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If you’re a small business owner, blogger or online entrepreneur, you already know that growing your email list is the best way to reach your audience and make sales. Marketing directly to your email list is way more effective than trying to sell to cold leads on social media or through organic search engine results.
Yes, you can totally drive traffic to your website from social media and search engines, but then you’ve got to snag those visitors and get them to opt into your email list. That’s where the real customer journey begins.
So make it super easy for your website visitors to sign up for your email list by creating more than one opportunity for them to find your opt-in form. The more you put your email opt-in form on different places on your website, the more chances you have to get visitors to sign up.
Don’t worry about coming across as too pushy or salesy. This strategy is designed to help you meet your visitors where they are when they enter your site, no matter where they land.
Here are a list of seven places you can add your email opt-in form on your website to increase your conversion rate:
7 Places to Promote Your Freebie Without Being Salesy
1. A Banner on Your Homepage
Placing a clear and obvious email opt-in banner on your homepage is the bare minimum of how you can invite people to join your mailing list.
As soon as someone lands on your homepage, they should see your form. Bonus points for putting it “above the fold,” meaning your visitor can find it without having to scroll down-screen.
Extra bonus points for adding a some snappy copy to the banner that lets your readers know what benefit they’ll get from your freebie.
If you’re just starting out and don’t have a squeeze page for your freebie yet (keep reading to learn more), your homepage is a sufficient alternative. Putting your banner above the fold gives visitors less reason to click away.
2. Homepage Footer
If your homepage has a longer layout with lots of content, don’t make your visitors scroll all the way up to the top of the page to opt in. I know it sounds silly, but let’s be honest — most readers will have forgotten that you have a freebie to offer by the time they get to the bottom of your homepage.
Take out all of the barriers and excuses and add an email opt-in form to your homepage footer. The design can be narrower and simpler than the banner you placed at the top of the page so you don’t feel like you’re pushing your opt-in too hard on your visitors.
3. Blog Sidebar
Your blog sidebar is also a must-have location for your email opt-in form. If you write blog posts to promote your business, you’ll be popping up in people’s search engine results, which means they may only be reading that one post before they leave your site. That visitor may never even see your opt-in form if it’s only on your homepage.
So take advantage of this kind of traffic by adding your email opt-in form to your sidebar. My favorite WordPress tool for adding a sidebar opt-in form is Bloom by Elegant Themes. Bloom integrates with several email service providers and has an abundance of customization features for cohesive branding.
The benefit of adding your email opt-in form to your blog sidebar is that you can set it and forget it. You don’t have to worry about remembering to include it on each individual blog post.
4. Blog Posts
Double-down on your email opt-in opportunities by adding your form after the content of each blog post.
While having your form in your blog sidebar is a good start, adding it to the bottom of your blog posts is a level-up.
Most email service providers have WordPress plugins that let you add web forms to your posts. I use the ConvertKit plugin for WordPress which allows me to connect my opt-in form to the bottom of every blog post I write. (Keep scrolling to see an example of how I do it.)
This option is very convenient if you have various content upgrades that your readers can sign up for. While your readers may not use your sidebar form to opt into whatever freebie you’re offering there, they may opt into the content upgrade you’re offering at the end of your blog post.
5. Squeeze Page
A squeeze page is one of the essential pages every entrepreneur should have on their website. It is an effective tool you can use to market and promote your freebie without distracting visitors with other content on your website.
For example, if you’re promoting your freebie on social media, you can use your squeeze page URL as your profile link. Also, if you’re a guest contributor to a blog or webinar, you can promote your squeeze page link to increase conversion from your exposure to new audiences.
If you send new and targeted visitors to your homepage opt-in instead of your squeeze page, they may get “shiny object syndrome” and get distracted by other content on your website. Worse yet, they may get confused when they land on your homepage when they were expecting to land on a straightforward and simple opt-in page.
Not sure how to create a squeeze page for your website? Many email service providers include a landing page builder feature that you can use as an alternative.
6. Resources Page
Every entrepreneur and blogger should have a resources page. It’s an opportunity to generate affiliate income for products and tools you love and can recommend.
A good resources page also includes recommendations for free products and tools as a sign of goodwill to your audience so they know you’re not just in it for the affiliate commission.
So why not include your lead magnet as one of of the free resources that you can recommend to your audience?
You can take the same format you used for your homepage banner or footer opt-in and add it to your resources page.
It’s not salesy or pushy to do this. You’re literally providing free value to your audience by adding another opportunity for people to get the resources that can help solve their problems.
7. Website Pop-Up
I know what you’re thinking:
“Everyone knows a pop-up makes you look very, very salesy.”
I was one of them at first, too. I thought pop-ups were annoying, and quite honestly, a little presumptuous.
I’d see a pop-up and think, “Hey, can I get 10 seconds to actually read the content on your homepage before you start hounding me to sign up for your email list?”
But then I learned that you can choose when and where a pop-up is displayed on your website. Yes, it’s true!
When I started using Bloom by Elegant Themes I was able to control the trigger for my pop-up, which made me feel much less spammy. Now I trigger it to only display on pages other than my homepage, or when someone has scrolled all the way to the bottom of a page.
Adding a pop-up to your website is a good thing. Most people expect to see one nowadays. We’re used to being inundated with advertising.
And now that you know your pop-up doesn’t have to be the only opportunity you have to promote your lead magnet, you don’t have to feel like you have to display it immediately on your site.
A pop-up also gives your visitors the impression that you’re a serious business actively trying to build an audience and gain customers.
Adding your email opt-in form to multiple locations on your website will create increase opportunities for you to convert visitors into subscribers. It doesn’t matter if your website has heavy traffic or one unique visitor per month. Every chance you get to market your business or blog is worth taking. Plus, these are all ways to grow your email list on autopilot, which is always a welcomed benefit.
Use Your Entire Website as a Marketing Tool
Whether you’re a blogger or a small business owner, your website is the hub of your digital marketing strategy. That means there’s certain content you should include on your site to attract your target audience. Grab The Website Preparation Workbook and I’ll show you exactly what elements your website needs to help you grow your audience faster.