How to Turn Website Visitors Into Email Subscribers
How to Turn Website Visitors Into Email Subscribers
(Squarespace + Flodesk Setup)
If your website is getting traffic but your email list isn’t growing, you’re not alone. This is a common frustrations I hear from health coaches and wellness professionals, and it’s rarely because your website “isn’t good enough.”
Most of the time, the issue isn’t traffic.
It’s what you’re asking visitors to do once they arrive.
Email list growth doesn’t come from slapping a “Join my newsletter” box in the footer and hoping for the best. Especially in the wellness space, where trust, consent, and timing matter far more than urgency.
Let’s talk about what actually works and how to set it up cleanly using Squarespace and Flodesk.
Why Website Visitors Aren’t Subscribing to Your Email List
The number one reason wellness websites struggle to grow their email list is simple: generic opt-ins don’t convert.
“Sign up for my newsletter” doesn’t tell someone why they should give you their email. Even phrases like “weekly tips,” “good vibes,” or “special updates” aren’t compelling enough to cut through inbox fatigue. No one wants more emails - they want value + solutions.
The second issue is placement. Many opt-ins are buried at the bottom of the site, treated like an afterthought instead of an intentional strategy. And the third issue? The copy itself. Just because something is free doesn’t mean someone will take it. You still have to clearly communicate what the resource is, who it’s for, and what problem it helps solve.
One of the most common pieces of bad advice I see is designers adding a basic newsletter signup when a client’s actual goal is email marketing and list growth. If your goal is to build your list, you need to integrate a freebie or lead magnet - not just a generic sign up form.
If you want ideas that actually work in the wellness space, I share them here:
Don’t forget to save this post to Pinterest!
The Email Subscriber Mindset for Wellness Businesses
Wellness clients don’t move fast, and that’s not a bad thing.
People looking for a health coach, therapist, or wellness practitioner are often navigating sensitive, personal decisions. They need safety, clarity, and trust before they’re ready to book or buy. That’s why email works so well for wellness brands when it’s done intentionally.
Email isn’t about pushing people into action. It’s about creating a space where your voice, expertise, and values can live outside of algorithms, trends, and the pressure to perform online.
Especially in a world of oversaturated social media and rising skepticism around AI-generated content, email becomes one of the few places where your work can feel grounded, personal, and real.
The Glo Way: A Website-to-Email System That Actually Works
When I design websites - whether through templates or custom builds - I approach email list growth as a system, not a feature. Here’s the framework I use with my clients.
1. Start With a Freebie That Solves One Specific Problem
The foundation of list growth is always the freebie.
Your lead magnet should resolve a very specific problem your client has before they’re ready to book with you. Think of it as a quick win - something useful, immediate, and relevant to the work you do.
For wellness professionals, this might look like a short guide, worksheet, recipe, meditation, or checklist. The key is specificity. One problem. One promise. One clear outcome.
2. Place Your Opt-In Strategically Across Your Website
If someone isn’t ready to book with you on their first website visit, that doesn’t mean they’re not interested. It just means they need more time.
This is why opt-in placement matters so much.
At a minimum, I recommend placing your freebie opt-in on:
Your homepage
Your services page (to catch curious but not-ready visitors)
Your blog
Your contact page
The goal is to invite people to stay connected before they leave your site. This is exactly why we design opt-in sections directly into our Squarespace templates and custom websites, because high-ticket buyers almost never convert on their first visit.
3. Create a Calm Welcome Experience After They Subscribe
Once someone joins your list, the real relationship begins.
Your welcome emails shouldn’t feel like a sales pitch. They should orient, reassure, and intentionally introduce your work. A simple 3-5 email welcome sequence is more than enough to:
Set expectations
Build trust
Help subscribers understand how you can support them
This is where automation becomes supportive instead of overwhelming.
What Is Flodesk?
Flodesk is an email marketing platform designed for small businesses that value simplicity and visual clarity. It allows you to create email forms, automations, and campaigns without needing advanced technical skills.
Unlike more traditional platforms, Flodesk focuses on clean design, ease of use, and intuitive workflows, which is a big reason it resonates with wellness professionals and service-based business owners.
Why I Recommend Flodesk for Wellness Businesses
Before switching to Flodesk, I used both Mailchimp and ConvertKit. Both felt clunky, visually uninspiring, and harder to use than they needed to be - especially for clients who weren’t tech-savvy.
Flodesk changed that completely.
Within six months of switching, I tripled my email list, and email quickly became my number one marketing channel. More importantly, it made email marketing feel approachable, something I could actually keep up with.
I now integrate Flodesk on roughly 75% of my client websites, especially for women who want a marketing alternative that feels more organic and sustainable than social media. My wellness clients love how easy it is to use, how seamlessly it integrates with Squarespace, and how simple it is to build funnels and welcome sequences that actually support their business.
If you’re curious to explore it, this is the platform I personally use and recommend:
How to Connect Flodesk to Your Squarespace Website (High-Level)
You don’t need a complicated setup to make this work.
One of the easiest and cleanest ways to integrate Flodesk with Squarespace is using a full-page opt-in form. Most of the opt-in sections in my templates use a button that links directly to a Flodesk form page, which keeps things simple and flexible.
You can also embed Flodesk forms directly into your pages or use pop-ups and banners when appropriate.
For a step-by-step walkthrough, I break this down here:
What to Do Before You Add an Email Signup to Your Website
Before you add another form, pause and check the foundation.
Ask yourself:
Is my freebie clearly explained and easy to understand?
Does my website messaging establish trust before asking for an email?
Am I asking for the right action at the right time?
Sometimes email list growth isn’t a tool issue - it’s a clarity issue. Improving your homepage copy or overall website flow can make a bigger difference than changing platforms.
Frequently Asked Questions
Do I really need a lead magnet to grow my email list?
If your goal is email list growth, yes. Generic newsletter opt-ins rarely convert, especially in the wellness space.
Where should I put my email signup on my website?
At a minimum: homepage, services page, blog, and contact page.
Are pop-ups bad for conversions?
Not if they’re relevant, delayed, and used intentionally (they can actually significantly increase your sign up rate).
Is Flodesk good for beginners?
Yes. It’s one of the most intuitive platforms I’ve used, especially for non-techy business owners.
Email Marketing & Squarespace Website Templates
If you’re building your website with a Squarespace template, this is exactly why opt-in strategy matters. A well-designed template doesn’t just make your site look polished, it creates intentional spaces for lead magnets, email signups, and next steps that feel natural instead of pushy. Every template in my shop is designed with this in mind, with built-in opt-in sections and flexible layouts that make it easy to connect your website to your email marketing system from day one.
→ Explore my premium Squarespace website templates built for wellness businesses here.
Final Thoughts
Growing your email list doesn’t require aggressive tactics or constant content creation. It requires clarity, intention, and a system that supports how your clients actually make decisions.
When your website and email platform work together, list growth becomes something that happens naturally, not something you have to force.
If you want to start building that system, Flodesk is the tool I trust and use myself:
Don’t forget to save this post to Pinterest!
Hey I'm Jamie | Squarespace Web Designer and Certified Health Coach
I specialize in building strategic, elevated Squarespace websites for wellness professionals who are ready to grow their business with more clarity, confidence, and ease.
After designing over 90+ websites and supporting dozens of women-owned wellness entrepreneurs, I’ve seen firsthand how intentional design and smart strategy can completely shift the way you show up, and how you sell.
This blog is where I share the real stuff: design tips, marketing strategies, and behind-the-scenes insights to help you build a brand online that actually works for you.
Disclaimer: My policy is to only share products and resources that have brought value to me and/or I believe will bring value to my audience. Some of the links in this post are affiliate links, and I will earn a commission if you make a purchase using them.
Related Posts
Shop the Templates
For more web design inspiration and marketing tips, follow @glocreativedesign
