In Mailchimp, click Create, choose Landing Page, name it and pick an audience, then click Begin. Choose a template, edit the blocks, set the page title and URL, then click Publish. Choose the audience carefully, because it can't be changed after publishing, and note that iframes and custom HTML aren't allowed.
Three rules to know before you build
A landing page here is a single page built to do one job, usually to collect sign-ups for a lead magnet, a waitlist or an event. The builder works like the email designer, so if you've built a campaign you'll recognise it. Before you start, though, three rules shape what you can do:
- Every page is tied to one audience, and that audience can't be changed once the page is published.
- You can't use iframes or custom HTML on a landing page.
- Merge tags can't be used on public landing pages, because they pull individual contact data.
A page can collect email addresses and, if you have an approved SMS program, subscribed SMS contacts as well.
Building the page from start to publish
1. Start a new landing page
Click Create, then Landing Page. This opens the setup dialog.
2. Name it and choose the audience
Type a name, which is only for you and won't show publicly, then pick an audience from the drop-down and click Begin. Take a moment here: this is the one choice you can't undo after publishing.
3. Pick a template and edit the blocks
Choose a template, then customise the content blocks or add new ones. If the page is collecting sign-ups, add a Signup Form block, which adds new subscribers to the audience you chose.
4. Preview and save
Click Preview to check the layout and any default content you haven't replaced, then Save & Close.
5. Set the title and the address
The page title appears in the browser's title bar and defaults to your internal name, so change it with Edit title and icon to something a visitor should see. Under Edit URL, choose Use a custom domain or Use a Mailchimp domain. A custom domain needs a higher Websites plan.
6. Add tags and tracking
A signup form on the page can add up to 5 tags to anyone who subscribes, which is the easiest way to know later who came from this page. Adding tags needs an account user level of Manager or higher. For tracking, you can choose Track with Mailchimp, Meta Pixel and Google Analytics; you'll need to accept some extra terms the first time.
7. Publish and share the link
Click Publish. The page goes live, but it's unindexed, so nobody will find it until you share the link in an email, a social post or an ad.
Live doesn't mean found
The Mailchimp Help Center article on creating a landing page puts three limits side by side: the audience is fixed once you publish, iframes and custom HTML aren't allowed, and the page is unindexed until you share it. The last one surprises people who expect a new page to show up in search. Plan the promotion before you publish, because the page won't bring in visitors on its own.
The no-HTML rule also means you can't paste in a video embed code or a third-party widget. Stick to the built-in blocks, and link out to anything that needs an embed.
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Making the page convert
Tools only get you so far; the layout and the words do the rest. This guide on laying out a landing page that converts covers structure, and these prompts for landing page copy help with headlines and button text. If you're weighing email platforms for a store, my comparison of the two email platforms sets them side by side.
If your offer needs a longer form, HubSpot forms support multi-step forms of up to 20 steps on higher subscription tiers, which can suit a quote request or an application better than a single signup block.
My advice for your first landing page
Build one page for one offer and one audience. Write a page title a visitor would recognise, add a tag such as the name of the lead magnet, and switch on tracking before you publish. Then share the link straight away in an email to your list, because a page nobody links to stays invisible.
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Frequently asked questions
Can I change the audience after publishing?
No, only before you publish.
Can I embed HTML or an iframe?
No. They can't be used in landing pages.
How many tags can a signup add?
Up to 5.
Will Google find my page straight away?
No. It's published unindexed, so nobody sees it until you share the link.
Can I use my own domain?
Yes, on a higher Websites plan, or you can use a Mailchimp domain.
