Here's How to Plug 3 Website "Leaks" that Cost You Valuable Subscribers
Last Updated April 5th, 2011

You’re already getting some traffic, but you’re not gaining as many loyal subscribers as you want.

You may think it’s your content, but don’t get down on yourself yet…

Your website may be working AGAINST you.

There are three key areas of your website that generate a ton of subscribers, and if you ignore them, you’ll lose out on the subscribers you deserve.

Not anymore!

#1 How to Turn Your About Page Into A Lead Generation Machine

I admit it. I love irrationally love About pages. However, the reality is, most people create about pages that LOSE them valuable email subscribers, and there’s a simple fix for it.

Ask people for emails. Ask them more than once. No joke. Sprinkle these “offers” throughout your about page like I do on Social Triggers and you’ll be astounded at how fast that page builds your list.

More specifically, here’s the exact About page template I follow:

1. Prime people for your website’s content and why it’s important
2. Opt-in form
3. Show social proof
4. Opt-in form
5. Show personal back story
6. Opt-in form

(Note, I can’t say I invented this. I borrowed the idea from Copyblogger).

It’s really that simple.

If people go to your about page to find out all about your website, you have an opt-in form ready for them. If they’re there to see if you’re credible, opt-in form ready. And if they want to know about you? No problem there either. Opt-in form ready.

#2 How to Convert People Into Subscribers After They Read Your Content

Let’s make a quick assumption.

If someone reads your content completely, from the start of your article to the end. It’s safe to assume that they love your content, right?

Right!

However, one little known fact about these people is this:

When people finish reading articles, they look for something to do next.

Most people show related posts and ads after their articles, and that’s great. These people will check out your ads and click to other articles.

However, if you got someone to read an entire article, they obviously dig you and your writing style.

And since they’re in such a positive mindset, that’s the PERFECT time to ask for an email.

So, what you should do is simple: Include an email or subscriber signup form at the bottom of all of your articles.

Here on Social Triggers you’ll notice that I have an opt-in form at the end of every post, and that’s it.

I could promote other articles, but I prefer people to give me their email because that means I can keep them as a loyal reader for the long haul.

You could take this one step further, too.

My pal Jonathan Fields has the ultimate signup form at the bottom of each of his articles. As soon as you get to the end of his article, a pop-up comes up asking for an email.

Yes, it’s more aggressive than a simple form, but remember… if people liked you enough to read your entire article, they won’t mind parting with their email.

#3 How to Tweak Your Sidebar To Help You Get More Newsletter Signups

What does your sidebar look like?

Do you overload it random widgets, badges, links, and categories?

If you do, your sidebar may be working AGAINST you, meaning you’re losing out on email subscribers you deserve.

I’ll explain.

Here on Social Triggers I have two things: a newsletter signup form and popular posts.

2 different sections, and that’s it.

(The less options you give people, the more likely they’re going to take action because they won’t be overwhelmed).

But there’s something more going on here…

When people see my sign up form, they can decide to part with their email or ignore it. If they ignore it, they INSTANTLY see “Popular Posts.” This is important because it implies that my articles have some “street-cred.”

So, while they may not part with their email at first, they may browse other articles and decide, “let me give their email newsletter a shot… after all, they do have several popular articles.”

That’s how my sidebar works FOR me.

The problem is, many people have those widgets, badges, links, categories, and other clutter.

Not only is that a major distraction from your overall goal—getting email subscribers—it also looks desperate and tacky. Do you see top blogs promoting those badges? Nope.

Here are three questions to ask yourself. Each one will help you make your sidebar work for you… just like mine does for me.

Question 1: Is your newsletter signup form on the TOP of your sidebar?

If not, move it there. A fellow blogger, Stanford Smith, saw a 26% increase in signups when he moved his form to the top (thanks Pamela Wilson for the data).

Question 2: Do you have social proof in your sidebar?

You don’t need large subscriber numbers. You could simply say articles are “popular” and that should be good enough. Note, if you have large subscriber numbers (greater than 10,000 or 50,000), you should promote it.

Also, if you’ve ever been featured in a widely recognized magazine or newspaper, or anything like that. You may want to mention that too. That’s great for credibility building.

Question 3: Do you have more than four separate sections on your sidebar?

I haven’t tested this yet, but I truly believe that your sidebar should have no more than four distinct sections. I prefer less obviously, but here’s the four sections you should consider:

1. Email Signup Form
2. Popular Posts
3. Search Bar
4. Ads (if that’s how you monetize)

The Bottom Line

As I said earlier. You already have some traffic. Now it’s time to convert that traffic into loyal subscribers.

If you found this article useful, you should take a second and tweet it to your friends. Or comment. Thanks.