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10 Creative Places to Put Email Opt-in Forms on Your B2B Website

Published by in B2B Marketing

I remember when I created my first blog. I got 2,400+ visits the first month and only 5 email subscribers.

With a .002% conversion rate I wasn’t going to build a massive following anytime soon, so I decided to be more creative with putting my email opt-in forms in the right places.

With time things got better and now I convert on average of 4-5% on all blogs that I manage.

optin forms

I know how difficult might be to build your email list. That’s why I decided to share with you some tips on where to put your email opt-in forms in order to generate the maximum amount of subscribers you can get.


Your homepage is one of your most visited pages on your site. And most people that I know use it only to try to sell something.

But the truth is most people won’t make a purchase, especially a large one like software, on their first visit, so use it to convert these visitors into email subscribers as well. Later on, you can nurture and sell them your product or service with a much higher success rate.

The 4-Hour Work Week 

The entire homepage of the famous blog of Tim Ferris has been designed to convert you into an email subscriber.

4 hr work week

He did a great job including influence triggers, such as:

  • authority (#1 New York times & #1 WSJ best-selling author)
  • social proof (customer reviews of his books and testimonials from New York Times, Wired and Men’s Journal)

Even if you’ve never heard of the guy, you will start thinking he’s up to something. And he even looks good on the photo!

And his value offering is huge – if you sign up you get the first 50 pages of his best-selling book 4-hour workweek.


The blog of Noah Kagan is taking this one step further by focusing almost his entire website on getting the opt-in.


Even the top navigation menu on the homepage has been removed, so you don’t get distracted.

The value proposition is clear – get access to his best business hacks.; you will learn how he grew 2 multi-million dollar business and a list of 700K+ subscribers.

Blog Side Bar

Social Triggers considers a blog’s side bar to be one of the 7 highest converting places to add an opt-in form.

According to Derek Halpern, you should place your email opt-in form at the very top of your side bar. Otherwise, you could be losing valuable email subscribers who sometimes don’t look further down the page.

Another way to maximize conversions from your opt-in form is to use contrasting colorsHalpern pointed out that colors that stand out from the rest of your design are more likely to be clicked. If it blends in, it gets ignored.

That’s why he believed people should have 2 types of colors on their websites:

  • Passive colors that make up your brand and your design
  • Action colors where you want people to click and take action

For example, on Social Triggers he uses purple as an action color. You can see how the opt-in form on the side bar is purple, so it stands out and attracts attention.

social triggers

So now the question is should you place your side bar on the left or on the right side of the page?

Neil Patel ran a test and found out that having a side bar on the left increased his opt-ins with 13%. However, this also caused a 9% drop in people reading the blog posts. Since the main purpose of his blog is to educate people, he decided to leave his side bar on the right even though he had a lower conversion rate.  

Exit-intent Pop-up

Food craft blogger Nikki McGonigal found that exit-intent popups drive 1375% more email subscribers than her side bar. In other words, with a conversion rate of 5.5% you’d be crazy not to use them as a way to grow your email list!

For an exit-intent pop-up to work, make sure it only appears when someone is about to leave your site.

Matthew Woodward ran an experiment with pop-ups he placed to appear 7 seconds after someone visited his site. The result were 9.29% drop in pages per visit and a 10.20% drop in average visit duration.

exit pop up

Before the pop-up he had a conversion rate of 0.85%, and after it: 1.23%.

This is still not as good as the exit intent popup from McGonigal that converts at 5.5%. And the other downside is that he lost a lot in terms of engagement with visitors.

So the bottom line is for maximum results use only exit-intent popups. That way visitors will have the chance to read your content without interruptions, and you’ll have the opportunity to convert them at the moment they’d like to leave your site.

Top Bar

ProBlogger added a sticky top bar to their site that helped them increase conversion rates with 25%.


A great thing about the top bar is that it’s always visible on the page. No matter how much you scroll down, your visitors can still see your call-to-action. This is not true for most opt-in forms, which are visible only on certain places of your site or at a certain time (like when you’re about to leave with the exit-intent popup).

In, all cases you should test various options and see how they affect your conversion rate and bounce rate. Then you should decide what works best for you and your site’s audience.

Yellow Box

Brian Dean of Backlinko used the Yellow Box with the combination of the content upgrade to increase his conversion rates by 785%. In other words, with that simple strategy he increased conversion rates from .54% to 4.82%.

Here’s what he did.

Dean decided to create a post-specific lead gen offer that he called the Content Upgrade. Basically, he took the content of a blog post and decided to take it one step further by gating an actionable guide with bonus tips behind am opt-in form.

Identify the right pages 

You could offer the Content Upgrade on all pages of your site. However, if you have a huge site or limited resources, you can prioritize the pages that matter for your business.

Go to Google Analytics -> Behavior -> Site Content -> All pages.

By doing so, you’ll see the most visited pages on your site and prioritize creating Content Upgrades for the ones that would actually have an impact.

Figure out how to make your content better 

Think about what kind of bonus you can offer to your visitors so they opt-in after they read your blog post.

According to Backlinko, you can offer things like:

  • A checklist summarizing all of the important steps you should take from the blog post
  • Bonus tips not included in the blog post
  • A downloadable pdf version of the blog post
  • An audio version or an interview related to the blog post’s topic

Of course, you can combine a few things together – like a check list with bonus tips or a downloadable pdf and audio version of the post – or try something completely different! 

Offer your Content Upgrade in a yellow box 

According to Backlinko, the yellow box drives more attention than a CTA image below blog posts. It’s ideal to place the yellow box after the intro of your post; this will allow you to generate the maximum amount of clicks and conversions as some readers may not reach the end of your post.

To be able to create yellow boxes you need to add a code to your theme’s “functions.php” file.

function make_yellowbox($atts, $content = null) {

return ‘<p style=”background: none repeat scroll 0 0 #ff9; clear: both; margin-bottom: 18px; overflow: hidden; border: 1px solid #e5e597; padding: 13px;”>’ . do_shortcode($content) . ‘</p>’;


add_shortcode(‘yellowbox’, ‘make_yellowbox’);

To add a yellow box in a specific blog post you can use this short code:

[yellowbox]Here is the text in the yellow box[/yellowbox]

Now, any text that appears inside will be inserted in a yellow box.

Embedded in a Video

Vooza has managed to grow their email list with 15% in a year with the power of video. They integrated Wistia videos on their site and used Turnstile to generate leads.

This functionality allows you to put an email capture form inside the embedded player at any time of your choice during the video (beginning, middle or end).


You have the options to ask only for an email, or add in the first and last name, modify the CTA text, and decide if you want the viewer to be able to skip the Turnstile if they don’t want to opt-in at the moment. Once it’s set up, Wistia will start collecting your new email subscribers and sync it with your email marketing software.

CTA Below the Blog Post

Your visitors have just finished your post, so now is the best time to convert them into email subscribers. If they have taken the time to read your entire article, you can be sure they are interested into your topics and ideas.

HubSpot has experimented a lot with these kind of opt-in offers:


They found that bolder end-of-post CTA buttons that stand out from the rest of the content tend to perform best.

Scroll Box

Buffer reports that their scroll box is their most successful opt-in form that accounts for the 36.7% of their sign ups. With it they managed to generate 400 new subscribers per week.


Their scroll box shows when someone scrolls 60% down the page. If the visitor closes it, they place a cookie on that user so the box doesn’t appear again in the next 30 days.

The great thing about the scroll box is that you’re not interrupting the experience of your visitors. You’re allowing them to read the majority of your blog post and only then show them an offer for a relevant opt-in.

Even still, they’re able to finish reading the blog post without their view being blocked by an annoying popup or some other distraction.

About Page

The About page is one of the most visited pages of any website. This is where people come to learn more about your company, what you’re doing, and why you’re doing it.

If people land here, chances are they are already interested in learning more about your business. That’s why it’s a good idea to add a sign up box on your About page to allow visitors to connect with you and get on your email list when they want to know more.

Backlinko has even placed using 2 opt-ins on its About page.

One in the middle of the page:

about 1

And another one at the bottom of the page:

about 2

The About page now converts at 5.81%To increase traffic to this page, their founder also includes a link to it from his short bio in the sidebar.

Blog Comment Form

People that comment on your blog posts are among your most engaged readers. So there’s a really high chance that they would also want to join your email list.

The question is, how can you make it easier for them to sign up?

It’s a rarely used tactic, but you can actually use your blog comments to generate more email subscribers.

Add a CTA to your comment form that allows them to opt-in to your subscriber list. The easier it is, like the checkbox below, the more likely they’ll be to become a new subscriber.

blog comment form

Within the first few weeks of using it, Backlinko managed to add 214 new email subscribers to their email list.


The places you put email opt-in forms on your website will make a huge difference in your conversion rate. Put them in the right places for your audience, and you will see a massive increase in your email sign-ups.

You can use tools like MailMunch to build your opt-in forms and CrazyEgg to check out where the attention of people is drawn to so you can adjust your strategies.

Where do you place email opt-in forms on your website? Which one gives you the highest conversion rate? Let us know in the comments below.

Looking for Email Marketing software? Check out Capterra's list of the best Email Marketing software solutions.

About the Author

Martin Zhel

Martin Zhel

Martin Zhel is the CEO of Orior Creative. He helps startup companies grow traffic, leads and revenue with the power of content marketing.



Comment by Chiino on

I’m a fan of the Hello-bar style moving ones to get your attention. As with Pro Blogger’s, I think going up to is the best option. Nothing fancy, but it seems effective. Any that interrupt your reading experience (either as a pop-up, or literally being the homepage) I’m just not that into

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Comment by Martin Zhel on

Hello Geoff,

I’m glad you liked the post!

The idea with the exit-intent popups is that you’re targeting people when they’re about to leave your site.

They will do it anyway and you won’t have another chance to market to them.

So why not to offer them something valuable and to try to convert them into email subscribers.

In my opinion, people will be only turned off if you disturb them in the moment they’re reading your post or when they visit your page.

But once they are done with it and want to leave your site – there is not a single reason for them to be annoyed.

Keep in mind, you should always offer relevant high-value offers as exit-intent popups. (be sure to use page-level targeting here).

That way customers will actually thank you for using them. They will want your offer because it’s RELEVANT and of HIGH VALUE to them.

I hope this helps.

Comment by Geoff Hoppe on

Really interesting stuff, Mr. Zhel, particularly about the exit-intent pop-ups. Is there at all the possibility, though, that people might be turned off by being stopped when they try to leave the site? Thanks for writing this!

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