How To Turn Blog Visitors Into Email Subscribers

Convert website traffic into email subscribers blog header image

Content marketing is a great way to bring traffic to your website.

And I’m sure you’re putting in lots of hard work to create great content that brings people to your site. But are you letting them leave without turning them into email subscribers?

And while there’s a tonne of things to talk about around this, today I’m going to focus on getting specific with Calls to Action.

Think about it.

You spend all that time crafting valuable blog content, so that someone lands on your page, looking for an answer to a specific question.

Once they’re done, chances are, they’ll just close the tab and move on to the next thing.

But what if you made them an irresistible offer? What if you had some extra content that complements the blog post?

Yes…I am talking about the tried-and-true lead magnet.

But how to get them to take that action, and opt-in?

Get Strategic with your CTAs

You need to put yourself in your visitors’ shoes.

By including clear references to the lead magnet within the post, you make it super obvious why they should bother taking that next step. The trick is to not just create an opt-in for the sake of it. Make sure it’s a helpful addition to the information you’re sharing in the post.

If you’re thinking that sounds like a lot of work to create lead magnets for every post…you’re right. It is.

But this approach means that you’re being way more intentional with your blogging than you might otherwise be. And getting strategic with your content marketing is a good thing.

Add more than one CTA in your blog post

Let me show you what I mean with an example.

Here’s a link to a post on my website:

How to Plan Your Website in Five Easy Steps

In the post in have the following CTAs – all of which are a variation on the same theme.

  1. I’ve made a number of text references to the lead magnet within the post, encouraging the reader to take another look and possibly opt-in.
  2. I have a big graphic encouraging them to click and download the opt-in.
  3. I have an opt-in in the sidebar.
  4. And then, when they get to the bottom, I give them another nudge.

Craft Your CTAs to Cater for Different Readers

Visitors to your website are going to be varied in the way that they consume your content.

By using different ways of presenting your CTA (and catering to their different reading styles) you’re increasing your chance of converting that visitor into a subscriber on your email list.

1. Click links within the text

Web visitors are generally split between those who skim read looking for nuggets, and those who like to take their time and read your posts in detail.

For those who are really consuming your content, sprinkle a couple of linked references to your download within the body of your post.

It’s a great opportunity to explain in context, exactly what extra benefit they’ll get from the download you’ve created.

2. Linked graphics

For the skim readers, and more visual consumers, a branded graphic is a great way to get their attention.

It helps solidify your visual brand message, and bonus – it’s hard to miss!

I usually put one towards the top of my post, and another at the very end.

3. Use your sidebar!

The sidebar of your post is a great place to showcase your lead magnet.

The online community is an increasingly sophisticated bunch, and there are people who really want to only get content that is truly valuable to them. Any hey, that’s fair enough!

Link your sidebar image to a landing page, where you can go into more detail about what the download contains, and really talk up the benefits of subscribing to receive it.

It requires extra effort on your part, but think of it this way. It’s a great way to check the value of what you’re offering. If you can’t list out the benefits of your download in a compelling way, maybe it’s not as irresistible as it could be.

4. Make your widget ‘sticky’

If you look at the sidebar of this post, you’ll see that I’ve got an image that links to my Facebook Group (which you can join here!).

Have you noticed that it ‘follows’ you as you scroll down the page?

I wrote a post that you can find here, explaining how to set this up. It’s actually pretty easy to do, and by doing this you’re making it REALLY easy for your visitors to grab your content. Don’t make them hunt around!

In conclusion

Content marketing is a beast. There’s no getting around it! And to do it right, you really need to invest time and energy into creating posts that offer truly valuable content to your audience.

In return for all the hard work you put in, make it as easy as possible for your readers to join your email list.

You might be thinking that following the advice in this blog post is overkill, or that you’ll be bombarding your visitors with the message to “Sign Up!!”, “Download!”.

That’s really not the case. It might feel that way while you’re creating all these different elements, but that’s because you’re immersed in the experience of pulling it all together.

Your website visitors will probably only really notice one of the CTAs – the one that appeals to their reading style, or preferred method of consuming your content.

All you’re really doing is casting your net a bit wider.

And as long as you are creating truly valuable content, it’s a win-win on both sides.

Confused about how to create your lead magnets, and link them to opt-in forms?

Sign up to my FREE 9-day email challenge, where I walk you through my process for creating targeted lead magnets that attract your ideal client, while steadily growing your list.

Grow your email list with my free email challenge


Cathy Topping

Cathy Topping

Creator - Your Web Toolkit

Cathy is the owner of Your Web Toolkit, where she empowers online entrepreneurs to turn their business dreams into reality.


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