What are the best locations for an email opt-in form to capture leads?

Grow your email list

Why build an email list?

Capturing email leads is one of the most consistently successful marketing strategies you can follow. Building a list lets you reach out to subscribers with content, offers, and brand awareness, helping to grow your business. For many business owners, though, an email opt-in form is an afterthought, with no clear strategy for maximizing results.

Business owners who make email marketing one of their primary strategies will usually be rewarded with more customers and long-term readers. The offer you present is, of course, integral to increasing the number of leads you acquire, but it is also vital to think about the location of your opt-in form within your blog. So where should you consider placing opt-in forms on your blog?

Separate Squeeze Page

A squeeze page usually offers the highest conversion rate, so it is worth considering diverting readers to a separate page. Your squeeze page can be dedicated to securing new subscribers, offering more space to promote an opt-in bonus. It won’t always be appropriate to move people to a different page, but for prize offers, you might need to properly detail the benefits of joining your list. An additional benefit of a separate squeeze page is the ability to run A/B tests, allowing you to track and test until you have an optimal offer.

Pop-Up Form

A pop-up form is an effective way to gain subscribers, but not all website visitors will be comfortable using one. A section of your audience will be frustrated by a pop-up, potentially losing you some readers. A pop-up can, though, provide a high conversion rate, so should be considered. It’s imperative that you have familiarity with your audience and what they may or may not like when it comes to pop-ups. An effective way to create a balance is to show the pop-up as visitors are motioning to leave, offering an enticing bonus without interrupting the content they came for.

End of a Blog Post

After a reader has consumed a blog post, providing a relevant opt-in offer can secure a good proportion of subscribers. To maximize results, make sure the offer has close relevance to the content they have just completed. For example, offer a PDF version of the article, a mind map, a resource list, or some additional tips that weren’t featured in the original content.

Fixed Header

Adding an opt-in bar to the top of the page ensures all readers will see it when they land on your site. You can also design the form to be fixed, so it stays visible when visitors scroll. It is possible for this type of form to become a distraction, leading to a negative user experience. To avoid any problems, though, you can limit the size of the header and offer the ability to remove it.

Fixed Footer

As you may notice on this particular page, we include an opt-in form that was specially made for this blog post. It shows up as a fixed footer when the viewer scrolls down to at least 30% of the page. This helps conversions in a couple of ways: we know that the user is at least a little interested in content since they’ve scrolled to view at least 30% of the page. We used verbiage that speaks directly to the person based the content they are reading at the moment. It also helps that it is is non-intrusive, very simple, and to the point. This technique is one that has worked well for us in the past, and can work well for your website.


Most blogs locate their opt-in forms within the sidebar. This positioning comes naturally, as there is plenty of space next to blog navigation and other advertising. A sidebar opt-in form can be largely ignored on many blogs, so it is vital to offer an engaging bonus. Simply asking for readers to subscribe to your blog will meet limited interest, whereas a PDF download, competition entry, or tutorial should improve the conversion rate.

Depending on your blog design, you could add opt-in forms in multiple locations. Some locations are more aggressive, with pop-ups potentially aggravating some visitors. As with most online marketing strategies, though, testing and tracking results will provide the most accurate results. It is important to track subscriber rates, but also the number of people who take up any subsequent product offers you present to them. Ultimately, email marketing still remains one of the best ways to generate revenue and build a loyal readership, so maximizing the number of new subscribers will allow your business to flourish.

What are your thoughts?