The term “squeeze page” might sound a little rude, or like you’re doing something to your audience that they might not want to do. In fact, a squeeze page is just a very polite way to convince your visitors to interact with you more.
Let’s take a closer look at how squeeze pages work, what makes a good squeeze page, and how you can incorporate this model into your own website to attract and retain visitors… many of whom will the hopefully go in for the big purchase!
Squeeze Page Explained
A squeeze page is a type of landing pages, but not all landing pages are considered squeeze pages. Let’s take a closer look:
A squeeze page is so named because it’s used to “squeeze”, or to put it another way, “gently convince” your web page visitors to share their email address and possibly their first name with you.
They are very straightforward, with just this one purpose. Those who see it can either read and enter their information, or click to close. There’s no in-depth content, no links to other pages, just the main squeeze.
Of course, hardly anyone is going to provide their email address for no reason at all.
The importance of the Lead Magnet ?
As a result, a successful squeeze page will offer a bonus to those who sign up or register. These are called “lead magnets”. Depending on the goods or services you offer via your website, you may offer copies of eBooks, PDF guides or checklists, templates or worksheets, or even hearty discounts and “exclusive bonus content”.
What you choose to offer as a lead magnet depends heavily on your niche in the market, and depends strictly on your business, your product, and your audience.
If your service is marketing, you might include a link to a free introductory webinar on how SEO makes all the difference. The link would be sent to the email entered, and would lead to a brief video in which you are able to demonstrate your talent and marketing prowess, thus convincing the website visitor that they must return to your page and purchase your full-sized videos.
But let’s say you sell something tangible, such as parkas. In that case, you might want to encourage visitors to sign up for an exclusive newsletter, filled with discounts and bonus content.
When they provide their email address, they’ll immediately receive a welcome letter, a discount code, and perhaps a checklist for preparing for all-weather hiking in the New England mountains.
The goal is not to give away the entire farm, but to provide enough temptation that the visitor is willing to interact further, and has additional reasons to return to your site again in the future… all because they provided you with a simple email address.
What Makes a Squeeze Page Work?
An effective squeeze page is much more than a great give-away, though. If there is one keep to creating a successful squeeze page, it is that it must be very, very brief.
The sales copy must be very succinct and clear: “Enter your email for a free introductory video on how (product) can change your life!” There should be only one call-to-action button. The page needs a background image that is visually attractive, easy to understand, and does not distract from the overall message of your page or the call-to-action at hand.
The goal is to encourage visitors to type, click, and move on with their lives, preferably to other parts of your website to learn more.
Naturally, all of that sounds very simple from right here, but often, new business owners and marketers find themselves gripped with indecisiveness about creating “The Perfect Squeeze Page”. In fact, for many of them, coming up with the lead magnet is easier than designing the page itself.
Checklist for a Good Squeeze Page
There are a few things to keep in mind:
Make sure it makes sense
Let’s go back to the parka example. If your website is focused on outdoorsy wilderness adventures, with lots of Earth tones and pictures of hikers and campers, it makes little to no sense to have a squeeze page with bright neon colors and pictures of computers.
Will it get attention? Yes. Will visitors raise an eyebrow and possibly run their virus scan software? Also yes. The squeeze page needs to feel like an organic extension of the site itself- an invitation to be a part of the group.
Keep the Page simple
This honestly cannot be stressed enough. While it’s tempting to wax poetic about your amazing goods and services, that’s for the website itself. The squeeze page is a very simple transaction. “You give me email address; I give you this”. The message should be strong, yet succinct.
Do not use a squeeze page as a homepage
There’s not enough content for Google to rank it, and with no links to other internal pages, it will appear like a low-quality page to search engines. Additionally, visitors won’t spend enough time on a squeeze page to let it rank.
Last but not least: don’t Over-think It
The good news is that a squeeze page is not a permanent decision. In fact, many savvy business owners are constantly running A/B testing on their squeeze pages.
Let’s face it, the market is, at best, fickle. While it would be great to live in a “build it and walk away” world, we simply do not. There are plenty of things that might turn off a visitor from pursuing your squeeze page offer.
As you work to build the ultimate squeeze page for your business, you might find yourself experimenting with the length of the headline, the content of the page, the images, the colors, the size, shape, and color of the call-to-action button (that’s right: if a customer doesn’t see the button, or it doesn’t appeal to them, they might not click it!), the size and shape of the page, and the positioning of the text.
Just like your website itself, a squeeze page needs to attract attention.
When you’re searching for the right software or plugin to create your squeeze page, bear in mind whether A/B testing is possible. This allows you to skip the part where you’re spending sleepless nights wondering if you’ve done it correctly, and go straight to the part where you test out those theories in real time.
A squeeze page can make the difference in activity on your website. In exchange for a simple product or sample service from you, visitors can be encouraged to share their email addresses.
The reminders from your newsletters can further tempt them to return to your website, leading to a possible lifetime of endless conversions!