The script, block by block

Block 1 · Block 1: Headline (1 line)
Name the cohort + the specific finished artifact.
Say something like
The [specific number]-[unit] [artifact type] for [specific cohort] who [specific situation].
Founder note
Example: 'The 7-minute diagnostic for indie SaaS founders whose launch went flat.' Specific cohort + specific finished thing. Not 'grow your business'.
Block 2 · Block 2: Subhead (1 sentence)
What the reader can do once they have it.
Say something like
Use this to [specific outcome] in [specific timeframe]. No fluff, no funnel.
Founder note
The reader needs to picture themselves using the magnet. The subhead surfaces the end-state. 'No funnel' callout is honesty signal – they're not signing up for a 30-email sequence.
Block 3 · Block 3: Form (2 fields)
Email + first name. Nothing else.
Say something like
[Email field] [First name field] [Button: 'Send me [artifact]']
Founder note
Over 2 fields drops conversion 10–25% per additional field. Email is mandatory; first name lets later sequences personalize. Anything else is friction that doesn't pay back.
Block 4 · Block 4: Founder credibility (1 line under form)
Named founder, dated specific outcome.
Say something like
Built by [first name + last name], who [specific dated outcome with a verifiable number].
Founder note
One specific dated number beats every generic 'expert' claim. Generic credibility under opt-in forms reads as marketing and reduces opt-in by 5–15%.
Block 5 · Block 5: What-to-expect (1 line)
Tell the reader what arrives, when.
Say something like
Arrives in your inbox within 60 seconds. Plus one short email a week from [first name]. Unsubscribe anytime.
Founder note
Setting the cadence expectation reduces unsubscribes by 30–50%. 'One short email a week' beats 'sometimes we send you updates'. Honesty signal pays off through the entire funnel.

Variables to fill in

[artifact] – A finished thing. Not 'a guide' or 'a masterclass' – 'a 7-minute diagnostic'.
[cohort] – Specific. 'Indie SaaS founders post-launch' beats 'entrepreneurs'.
[outcome] – What the reader does with the magnet in one sitting.
[dated proof] – Founder credibility – one number with a date.

Common script-level mistakes

Vague magnet title ('grow your business' instead of 'the 5 funnel mistakes pre-revenue SaaS founders make').
Magnet promises a process, not a finished thing ('a complete guide' vs 'a 1-page diagnostic').
Over 2 fields on the form. Each extra field costs 10–25% conversion.
Generic credibility ('trusted by founders') instead of a specific dated number.
No cadence expectation. Subscribers who don't know how often you email unsubscribe at 2–3x the rate.

Questions founders ask about this script

Should I use inline opt-ins, popups, or both?

Both. Inline inside articles converts at 1–3% reliably. Exit-intent popups add another 1–2% without cannibalizing. Don't use timed popups – they punish engaged readers.

How long should my magnet be?

Short enough to finish in one sitting. A 1-page diagnostic, a 5-minute video, a single checklist. 30-page eBooks rarely get opened.

Should I require double opt-in?

Yes, for deliverability. Double opt-in reduces list size 10–20% but improves inbox placement for the remaining list dramatically.

Soap Opera Sequence playbook →
The Soap Opera Sequence is Russell Brunson's 5-email narrative welcome series. Each email continues a story arc that hooks the reader into opening the next: backstory > wall > epiphany > hidden benefits > urgency. Converts 2 to 8% of new subscribers to first purchase.

Now diagnose your live page

Script is the structure. The 90-second Launch Diagnostic checks whether your live page is breaking on Hook, Story, or Offer right now and tells you which block of this script needs the most work first.

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TL;DR