For those of you who haven’t heard this term, a squeeze page is basically a short landing page with one main purpose — to “squeeze” the email address out of the visitor to that page.
In other words, it’s a promotional page with the goal of lead generation (or “list-building”).
Smart marketers like to balance their online mixes and do both direct-to-sale efforts (i.e. selling a product) along with list-building (i.e. lead gen) efforts.
But not all squeeze pages are created equal.
Some are very short and pithy, with a headline and call to action … more ideal for mobile phone viewing. While others have longer copy to convey the value proposition of why the prospects need to give their email addresses.
Your target audience, delivery platform, message, offer and other variables will determine which format you may want to test.
But generally speaking, over the many years I have been creating successful squeeze pages for both consulting clients and top publishers alike, I would have to say that I’ve noticed 10 key elements that help make a winning squeeze page and get conversions.
Here they are:
- Gets Your Attention. It’s very important for a good squeeze page to have a strong headline, coupled with an eye-catching masthead image. This is when good persuasive copywriting skills comes into play with creative design.
- The Offer. You need to show the reader why they need to sign up and give you their email address … WHAT are they getting out of it? Typically it’s some kind of bonus, such as a free .pdf report, free white paper, free e-newsletter … free something. And that freebie needs to answer a question the prospect may have, solve a problem and teach them something they don’t know. All of the bonus benefits and the value proposition need to be outlined in the body copy in a clear, easy-to-read format (usually bullets).
- Why Listen to You? It’s also important to briefly outline WHY the prospect should listen to you. What makes you the expert? Why you are uniquely qualified? In a paragraph or less, it’s a good idea to introduce yourself and your credentials to the reader. Again, strong copywriting comes into play here to persuade the reader that it’s imperative to hear what you have to say and give you their email address.
- Visually Appealing. Call-to-action buttons that are bright and catch your attention (i.e. orange, yellow, red), a thumbnail of a free bonus report, a starburst showing the $ value of the free report, a headshot of the expert, and other relevant graphic enhancements are great ways to keep the reader engaged and move the eye down the page.
- If you have testimonials that speak to your expertise, use quote boxes and add short, strong testimonials. One or two that have a “wow” factor are best.
- No Distractions. As mentioned earlier, squeeze pages have one simple goal: to collect an email address. So it’s important not to have other clickable links on the page or navigation. You want to keep the readers focused on only giving you their emails and clicking “submit.” Don’t have background noise.
- Contact Information. At the bottom of the squeeze page, I like to add a brick-and-mortar physical address of the business, as well as the business Web address — that’s un-clickable. If you have a BBB logo or other logo that represents an award, accolade or accomplishment, it helps adds prestige, authenticity and promotes consumer confidence.
- Legal Mumbo-Jumbo. It’s important to remember, especially if you’re in the health or financial publishing space, to add the necessary disclaimers specific for that industry. In general, you may want to add something along the lines of: “The information and material provided on this site are for educational purposes only.”
- The More You Ask, The Less You Get. It’s a general rule of thumb that for each information field you ask the prospect to give, i.e. first name, email address, etc., you will get fewer responders. Some people ask for mailing address, age and other demographic information. That will deter some prospects and dampen response. However, the ones who do answer have demonstrated a real interest and are more qualified than just visitors who gave their email. So think about your ultimate goal for the squeeze page when determining how much information you’re going to ask for.
The squeeze page is only the beginning.
A good, strategic list-building campaign will have many elements that all work together to get a prospect’s attention (the ad); get them to sign up (the squeeze page); help them bond with the guru or editor; become educated in the publication’s mission; and, ultimately, get the subscriber to convert to a buyer of a paid product.
This is called the onboarding process. And an effective onboarding process is the beginning of the sales funnel that should end with more voluminous conversions in a shorter time-frame than if you don’t have an onboarding process in place.
So evaluate your business. See how many leads (#) you’re bringing in on a monthly basis, at how much ($) per lead, and how quickly these leads are converting to buyers.
Then decide if squeeze pages and setting up an onboarding process are right for you.
Good luck and happy prospecting!