In February, I found myself more than a little outside my comfort zone, presenting at my local networking group not just once, but four times.

As someone who feels most at ease in one-on-one conversations, stepping into a speaking role isn’t exactly my idea of a good time, but I did it to share something I’m genuinely passionate about: creating a home page that not only looks beautiful, but actually builds trust and encourages action, the kind of connection that leads to real, sustainable business growth.

One of the moments that sparked the most conversation?

When I encouraged everyone to rethink how they use pop-ups, and shared why timing matters more than you might expect.

It’s a small shift that often gets overlooked, but it’s one that’s quietly helped me build an email list strong enough to sustain my business.

Today, I’m walking you through the strategy I shared, and giving you a closer look at how delayed pop-ups (along with a few thoughtful updates inside Flodesk) have helped me nurture stronger, more genuine connections, one visitor at a time.

Why Slowing Down Your Pop-Up Matters

Most pop-ups interrupt the moment someone lands on a site, before they’ve had a chance to explore, to connect, to breathe. And when we’re rushed into something before we’re ready, our instinct is usually to pull away, not lean in.

It’s the same feeling as if you were handed a menu at a restaurant and immediately asked to order. You haven’t even had a moment to scan the options, settle in, or decide what you’re in the mood for. It would feel jarring, not welcoming. And that’s exactly why (outside of fast food) restaurants don’t do that. They give you time to breathe, to get comfortable, to ease into the experience. Your website should do the same.

In my talks, I shared this simple but powerful shift: Give visitors a moment to explore before inviting them to sign up for your newsletter, freebie, lead magnet, discount code or whatever else you’re offering.

According to a 2023 report by Creative State, the average time a user spends on a single webpage is just 54 seconds. By delaying your pop-up, even just by a few seconds, you’re honoring that natural decision-making process and giving visitors the breathing room they need to feel at home.​

It’s a quieter, more respectful way to invite someone into your world. And it almost always leads to a deeper kind of engagement.

How Flodesk Pop-Ups Have Supported My Business Growth

Since the early days of Artisan Kind, I’ve trusted Flodesk to help me connect with my audience through email in a way that feels aligned with my brand, warm, intentional, and never overwhelming.

Over the years, I’ve dabbled in other platforms, curious to see what else was out there, but I’ve always found myself coming back to Flodesk. It’s simple, beautifully designed, and built to support the kind of thoughtful connection I care about most.

One feature I especially appreciate is the ability to delay pop-ups based on time spend on the website or page scroll percentage.

In my own setup, I typically trigger a pop-up after 30 seconds, or once someone has scrolled a third of the way down the page. And it’s so easy to set up in Flodesk, more on how to actually tweak those settings here.

It’s a small adjustment, but it’s created a noticeable shift:

• Visitors have time to feel a sense of connection before being asked to sign up.
  
• It creates a chance to build trust first, before inviting someone to hand over a direct path into their inbox, one of the more personal spaces we have online. These days, most of us don’t hand out our email addresses as much as we used to, we’re a lot more protective of what we invite in.
  
• Subscribers who join are more aligned, genuinely interested in what I have to offer.
  

Over time, this approach has helped me build an email list that’s steady, sustainable, and truly supportive of my business, with new subscribers signing up regularly, even when I’m not actively promoting anything.

Each time someone signs up, and I love that Flodesk can even send a little notification when they do, it triggers a workflow, a thoughtful series of emails spaced a few days apart, designed to welcome people in without overwhelming them.

I share more about how I approach lead magnets and building that first connection over on the blog, if you’re interested in learning more.

It’s a slow, steady approach to relationship-building, the kind that mirrors how I approach my work in every other area of my business.

A Small Flodesk Update That Makes a Big Difference

Flodesk recently added a feature that feels like a small but meaningful shift: subscribers can now opt into a workflow more than once, something I’m genuinely excited about. More details here.

It might sound simple, but it’s a meaningful shift.

We’ve all experienced it, you sign up for something you’re excited about, and then life happens. The email gets buried, the freebie gets lost, and later you wish you could easily find it again.

Now, with Flodesk’s update, visitors can sign up again (something they couldn’t do in the past), without frustration or confusion. It can make all the difference in helping people re-engage when they’re ready.

Final Thoughts

If you’re looking for ways to create a more welcoming experience on your website, and build an email list that feels like an extension of your values, consider slowing down your pop-up timing.

It’s a subtle shift, but a powerful one. And I have a feeling you’ll see more sign-ups because of it, because when we give people space to trust us first, the connection that follows is so much stronger.

If you’re looking for a more thoughtful way to connect with your audience, Flodesk has been one of my favorite tools from the start. You can get half off your first year here if you’re ready to make email marketing feel a little simpler, and a lot more beautiful. Or use code ARTISANKIND at checkout.

I personally use (and loves) Flodesk. I may receive a commission when you follow a link above. Thank you for supporting my business as I work to provide helpful resources for you.