Your website gets visitors every day, but most of them will leave without purchasing or contacting your business. For many business owners, it’s frustrating to learn that they’re missing out on potential customers. Every visitor to your website represents an opportunity. They’ve already shown interest by finding you online. However, most website visitors aren’t in a position to make an immediate purchase. But what if you could continue the conversation with those interested visitors, nurturing the relationship until they’re ready to buy? That’s exactly what an email list can help you to do.

You can send regular, valuable emails to your list, sharing tips, expertise and staying top of mind with your subscribers.

Why Build an Email List?

Email subscribers are significantly more likely to become customers than visitors who view your website once. With email, you’re nurturing a relationship, taking the time to share your expertise and staying in front of mind. Unlike other marketing channels, such as social media, where your posts are in a crowded feed, email marketing gives you direct access to your audience’s inbox.

Offer Something Valuable

A lead magnet is a free and valuable resource you offer to visitors in exchange for their email address. Your lead magnet will solve a specific problem for your ideal customer, typically one of their most common frustrations that leads them to your products or services. Examples of a lead magnet include a guide, template, checklist, and mini-course.

Pop-up Forms

When used properly, pop-ups can be a great way to generate leads from your website. Setting a timed delay before showing a pop-up is important, as this helps avoid frustration and only shows your sign-up form to interested visitors. A delay of 30 seconds is a good rule of thumb. Keep your pop-up simple, with a compelling headline and clear benefits explaining why a visitor should sign up.

Embedded Forms

Sign-up forms should be placed in high-visibility locations throughout your website. Don’t just hide your form in your website’s footer. Consider adding a sign-up form to your homepage, at the end of your blog posts, and on any popular pages. Use different messaging for your sign-up form on each page to appeal to visitors at various stages of interest in your products or services.

Content Upgrades

A content upgrade is a lead magnet that specifically relates to the content someone is already viewing. Content upgrades are commonly used at the end of a blog post. With a content upgrade, you can offer additional resources that complement your blog post’s topic, such as downloadable worksheets, expanded guides, or checklists. Content upgrades give your visitors an ideal ‘next step’ to continue reading your valuable content.

Landing Pages

Consider creating a dedicated landing page for your most valuable lead magnets. A landing page is a standalone page that is solely focused on your offer. Typically, you’ll minimise distractions on this page, with the content being a headline, image or video, description of your offer, testimonials and a sign-up form. Test different headlines, images, and content to optimise conversion rates over time.

Nurturing Your New Subscribers

Now that you’ve turned your visitors into email subscribers, your next step is to give them a great welcome. Send an immediate welcome email that delivers your promised lead magnet and sets expectations for what will come next. For bonus points, you can create a welcome sequence, which is an automated series of emails sharing more about your business, your products or services, and includes an offer.

For personalised assistance on maximising your email subscriber list, contact Matthew Temple Consulting today.