A squeeze page is a sales pitch designed to ‘put the squeeze’ on the customer. Normally this is used to get them to give you their email address for future marketing efforts. The main idea is to keep the customer’s attention and provide a compelling enough reason to get them to fill in the required fields.
The Downside to Using a Formula Squeeze Page
You’ve probably seen squeeze pages like this. They use black text on a white background, with yellow highlighting and red captions to draw attention and create a feeling of urgency. They are usually peppered with exclamation marks and multiple repetitions of the word ‘now’.
Unfortunately, many people will be immediately put off by such blatant tactics. The intensity of the page can backfire, causing people to quickly click away rather than staying and following through.
What Does A Good Squeeze Page Consist Of?
First and foremost, a good squeeze page is search engine optimized in and of itself. If you can rank well for your squeeze page, you will have much better results, as a good spot on the SERPs carries a certain amount of authority.
Use colors that can make an impact without being garish, and that complement the subject content. If you are trying for a senior audience, and offering an eBook on retirement options, use calm strong colors to inspire trust. An exciting new business opportunity can be touted in brighter colors, but try to stay away from tacky highlighting, and find a nice background color.
Use margins! Nothing is harder to read than a long squeeze page that is full screen width. Create a wide border on each side, and use it to display testimonials. Don’t put ads up – you don’t want to bleed away your audience!
Once your customer lands, you need to catch their attention and let them know their search is over. (This is why careful SEO is so important, to bring you a very focused audience.)
Bold letters and eye-catching captions are much better then highlighting. If you layout your article/sales pitch intelligently and coherently without resorting to gimmicks you can attract a whole new breed of customer – the serious buyer who appreciates a genuine benefit and is fully cognizant of what they want and what they are likely to get.
That is not to say throw tried and true marketing techniques out the window! Calls to action and encouragements to act quickly are definitely recommended – just couch them in enough subtlety to avoid being condescending!
Don’t be greedy. If all you really need is an email address, don’t ask for the full Monty. Or, you can ask for it, but only require the email address, and clearly star required fields. A lot of customers will just hit auto fill, and you can get a lot of the info anyway, but your visitors with privacy issues will appreciate the fact that all you demand is the bare minimum.
You can generate a lot of conversions with a really well planned squeeze page. Sure, with a formula you can make one in less than 10 minutes – but people get tired of seeing the same old thing and can quickly tune out and move one. Your goal is to prove that you are different than the competition – so, BE different!