The squeeze page is a critical part of any kind of online marketing. It’s a simple page that urges the visitor to give you their email address in return for something valuable you provide for free. Creating good squeeze pages is a skill marketers must master to be successful in building any kind of online business, or to use the internet to drive traffic to their offline business. The sole purpose of your squeeze page it to capture information from your visitors. It is often referred to as an opt-in page and the terms are interchangeable. The squeeze page is a lead generation tool that draws visitors into your sales funnel.
Most squeeze pages use a free offer to capture this visitor information. The reason is that most people won’t give out their name and email address even if the site offers to send them good content and great deals. People are wary of getting spammed. The free offer gives the visitor an incentive or ‘bribe’. For example, a squeeze page may offer a free eBook full of tips and useful information in exchange for the visitor’s email address. Other incentives include free trials for paid memberships or software programs, access to webinars or video tutorials, or discounts on other goods.
The freebie has another purpose. It starts a relationship between you and the prospect. The visitor gets a taste of the value and quality that you offer through the gift. When they receive the first welcome message from you in their inbox, they know you and start to trust you. After that, it’s up to you to build a relationship.
Opening a dialog with a prospect through a squeeze page is a much better approach than trying to sell up front. Almost 100% of first-time visitors don’t hit your website ready to buy. The squeeze page instead offers them something for free for a small price – their personal information. Through the relationship you build with the prospect, you can start to make sales.
Squeeze pages offer high conversion rates because of their precise targeting. If you have a website with many offers or links, your visitors have many choices. With a squeeze page they have only one. If your ads and other traffic sources have targeted these visitors well, your squeeze page will convert.
A squeeze page also offers better metrics than a regular website. By looking at these metrics, you can see exactly how successful your targeting is. For instance, if you have a high bounce rate on a squeeze page, this means that your on-page content isn’t compelling enough or isn’t delivering on the promise you offered when you sent people there.
There’s a science to creating great squeeze pages. Once you start making opt-in pages, you’ll discover what works and what doesn’t. You can then refine your methods so that your pages convert better and capture more leads. It’s different from website design, where there’s much more room for flexibility and creativity. As you start working with squeeze pages, you’ll discover what works best for your particular market, but there are some elements that are common to all good squeeze pages.
You should have one sole objective. Start by asking a simple question – What do you want visitors to your squeeze page to do? There should be one single action. Everything on your squeeze page leads directly to this action. Think of your squeeze page as a slide. It starts at the headline and leads the visitor shooting through the content to the opt-in form. If a squeeze page is well-made, your visitors will slide right down it and submit their email address.
Always deliver on your promise. Make sure that your squeeze page relates to your ad or link – wherever you are sending people from. The ad or link makes a promise, alluding to what the visitor is going to find when they click it. Your squeeze page should deliver on that promise. If a visitor clicks the link only to find something different than what they expected, they’ll click away. For example, if your ad says, ‘Click here to get a 50% discount on the latest Dell PC,’ but the squeeze page says, ‘Welcome to Bill’s Computer Store,’ the visitor will leave. Instead, it should say something like, ‘Are you ready for your 50% discount? Sign up here.’ The message of the squeeze page and ad need to be consistent.
Visitors will look at your squeeze page for about 3 seconds before they decide to either keep reading or click away. Your copy needs to grab their attention within these few seconds. The way to do this is through compelling copy, which means:
- Headline. The headline should grab the visitor’s attention and speak to their needs or problems. A question that asks something like, ‘Are you sick and tired of…?’ or ‘Wouldn’t you like to finally…?’ are good. These make the reader say, ‘Yes, that’s me!’
- Sub-Headers. Sub-headers that tell the visitor clearly what each part is about (visitors will skim and scan, not read). The idea behind sub-headers is to lead the reader down the page as if it’s a slide that ends up with the sign-up form.
- Copy. Copy should be simple, direct, conversational and easy to understand. It should be written like an email to a friend, using ‘you’ frequently. Content should focus on benefits and results. Don’t just explain features of your gift, but the actual benefits the visitor receive and how it solves their problems or improves their lives. Make it obvious so that they don’t have to assume. Use bullet points to emphasize benefits (remember: they’re skimming and scanning).
There are complete courses on copywriting so there isn’t enough space to cover it here, but there are certain ‘selling’ words that have a psychological effect on the reader. These words include ‘free,’ ‘discover,’ ‘secrets,’ ‘results,’ ‘quick,’ and ‘guarantee.’ For ideas on how to write in this style, look at some squeeze pages that you yourself have found compelling.
It’s also good to use a bit of humor if you can. Humor makes a squeeze page more fun to read and can hold your readers’ attention. If you’re not sure whether you’re writing is funny or not, ask others for feedback.
The copy of your squeeze page doesn’t have to be long. In fact, some squeeze pages have almost no text at all. It just needs to draw the reader in and get them to complete the sole action you want them to complete. The important thing to keep in mind is that squeeze pages aren’t for making sales. They’re for bringing leads into your sales funnel so that you can build a relationship with them, through which you’ll eventually make sales.