There are a lot of reasons your email list may not be growing.
One of them? A weak opt-in form. I mean… you didn’t really think a sad little “Subscribe Here!” was gonna cut it, did you?
An opt-in form isn’t just a box that lives in your website footer or a fleeting link in your Instagram bio. It’s a gateway—a first impression. An invitation, if you will.
Done well, it invites your dream client into your world and kickstarts a relationship built on trust and value. Done poorly, it’s an easy click away—and a missed opportunity.
So, let’s talk about how to intentionally create an opt-in form that actually converts.
BE INTENTIONAL
Your opt-in form has one job: to convince someone to hand over their email address. That’s a big ask in today’s inbox-overloaded world. So instead of treating your form as an afterthought, approach it like an invitation… because that’s exactly what it is.
The design, the placement, the copy—all of it matters. A well-crafted opt-in form reflects the quality of your brand and communicates that what you’re offering (whether it’s a newsletter, a freebie, or an exclusive waitlist for a group trip) is worth your reader’s time.
NIX THE “SUBSCRIBE NOW”
This is not the time for generic copy like “Sign up for updates” or “Subscribe to my newsletter.” That doesn’t tell anyone why they should care.
(I mean… would you subscribe if you don’t even know what you’re committing to?)
Instead, focus on what your ideal client gets from joining your list. What’s in it for them? How will your emails add value to their life or travel planning?
Some examples:
- Sassy travel insights and curated inspiration, delivered every Wednesday
- Grab This Guide: 7 Can’t-Miss Christmas Markets in Europe
- Download Now: Traveling With Teens—A Survival Guide
Use compelling, benefit-driven language. Make it personal. And if you’re offering a lead magnet or freebie, your form copy should clearly connect the dots between what the reader wants and what you’re offering, because fixing a problem? That’s always going to drive people to hand over their email address.
PLACEMENT IS EVERYTHING
You’ve got a killer freebie, a beautifully designed opt-in form with strong copy… and it’s still crickets.
This might be the issue: nobody can find it. Even the best copy in the world won’t help if no one sees your form. This is where strategic placement comes in.
Here are some of the best-performing spots to feature your opt-in form:
- Homepage Hero Section or Banner: Catch attention as soon as someone lands on your site by placing it where they can’t possibly miss it—at the very top of the first page.
- About Page: Readers who make it to this page are usually more invested—make it easy for them to stay connected.
- Blog Posts: Add inline opt-in forms in blog content. If they’re reading your blog, they’ll likely enjoy your other content (like a newsletter!).
- Dedicated Subscribe Page: This allows you to link directly to your opt-in form from social media, podcast interviews, or anywhere else you promote your email list. Not sure what this looks like? Take a peek at mine right HERE.
- Social Media Bios and Highlights: Use your Instagram link-in-bio or Facebook page CTA to lead to your opt-in form or freebie.
- Email Signature: Sneak in a link with a short call-to-action to passively grow your list over time.
The more intentional you are about placing your form in high-traffic and high-interest areas, the more chances you create for connection. More visibility = more effortless list growth.
MAKE IT PRETTY—AND SIMPLE
LESS. IS. MORE. A cluttered or clunky form won’t convert, because eyes will glaze over and people will click away. Keep your form clean, mobile-friendly, and easy to fill out. Ask for as little info as possible—usually just a first name and email address.
(Sorry, but I’m not putting in my IG handle, phone number, or any other info just to be on your email list, so don’t get wild with asking for a ton of info!)
If you’re using a platform like Flodesk, you can create beautiful, on-brand forms with drag-and-drop simplicity and embed them across your website and landing pages in a snap.
REVIEW & REFINE
For the most part, you can create a form and move along—it doesn’t need a ton of attention. But it is important to monitor how it’s performing. Are people signing up? If not, test different headlines, button copy, or placements. If nobody’s taking the bait, consider changing up your freebie or adjusting the value proposition in your copy.
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👋 Hey, quick note: Sometimes I include affiliate links in my blogs – ya know, because paying my bills is cool and I also have a gardening problem. But also because I wholeheartedly love the platforms and resources I use in my business and I want you to use them too. So here’s a legal head’s up that you may occasionally click through on a link I’ve shared and that means I make a few bucks on affiliate commission. Thank you for supporting Moxie and Fourth – and my startling flower seed collection.
