How One Business Grew Its Email List Using Squarespace Forms (and Didn’t Annoy a Single Soul)

A few months ago, I watched a small online shop struggle to build an email list. They had a pretty website, great products, and yet…crickets. No sign-ups. It was like hosting a party and no one showed up.

We decided to get smart with Squarespace’s built-in forms. The goal: make it easy and enticing to sign up, without smacking people in the face with a desperate “PLEASE SUBSCRIBE!!!” pop-up. Here’s what we did—and what you can steal for your own site.

Step 1: Add a Form in a Non-Irritating Spot

We placed a simple sign-up box at the bottom of blog posts. By the time a visitor finished reading something useful, they were more likely to think, “Huh, I’d like to get more tips like this.” No pop-ups, no intrusive banners. Just a gentle invitation.

Step 2: Offer Something Worthwhile

“Sign up for our newsletter” is about as exciting as “Eat more broccoli.” Instead, we offered a free PDF checklist: “10 Quick Wins for Your E-Commerce Store.” This gave visitors a reason to hand over their email—like a fair trade of value for info.

Step 3: Make the Copy Crystal Clear

No confusing jargon. Just a headline that said: “Boost Your Sales Today.” Underneath, a short note: “Join our mailing list and receive a free PDF of our top 10 e-commerce growth hacks.” Clear, benefit-driven language all the way.

Step 4: Test Different Placements and CTAs

We tried adding the form to the contact page and the about page. We tested variations of the call-to-action. Some versions got more sign-ups than others. We learned from the data and stuck to what worked.

Step 5: Keep It Friendly and Consistent

We didn’t spam the new subscribers. Instead, they got a welcome email with the free PDF and an introduction. Over time, we sent out actionable tips, no fluff. People stayed on the list because they actually got value instead of empty promises.

The Result: A Steady Stream of Leads

This small business watched their email list grow week after week. No one complained about being annoyed. In fact, people replied to the emails, thanking them for the insights. That’s the sign of a healthy list.

Your Turn

If you’re struggling with getting sign-ups, remember the formula: put your forms where interested readers naturally hang out, give them something they actually want, and keep the promises you make. Over time, you’ll build a list of people who actually want to hear from you, not a bunch of random emails that’ll bounce or unsubscribe immediately.

Need a Little Help Behind the Scenes?

If this sounds great but you’re thinking, “Who has the time for all this testing and tweaking?”—don’t sweat it. Our WebPlan+ package can handle the nitty-gritty for you. We’ll optimize your Squarespace forms, handle maintenance, and ensure your website is always primed for growth. Check it out here:WebPlan+. Your email list (and bottom line) will thank you.