Why aren't people signing up to my email list?

Usually, I'd start with the promise.

Because before worrying about button colours, form placement or whatever else, there's a much more important question:

Do people actually want what you're offering?

Your landing page should make a clear promise to a specific person about a specific problem they want solved.

I like to think about this using the Rule of One:

One person. One problem. One solution.

If your landing page is trying to appeal to everyone, solve five different problems and promise twelve different outcomes, it's much harder for someone to look at it and think:

"Yep. That's exactly what I need."

So look at your landing page and ask:

Who exactly is this for?

What problem am I solving?

What's the outcome I'm promising?

And importantly, is that outcome something this person actually wants badly enough to give me their email address?

But there's another part of this that often gets overlooked:

What are you actually asking them to opt in for?

Because getting someone onto your email list isn't really the end goal.

You want someone to join your list and then pay attention to what you send them.

That's why I'm very particular about what I use to get people onto an email list in the first place.

Getting 1,000 people onto your list doesn't mean much if 900 of them immediately stop paying attention.

I'd rather attract the right people, under the right context, and start the relationship properly from day one.