In one of the forums to which I belong, one of the members posted a request for assistance with creating a Squeeze Page. (Sometimes referred to as the Opt-in Page or the Landing Page.)
In response, a vigorous discussion ensued. Some folks hated them while others loved them. Some did not quite understand the difference between a squeeze and a sales page, while others think they do but offered varied definitions. And of course the debate goes on…………. So who’s right? Should you “Squeeze?”
Wille Crawford writes in a 2006 article titled How to Triple Your List Building Rate with Squeeze Pages
“A squeeze page is a webpage that, when the visitor “lands” on it, he is asked to opt-in to some type of list in order to proceed further. On some squeeze pages, your only options are to opt-in or leave. On others, you are given a method to continue exploring the site without opting in. Purist would argue that the second type isn’t a real squeeze page. The rationale behind using a squeeze page is that most Internet marketers realize that the vast majority of visitor will not buy from a site on the first visit. So, these marketers make list building their top priority. If they can just collect the email address, along with permission to follow-up, then they’ll get other opportunities to make the sale later.
After building dozens of Squeeze and Sales pages for several clients whose business cover several industries, some basic rules of creating an effective Squeeze Page have emerged:
- An attention grabbing lead paragraph that speaks directly to your target
- A headline telling the visitor what you can do for them that will address the need addressed in the lead paragraph
- 3 – 5 bullet points that will compel visitors to depart with their email address and name as each offers more details about the headline
- Include “your story” to show why you are an expert or are capable of offering what you say you can
- An offer of something for FREE, that is related to the service, industry or product covered by your business (Report, CD, Recording etc)
- Limited information collected in opt-in box (usually a name, email address and one other item)
- List your privacy policy which should be that you do not sell or share their information with anyone under any circumstances – and be sure that you don’t!
Although there are several models for Squeeze Pages, you will only know which one is right for you by testing both layout and content. Several things to consider:
- What will your visitor see when they land on the page? More specifically, what appears above the “fold”?
- Content is more important than aesthetics. What you have to say is more important than the “window dressing”. However , if your client insists that you must use graphics, then professional quality is a must and they should not become a distraction to the end goal.
- A clean look with plenty of white space makes reading content easier and removes any distractions.
Mike VanBergen, in his article “Squeeze Pages And List Building…You Can’t Have One Without The Other!: says this:
Every successful online marketer knows the importance of using squeeze pages! It’s a known fact that most customers do not buy the first time, it may take 5, 7 or more contacts from you before they do buy what you’re offering. First you need to gain their trust and build confidence with them.
This is the cheapest way to lower your advertising costs! Build a large list of opt-in subscribers/customers who trust you. It’s like money in the bank! One can never deny the fact that a squeeze page is very essential and crucial in this business; and that 98% of online marketers are still mastering the art of it using different techniques. Bottom line, list building is the secret to making money repeatedly without spending a single penny on advertising.
Daniel Moro describes a Squeeze Page this way:
A squeeze page is a web page designed to do just one thing – to convince your visitors to opt in to your list so that you have their permission to send them additional emails and information
Here are a few of the Squeeze/Sales Pages created by the team at Expert Business Partners: (The Parenting Coach series is a great example of different pages being tested)
So whether you love or hate Squeeze Pages yourself, if you are doing business online and need to grow your list, using a Squeeze Page, in my opinion, is the way to go!
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