Writing High Converting Squeeze Pages Isn’t Hard When You Have a Method
The biggest mistake people make when trying to create a compelling squeeze page is not selling the prospect before they get to the squeeze page. 80% or more of the actual sale should have already been accomplished by your previous contact with the prospect (via email marketing or other content on your web page). When tyhey come to your squeeze page they should already be ready to opti-in. However, you must still close the sale.
How do you do that? Follow these 5 Tips for Writing a Killer Squeeze Page:
- Create and Excellent Headline: Your headline should be short—no more than 7-10 words else 80% of your prospects won’t even read it. It should also contain the golden nugget of the offer within it—“Free Ebook When You Opt-In.” It should also be a bit snappy and never boring—always be looking for a hook! Want to know how to create killer headlines? Have a look at this.
- Keep the Content Short: Content is still king and it’s what will sell your products and services 9 times out of 10. However, when a prospect hits your squeeze page, your number one goal should be converting them. If you’ve done your job right up to this point all you should have to do is go over the main selling points of why they should opt-in once more—focusing on the benefits NOT the features—then walk them through the process step by step: “Click here to enroll in my bimonthly newsletter for great tips on. . .” but you’re never going to get them to that opt-in point unless your sales copy is at least passabel. Is your sales copy good enough?
- Make Your Opt-In Form Short: Ask for a name (preferably first and last), email address, and perhaps a website. If you ask for more than that you are shooting yourself in the foot. While people in general love freebies, they hate giving away information. They’ve had it drilled into their heads by the news media that if they give away too much they WILL get scammed. While it would be nice to have more information from a prospect so you can segment them in your marketing campaigns, you can retrieve that information after you get them signed up with questionnaires, surveys, and the like–often with particiation predicated on yet another freebie. Your squeeze page is not a customer classification tool—it’s a list building tool.
- Stay Away from Templates: You can find hundreds of “Free” squeeze page templates online but they all generally look the same. While you may be thinking that using one of these will actually help your chances of getting info from a prospect because they recognize the page for what it is, it actually hurts your chances. Every time somebody sees those oversized red letters, yellow highlighting, and bullet list after bullet list of benefits mixed in with canned “testimonials” little red flags go off in their mind. Some of the most successful squeeze pages are those that look and feel like a natural extension of your website. Use the same fonts, the same graphics, the same sort of layout. Anything you can do to build consistency goes a long way toward getting building trust and getting that prospect to give up the goods.
- Have a Compelling Offer: You cannot sell fluff on the Internet these days. If you want to try and push your light and airy content on the Web, hop in Mister Peabody’s WABAC Machine and transport yourself to 1995. These days, you have to give away good, solid content that’s actually useful to your prospects before they’ll ever turn into customers. It may sound ridiculous to give it away to get it back but that’s the underlying principle of Inbound Marketing. It’s your job to get found on the internet, be seen as an authority, and let people know that they can trust you. If you can accomplish those three things then you’ll do okay. If you can’t or don’t want to, you’re probably headed for a reputation as a scam artist and probably shouldn’t be reading this in the first place. You guys can stick to keyword stuffing and hope that Google somehow gets stupid overnight.
If you’ve got a “rule” that should be on this list, leave it in the comments. I’d love to hear it. And feel free to pass this tidbit along via your new fangled social medias.
For more on squeeze page writing, check out “Why Squeeze Pages Don’t Work” by yours truly.