How to Build Your List with Your Website

How to Build Your List with Your Website

Derek Fredrickson
February 8, 2013

Today I want to talk to you about building your list with your website.  If there’s one question I get asked all the time by our clients and members of the Client Attraction community it’s this:  “Derek, what is the best way to build my list?”  Often, people expect some form of a magic bullet answer or a simple shortcut that will help them attract tons of ideal clients and prospects to their list overnight.

Well, as you can imagine, it doesn’t always work like that.  In fact, it doesn’t work like that at all. If it did, everyone out there would have thousands and thousands of subscribers on their list, which we all know is not the reality.  So, what does it take to build your list with ideal prospects, loyal fans and tons of subscribers that love your high value free content and your paid offerings? (Click here to tweet this.)

First, it’s important to understand a fundamental principle when it comes to building a list of email subscribers.  This principle is lead generation versus lead capture.  Lead generation is all about where you find ideal clients, either online or offline and how you attract them to you in ways that will want them saying, “This I exactly what I’m looking for.” They happily opt in to your list. There are probably hundreds of ways to do this and we’ll dive into many of those lead generation strategies in future videos.

Let’s look now at lead capture, which is the process by which someone actually joins your email list once they land on your website. In the online world, this is where practically all of your prospects will land when they find you—your website.

Chances are you’ve been focused exclusively on lead generation or what’s known as driving traffic to your site, but not necessarily focused on the critical elements and strategies of your website that will actually capture those leads onto your list once they land there.  So here is the formula that contains the three most important elements of a client attractive website that will effectively and easily build your list of email subscribers.

The formula is the following: video, opt-in, offer.  That’s it.  Those are the three most important website elements to have in place to build your list and I’m going to explain how each one of them works for you right now.

1.  Video –  Unless you’ve been living under a rock, considering everything we have at our fingertips with technology and online video, there’s really no reason to not be using video on your website.  Video is essential for developing a connection with your visitors.  Being able to have someone watch you and look into your eyes allows them to get a real sense of who you are. It builds likability and a trust factor that is very compelling when you’re asking them to enter something personal like their email address.

Look, for example, at  You’ll see just this in the video from Fabienne. She introduces the free CD and what it’s all about and how to get it.  It’s very compelling and it leads them to joining our list.

2. Opt-in –  The opt-in is a must have on you website.  Again, at you’ll see how we’re asking our visitors to enter their first name and their email address. It’s very visible.  It’s very clear to them how to do it and it’s not being lost elsewhere on the site.  It’s right there in the upper right for them to see and we spell out exactly how to do it with very simple-to-follow instructions.  Keep it simple for your visitors and your list will grow.

3. Your offer – This is what is often overlooked the most. Many websites I see don’t have a compelling offer but instead offer to “join my newsletter.”  Listen, I’m here to tell it to you straight, people don’t want to just join another newsletter.  It’s just more email in an already crowded inbox.  What do you they want?  They want something that is irresistible, something that’s compelling and something that’s free with great content that’ll have them jump at the chance of getting it and happily provide their contact information to receive it.

Just look at and see our free CD.  It’s high value.  It’s high content. And for someone who’s looking to attract clients, it’s in perfect alignment with what they need so they opt in happily to get it.

Your Client Attraction Assignment

Now, here is your assignment.  I’m going to ask you to do an assessment of your current website.  Do you have all three of these elements in place?  If so, fantastic, you’re probably getting some great results and you’re building your list with highly qualified leads.

But, if you’re missing one or two or even all three of these elements you want to go ahead and change that.  You’re missing a huge opportunity.  Add that video to your homepage.  Create and irresistible and compelling offer and make sure your opt-in boxes are easily displayed with simple and easy to follow instructions.

Here’s the thing.  Building your list is critical if you want a steady flow of clients and customers, but we need to make sure your website is designed in a way to support that.

Now, imagine this scenario. If I were to send you 1,000 highly targeted and ideal clients to your website today, how many will actually join your list?  If you’re being honest with yourself, the number will probably surprise you.  Your success in business and attracting clients is dependent on a website that builds your list and these three strategies I just shared will help you do that.

  • Great job Derek 😉

  • Great job! so natural and authentic. Great content!

  • Susan

    Love the clear, consise tips! Thanks, Derek and Fabienne!

  • I never thought of adding a video that explains a offer I have that captures my clients attention – (ie) Sign up to enter to win . . . thanks for the pointers. Susan from Majestic Bridal Boutique

    • Yes, Susan. Having a video is more engaging and compelling for the site visitor and statistically proven they will be more likely to optin. Thanks for the comment!

  • Excellent advice! This was very timely. Thank you!

  • So excited to see you offering your list building expertise as part of the Friday videos Derek! You and Fabienne make such a great team delivering phenomenal, actionable content!

    • Jackie – thank you so much! I’m thrilled so share so much… can’t wait for you to watch the next one. So appreciate you…

  • Great job, Derek! Looking forward to more list-building and web tips in the future!

  • Yay Derek! So great to see you, and thanks for sharing these valuable tips! Am working on it right now!

    • So welcome, Sarada! Glad you could be there with us for Gold and the VIP meeting. Thank you…

      • sarada81

        Me too! I had an amazing time! And I’m afraid I can’t watch any further videos of you without a little chuckle…

  • I love your style Derek! I watched your video twice. So helpful as I’m building my new website/business. Your warm and easy going style make it fun for those less tech savvy to understand new and unfamiliar information. I appreciate you!

    • And I appreciate you, Tina! Thanks for the kind words and feedback – and glad to hear you’re implementing already!

  • Derek, loved it! You are so casual, confident and full of content as always.

    • Chana – thank you! So appreciate the feedback… More to come soon!

  • Wendy Lovejoy

    I liked your delivery and the content was great..I now have to work on a better giveaway I was doing the newsletter…THANKS

    • Wendy – great idea! It’s all about taking action on one thing to implement at a time. Glad you got some inspiration from this to get started. Thanks for commenting…

  • Go Derek… Go Derek… Go Derek… woot woot woot.. Crowd going wild out here! Congrats!! LOVE you both so much!!

  • Great Job Derek! I’m so proud that you are stepping up and putting yourself out there.

    • Thank you, Dorothy! Loved having you at Gold this week and so appreciate the vote of confidence!

  • Perfect Snowed in project, rework my website to meet these three challenges Tx Derek

    • So welcome, Debra! Glad you got something from it and can’t wait to see what comes as a result. Thanks for commenting…

    • I love that you are taking an idea, finding a time and making it happen @facebook-1034723924:disqus! 🙂

  • jon

    Well done Derek! Great energy and a nice breakdown of a process that stumps sooo many people.

    • @e1f8d2734681a62e25a6911f99168921:disqus – thanks so much! So appreciate that… That’s exactly why I did it – get asked SO many times how to do it – and wanted to keep it simple and effective. Talk soon buddy!

  • Great job Derek, love how you separated lead generation vs. lead capture. Nice to see you doing on of these weekly videos!

    • @facebook-579946948:disqus – thank you so much! I felt differentiating the two was really important to make sure they understood what they needed to focus on first! Appreciate your comment here and great to see you…

  • Mike De Simone

    Excellent Job Derek….Great to see you out up front!

    • @8a5779d13a304eaeb909c0f4d6de7b14:disqus – thank you! Appreciate the support (and good vibes…)

  • Heidi

    Great video, Derek. I love that you are also sharing your knowledge!

    Thank you! You both rock!

    • @disqus_S3saobxMRV:disqus Thank you! Really appreciate you being here and thanks so much for the comment…

  • Great…I am glad that I some how got here 😉

    • So am I @facebook-1793761765:disqus! Thank you for your comment. Big hugs to you 🙂

  • Thanks for this message. I did go back and evaluate my opt in and made some changes.

    • Glad you found it helpful @twitter-721211912:disqus. Thank you for your comment!

  • Daphne Clarke-Hudson

    Thanks Derek for sharing your insight and knowledge.

  • Aravin

    great clear tips to action on, thanks Derek

  • Javonne

    Great tips! I’ve heard these before, but I just needed another clear reminder of what needs to be done! I need help building my list and I lack the video and compelling offer on my homepage… definitely time to revamp my site! Thanks Derek!

    • So glad you enjoyed his video, wasn’t it good? Thanks for your note, and I’d love to hear from you when you have your project done! Sending you big hugs 🙂

  • Stacy Nichols

    Great job! Very clear and doable steps, great presentation Derek!

  • Kudos! Your videos are fabulous – engaging + fun to watch. I agree with all 3 points. Creating a compelling unique offer is definitely key to building a strong email list. The typical free ebooks and checklists are simply not enough motivation anymore. People expect high value content or they will simply unsubscribe. I have done that myself. It’s not about you, it’s about helping your audience. 🙂

    • Wasn’t his video great? Thanks for your note, and you’re so right… it’s about helping your audience!

  • Thank you for the tips Derek. I am in the process of updating my website and this is very helpful.

  • Well done! Videos are essential to a marketing plan in any business. Building that email list takes time but is well worth the investment of work. An offer that is free allows a person an incentive to add them to your list and establishes you as an authority. It’s wonderful that you have not only the blog post but the video. It is always educational to read your posts from both you and Fabienne.

  • Well this video was really put together. Thank you for your insights. I also realized that so many people wants a ton of optins but if I would ask them whether they would really give their email address out on their own website the answer if they are honest would be no.

    I’m a big fan of giving a ton of value for them to opt in. By helping them to succeed will create a culture and they are happily buying from me if I can help them to accelerate their success further.

    • Thanks for your note Norbert! I’ve always found that the more value I share, the better my business does.

  • This was just the focus I needed, Derek! I have many parts created, but was forgetting to do some of the first things first….

  • Dan Quay

    I have got your awesome CD about client attraction.. I will listened to it a soon at came through the door. & i will listen to it again very soon and i have been going through your videos every day for few weeks now and i have followed them and they have been really helpful and will continue to do so.. your guidance has helped me grow my business and I have.I’m implementing everything you say has attracted has given me more subscribers as i have 81 on my you tube channel and I don’t believe in im following your videos at the moment and getting to know you and i would like join your program on day soon..Thank you

    • Thanks for your note Dan. So glad to hear you’re not just learning, but implementing!

  • Thanks for sharing this.

  • TJ Blackwell

    building an email list is a great idea. I also found a SEO service that does some powerful things for your website ( check them out

  • I agree with you keep it up.

  • check out my personal blog too search my blog Make Life Happy and Worth Living

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