If you have ever tried using a squeeze page to capture more leads and have found the results to hover somewhere in between unfavorable and largely unpredictable, you are not alone. There are plenty of reasons why a squeeze page can fail to get the job done, but the vast majority of times, it boils down to one of several reasons. Those reasons I will discuss as part of the conversation throughout this article.
What Is a Squeeze Page?
For those not already in the know, a squeeze page is a type of landing page that aims to capture opt-in email addresses from prospective clients or customers. Its goal is to convince the reader to provide that information through persuasive means. That is literally where the name comes from: You “squeeze” page visitors into providing their email, typically in exchange for a digital asset with a high perceived value.
Almost anybody can make a squeeze page. In fact, there are loads of programs out there that will build one for you. The thing is, though, not everyone can make a good squeeze page. As the name implies, there is a subtle forcefulness communicated in a squeeze page. There is an overall psychology to them that works well when presented well. Based on my years of experience managing a successful custom writing service, I want to give you somewhat of a roadmap for creating a squeeze page that accomplishes both.
#1 – Choose the Right Offer
The digital asset you offer in exchange for an email has to be something relevant to the reader. It also has to be something that carries with it justification for surrendering that email address. I’ll go a step further and say that it needs to be something that can only be delivered conveniently via email.
Many marketers attempt to bait their squeeze pages with videos. Here’s the problem with that: Why would I give you my email to unlock a hyperlink? It seems like an unnecessary additional step. People are typically conditioned to do the minimum required, and that means that there has to be a very finite number of steps for the reader to complete. Giving you an email address, waiting for the unlock code, clicking the link, entering the code, and finally, at long last, seeing the video is far too much to ask a cold contact to endure.
The good news is that there are loads of better options. Here are a few to consider:
• Email Courses
• E-Books
• Swipe Files and Free-to-Use Templates
• White Papers
What do all of these things have in common? They are all inherently tangible. The have a perception of realness about them. It makes sense that you would want to deliver content like this via email so give one (or more) of them a try. Just be certain that you are delivering good-quality copy and are delivering it in a way that communicates real, tangible value.
#2 – Choose the Right Format
As mentioned, there are loads of programs out there that can take a huge percentage of the legwork out of developing a squeeze page, but there isn’t a single one that can make the page good. That is entirely up to you.
So what format do you choose? Do you want a splash page that immediately pitches your asset, or do you want to develop a longer landing or sales page and ambush them with a pop-up? You can probably tell by the language there what I think you should do.
Pop-ups can be a useful tool under the right circumstances, but they are rarely effective for gathering leads through squeeze pages. A static splash page is far more likely to capture more emails, and it is the format I suggest trying first. Since I’m big on the concept of split testing, I will, however, also encourage you to try both and see if your experience lends to or defies the statistics.
#3 – Choose the Right Message
Squeeze-page copy should be approached like a short-form sales letter. It should tap the #1 pain point that your research has uncovered about your target audience or ideal avatar, and it should quickly offer the solution. That solution, of course, comes in the form of the asset you’re offering in exchange for the email address.
The asset you develop should align with the claims you make on your squeeze page. It should position you as an authority in your niche and leave the reader with a strong sense of confidence in your ability to aid and assist with whatever problem you’ve promised to solve.
#4 – Be Genuine and Confident
The more you do early on in the relationship-building process to establish trust, the more likely you are to convert leads into customers. With that said, don’t promise or attempt to solve any problem you aren’t equipped to handle. Keep things on a manageable level and only promise things you know you can deliver. Nothing kills trust more quickly than failing to deliver the goods you promise.
#5 – Be Brief
I recommend sticking to 25-50 words total and incorporating a clear call to action into your pitch. Tell your audience what you want them to do immediately. Here’s an example:
“Join over 10,000 successful marketers who have gotten unstuck from their email marketing rut and increased conversions by as much as 500% with the help of our FREE online course. Enter your email address here.”
Lastly, all you need from your prospect is an email address, so don’t use a squeeze page to collect more data than that. The more fields the reader sees, the less likely he or she will be to share this information. Again, keep it simple and keep it relevant. It’s the best recipe for getting good results from your squeeze pages.