Squeeze pages are normally seen as one type and for one purpose. I’m sure you know the type I mean. There’s an eye-catching headline at the top and red arrows pointing to the sign up box below, plus information on the page about the freebie you’ll get.
The dominant purpose of a squeeze page is to have the visitor opt into your list. But there are different ways of achieving that and the page can be used for different reasons. Besides which there’s the question of how to create one of them.
Different formats for squeeze pages
The well known version, as mentioned, must have a headline that grab the visitor’s attention – you only have a few seconds to do so. That headline needs to state the most important benefit of the freebie.
If you have attracted targeted traffic who are interested in the gift’s topic, then they are almost certain to sign up – as long as the headline has a strong and clear benefit. You can then back this up with a sub-headline containing another benefit and which leads straight into the first, and perhaps only, sentence. This in turn leads visitors to the bullet points which list all the benefits they’ll get from your free product. Some people will only read the headline and the bullet points.
Anyone who is a targeted visitor especially, should not be able to resist your offer. You can add in graphics, moving or not, and a video, to focus on the optin form.
In contrast, your squeeze pages might not have any graphics or videos. They could just be plain text. Although I’ve talked about the first format being irresistible to targeted traffic if it’s set out right with a valuable offer, even some of that traffic will not be convinced by it.
In fact, they may be turned off by it. After all, such squeeze pages were thought up in the first place in order to hard sell to cold traffic. If the traffic is genuinely targeted in that they are searching for the type of products you sell to solve a problem, they want to know it is good information and that you can be trusted.
The graphic type of page is not created to build trust, but to “sell” the free offer, getting their email in exchange rather than their money.
Text squeeze pages can be quite long. There are a few reasons for this.
First, you can build in credibility by giving information about yourself and your products.
Second, you can explain and give evidence for the benefits instead of just stating them.
Third, you can go beyond that by explaining in more detail how the product will change their lives, solve their problem, relieve their situation, and so on.
Fourth, it’s more likely to build trust and your authority. In effect, it’s a sales page for a free product.
Purposes of squeeze pages
Besides having people opt in, you can use squeeze pages to qualify visitors to some extent.
You put one in front of some material they’ve shown an interest in. Let’s say they’ve read five articles on your blog. You then have a squeeze page appear telling them they have to complete the form if they want to go on reading. There is no free gift, except they can continue when they’ve given their email. You could either force them to do this by not allowing any further access if they don’t, or make it voluntary in that they can cancel the page and go on reading.
In fact, this method could be used to qualify people for any kind of service or information. Those who sign up are more interested in what you have to offer and so are more likely to buy from you later. Besides which, you do have them on your list, so you can run an email campaign with them.
As seen with text squeeze pages, you can develop trust and authority. Visitors might leave and not sign up immediately. But it’s more memorable than graphic squeeze pages because of the information provided, which is a free gift in itself. If it stays in their mind, having had time to think about it, they might return to check it out again, and with a better chance of wanting to see the free gift information.
How you can create squeeze pages
For the graphic type you can buy templates which have been tested, and you fit in your own information. Or there are templates not tested but where you go through an automated process of filling in your information bit by bit
until it’s created. This can then be uploaded. A better example, with lots of choices, is a system like Optimizepress in which you can create different types of pages, including squeeze pages.
You use this system as a theme for your whole site. So you could also set out text ones too. However, text ones could simply be written as a normal page of your site or blog, remembering it’s the value of your information for your visitors which is important. Their primary aim is to find solutions to their niche problems.
So, be creative in your thinking about squeeze pages, and pages in general. Try out different ideas to see what benefits your visitors and your business.