The Beginner’s Guide to Creating a Squeeze Page That Converts
A squeeze page is a page which is designed to capture opt-in email addresses from potential subscribers.
The goal of a squeeze page is to convince, cajole, or otherwise ”squeeze” a visitor into providing one of their most sought-after and coveted pieces of personal data: the email address.
Not every landing page is a squeeze page. A squeeze page is a specific kind of landing page designed with one very important purpose—to get visitors to fill out the opt-in form, providing you with their email addresses.
Sometimes, squeeze pages are referred to as capture pages as well, because they capture leads’ contact information, helping you build your pipeline.
As its name suggests, there is an element of intentional yet subtle forcefulness involved in a squeeze page. A squeeze page should act as an ultimatum for visitors – take the offer or leave the page.
It should be black and white (not literally, though – color is actually pretty important!). In the same vein, content should be kept to a minimum on a squeeze page. That’s another thing – you’ll want a convincing offer i.e. something shiny, enticing, and desirable.
Your offer needs to be worth surrendering an email address for – in online terms, an email address is equivalent to a slice of your soul.
What Makes an Enticing Offer for a Squeeze Page?
While you can host many different types of content on your squeeze page, some will prove more valuable than others will. Prime types of a squeeze page content offer to include:
• Email Course
• White Paper Collection
• Templates / Design Aids
Asking for an email address in exchange for a download file or video makes the hair stand up on a user’s spine.
Most users know that they should not have to provide you with an email address in order to watch a video. However, if you are going to send them an e-book, needing their email to do so makes a bit more sense.
If the best offers are those that align with the user data you’re asking for, then when it comes to email opt-ins, naturally email courses are the recommended plan of action.
How to Create a Squeeze Page
There are a few different methods:
1. DIY: Build a squeeze page manually, as you would any other landing page.
2. Squeeze Page Generator: There are several tools on the market that assist in generating squeeze pages.
Word Stream’s new Landing Pages & Leads tool serves as a great squeeze page creator – the simple and easy landing page wizard lets you choose from different squeeze page templates, colors, and themes.
The tool helps you with forms, copy, thank you pages, tracking codes, and other best practices that are baked into the tool.
3. Word press Squeeze Page Plug-ins: There a few different Word press plug-ins that provide landing page or squeeze page templates for Word press users.
The steps involved in creating a squeeze page are as followed:
Start by Creating a Lead Magnet Your Audience Will Love
Your lead magnet is what you are going to give away for free in exchange for an email address. This is also known as the opt-in bribe, but I don’t like to use the word “bribe” because that implies you’re doing something dishonest—which isn’t accurate.
On the contrary, you’re giving away valuable content your audience will love! There are many ways to create high-value lead magnets without investing too much time.
Regardless of the format you choose, a good lead magnet needs to:
1. Make sense for your audience
2. Make sense for your business.
Once you have an idea for content that your audience will devour and that serves your business goals, creating the lead magnet can be as simple as typing it up or turning content you already own into a PDF file.
Choose a Landing Page Builder That Will Make Things Easy For You
Now you have your lead magnet, and you need somewhere to advertise it and a way to deliver it to people who sign up.
Make things easy on yourself by choosing a landing page builder that integrates well with your email autoresponder service and allows you to create an effective landing page without having to master new tech skills.
Craft a Strong Message
At this point, you know what your page is about and how you will build it. Now you just need to know what to write on the page to entice readers.
This is surprisingly easy because the key is simply not to overwhelm the reader. All you need to do is tell the readers what to do and what is in it for them.
That is it, nothing else. You do not need to prove anything about your business as a whole or tell visitors why they should work with you-you only need to get them interested in your lead magnet.
On this page, your potential customer is the hero. You are the trusted mentor, guiding the hero to the opt-in button so they can conquer a challenge (however small). To guide them, you simply need to explain how opting in solves their problem or improves their situation.
You can often do this in surprisingly few words. If you find yourself writing several paragraphs to lay out that explanation, you probably need to go back to Step 1—it is a sign that your lead magnet isn’t an obvious fit for your audience, your business, or both.
Find the Right Background Image
Many people suffer from decision fatigue when it comes to choosing an image to place on a squeeze page.
Don’t overthink it. Choose the main image that supports your message and is easy on the eyes—and be wary of making people work too hard to understand a photo.
In A/B tests, we’ve consistently found that a full-width photo background outperforms a plain page background—if that image is a good one. What makes for a good squeeze page image? It’s pretty simple:
1. It points visitors in the right direction
2. It works with your page colors.
3. It’s relatable, yet positive.
4. It reflects your audience’s goals.
The squeeze page image below reflects all these principles, and the page itself only took about 10 minutes to create
You can also upload your own images. If you have a logo, consider adding it to build brand recognition without devoting extra copy to your company.
Add a Powerful Call To Action
Finally, you need to write a call to action (or CTA) that converts. Remember, your squeeze page is short and simple, so visitors will only spend a moment—perhaps only a few seconds—deciding whether to opt in or click away.
You don’t have the luxury of presenting your call to action at multiple places as visitors scroll down the page, because there’s probably no scrolling to be done.
A good call-to-action button tells people what to do and why, clearly and quickly. Try “Download Now,” “Claim My Spot,” or “Yes, I Want the Free Report,” all of which indicate both an action and the end result of that action (implicitly or explicitly).
Buttons that do both these things are typically more effective than ones that focus on just one, such as “Click Here” or “Free Report.”
You can create the squeeze pages using the tips we discussed, but if you are stuck we suggest you seek professional help from Lander because they are the best at creating landing pages as well as the best squeeze pages.