Pop Ups People Won’t Hate: how to add one to your website the right way

Pop ups get a bad reputation, and honestly, it’s deserved when they are done poorly. It is the absolute worst when you first land on a website and are instantly greeted by a giant, flashing box asking us to “SIGN UP NOW!” before we’ve even had a chance to breathe. No thank you.

But here is the part most people miss: when they are done thoughtfully, pop ups can actually perform incredibly well. They often convert higher than any other kind of sign up form on your website. And when that pop up features a valuable freebie or lead magnet, they become a simple and effective way to grow your email list consistently over time.

In this guide, you’ll learn your two options for adding a pop up to your website, how to make it look and feel like a natural extension of your brand, and the best settings to use so your pop up helps rather than annoys your visitors.

A quick reminder: what a pop up is actually for
A pop up is simply another kind of opt in form that connects directly to your email marketing software. Its purpose is to invite your visitors to stay connected. Not everyone who visits your website will be ready to work with you right away, so offering something valuable in exchange for their email gives you a way to follow up later, nurture them, and stay top of mind.

Pop ups work best when paired with a lead magnet. If you haven’t created one yet, here is a helpful guide to get you started.

Option 1: A pop up created inside your email marketing platform

This is the easiest and most flexible option. Most email marketing systems, like Flodesk, MailerLite, and ConvertKit, allow you to create a pop up form directly inside your account. Once it is created and styled, you’ll share the embed code with me and I will place it into your website.

Creating your form

• Your form should include only three fields: first name, last name, and email
• You can add photos, logos, heading text and a short description but keep it simple.

• Use your brand colors
• Make sure the button uses one of your brand colors
• Use a short, clear call to action like “Download now” or “Sign up”
• Your button text should be ALL CAPS (trust me on this)
•  Ensure good contrast on the button, meaning light text on a dark button or dark text on a light button

If you’re unsure how to customize your pop up form, you can Google “customizing pop up forms for [your platform name]” and you’ll usually find a step by step tutorial.

Example of what this form should look like:

If the code you send over isn’t the right kind or if the form looks a little goofy once I test it, I’ll let you know and guide you on what to update.

Set a delay.
This is one of the most important parts. Do not set your pop up to appear immediately when someone lands on your site. That is the quickest way to annoy your visitors. Instead, set the pop up to appear after a brief delay, ideally around 30 seconds, or when someone scrolls about one-third down the page. This gives you a chance to build trust with the visitor as they explore your website, and they are more likely to want to sign up for your offer once you’ve built that trust. Most platforms, including Flodesk, make this easy to adjust in settings.

Sharing your form

After you create your form, look for a button labeled “Share” or something similar. From there, you should see different ways to share the form. I am looking for the embed code. It usually looks like a small block of code similar to the example below.

Just like with regular opt in forms, it may also generate AI-style instructions. Please do not send me those. I only need the actual embed code snippet. If you’re unsure where to find it, you can Google “Flodesk pop up embed code” or similar and it will walk you through it.

Just send the one code snippet. Paste them into Asana (the project management tool I use with clients) and I will take it from there.

Option 2: A custom pop up built directly on your website

If your email marketing platform doesn’t offer a pop up option, or if you prefer something simpler, I can create a custom pop up for your site. It will match your branding, include your headline and messaging, set a time delay and connect to a simple custom form. And if your pop up delivers a free guide or lead magnet, I can set that part up too. Just send me the file you want it to deliver.

Each time someone fills out your pop up form, they’ll instantly receive the free guide attached to it. You’ll also get an email notification so you can add their information to a spreadsheet and keep track of your growing list. Later on, once you choose an email marketing platform, you can easily import your subscribers and begin sending newsletters.

A pop up is a powerful way to capture warm leads who may not be ready to work with you today but want to stay connected.

Which option should you choose?

If you have an email marketing platform, choose Option 1. It keeps everything centralized, automated, and organized. If you do not have one set up yet, Option 2 gives you a simple, low-tech way to start growing your list immediately.

Either way, you’re building a connection point that helps your audience stay in your world.

What I need from you
If you’re using your email marketing platform’s pop up, send me the embed code inside your Asana task. If you want a custom pop up, just let me know in Asana and I’ll take care of the rest.

What I want you to remember

Pop ups don’t have to feel pushy or salesy. When they are created with intention, styled beautifully, and timed respectfully, they become a helpful little nudge that supports both you and your visitor. Your website should feel welcoming, not overwhelming, and a good pop up can be a natural, warm extension of that experience.