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Every subscriber on your list joined through a form or a landing page. These are the front doors of your email business, and getting them right — clear headline, specific offer, frictionless sign-up — is the highest-leverage thing you can do for list growth. Kit gives you a full suite of opt-in tools, from embeddable inline forms to standalone hosted pages, all connected directly to your sequences and automations.

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Forms vs. Landing Pages

Kit uses the same underlying builder for both forms and landing pages, but they serve different purposes:
  • Forms are embeddable opt-in widgets you add to pages that already exist on your website. A reader arrives on your blog post, sees your form mid-content or as a pop-up, and subscribes without leaving the page.
  • Landing pages are standalone, Kit-hosted pages with no navigation and no distractions — just your offer and a sign-up box. You send people directly to the landing page URL to subscribe.
Use a form when your website already attracts traffic. Use a landing page when you’re promoting an opt-in through social media, a podcast mention, a collaboration, or a paid ad — anywhere the subscriber doesn’t start on your site.

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Form Types in Kit

An inline form embeds directly inside your page content — typically below a blog post introduction, at the end of an article, or inside a dedicated “subscribe” section. It’s always visible without any user interaction required.Best for: Blog posts, resource pages, about pages, and anywhere you want a persistent, non-intrusive opt-in. Inline forms typically convert 1–3% of page visitors, but they’re always visible and never annoying.To embed an inline form, copy the JavaScript or HTML snippet from Forms → your form → Embed and paste it where you want it to appear in your site’s code or CMS.

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Creating Your First Landing Page with Lead Magnet Delivery

The most common use case for a Kit landing page is offering a free lead magnet — an ebook, checklist, template, mini-course, or any other resource — in exchange for an email address. Here’s how to set that up end to end.
1

Create a new landing page

Go to Forms in your Kit dashboard and click New Form. When prompted to choose a type, select Landing Page. Browse the template gallery and choose a layout that fits your offer — minimal templates typically convert best for direct opt-ins.
2

Write your headline and description

Your headline should name the specific outcome or asset your subscriber will get. “Free checklist” is weak. “The 12-point editorial checklist I use before every newsletter send” is strong. Your description should reinforce the value in one or two sentences. Be concrete and specific.
3

Customise the design

Update the button text (avoid “Subscribe” — use “Send me the checklist” or “Get instant access”), adjust colours to match your brand, and add a cover image of your lead magnet if you have one. Kit’s editor updates the preview in real time.
4

Set up the incentive email

In your landing page settings, click Incentive and enable the incentive email. Write a short, friendly email that delivers your lead magnet. If your lead magnet is a PDF, upload it directly to Kit and the link will be included automatically. If it’s hosted elsewhere (Notion, Google Drive, your website), paste the URL into the email body.
5

Configure the confirmation settings

Kit defaults to a double opt-in flow — subscribers confirm their email before receiving the incentive. This is best practice for deliverability and compliance. You can switch to single opt-in if you prefer, but double opt-in produces a cleaner list of engaged subscribers.
6

Publish and share your landing page URL

Click Save and then Publish. Kit gives you a public URL immediately — yourname.ck.page/your-landing-page. Share this URL in your social bios, podcast show notes, YouTube descriptions, or paid ads.
Set the incentive email in your form settings to deliver your lead magnet automatically. This is simpler than triggering a sequence and works perfectly for single-asset delivery. Save sequences for multi-email onboarding flows where you want to deliver content over several days.

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Customising Your Forms

Kit’s form editor lets you change every visible element:
  • Headline — the primary hook. Make it benefit-focused and specific.
  • Description — one or two sentences expanding on the value. Optional, but useful for complex offers.
  • Fields — by default, Kit only asks for an email address. You can add a first name field (which enables personalised emails), but every additional field reduces conversions. Never ask for more than email and first name on a cold opt-in form.
  • Button text — use action-oriented language that describes what the subscriber gets, not what they’re doing (not “Subscribe”, but “Get the free guide”).
  • Colours and fonts — match your website’s brand. Kit’s editor gives you full control over background colour, text colour, and button colour.

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Embedding Forms on Your Website

Kit gives you two embed options for inline and modal forms:
  • JavaScript snippet — a single <script> tag. The form loads dynamically after page load, and Kit can update the form without you re-embedding. Use this for most websites including WordPress, Squarespace, and Webflow.
  • HTML snippet — a static embed with no JavaScript dependency. Use this for static site generators (Hugo, Jekyll, Eleventy) or environments where you can’t run external scripts.
Find the embed code under Forms → your form → Embed.

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Custom Domains for Landing Pages

By default, your Kit landing pages live at yourname.ck.page. You can point a custom subdomain to your Kit pages instead — for example, subscribe.yourdomain.com. To set this up, go to Settings → Custom Domains in Kit, enter your desired subdomain, and add the provided CNAME record to your domain’s DNS. Once verified, all your Kit landing pages will be available at your custom subdomain.

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Connecting a Form to a Sequence or Automation

Forms don’t have to just add subscribers to your list — they can trigger automated follow-up immediately. In your form’s settings, you can:
  • Add to a sequence — subscribers who sign up through this form automatically receive your sequence emails starting from day one
  • Trigger an automation — the form sign-up fires an automation that can apply tags, add to multiple sequences, or take more complex conditional actions
This is how you build a complete onboarding experience: visitor finds your landing page, subscribes, receives their lead magnet via the incentive email, then automatically enters a five-day welcome sequence — all without any manual work on your part.

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Conversion Rate Tips

A 1–2% landing page conversion rate is typical; 5%+ is excellent. A few changes consistently move the needle:
  • Name the specific outcome, not the format — “Learn to write faster” beats “Free writing ebook”
  • Use only the fields you need — every extra field reduces conversions. Start with email only.
  • Write your button text in first person — “Send me the guide” outperforms “Get the guide”
  • Add social proof — “Join 3,400 creators” or a short testimonial below the button builds trust
  • Remove all outbound links from landing pages — you want one action and one action only