Creating a Squeeze Web Page

Build a customer database and sell your products online

By Lou Bortone, Creative Director, Granite Planet Productions

A “squeeze” web page – sometimes called a landing page – is a web page specifically designed to solicit opt-in e-mail addresses from potential customers or subscribers. Users enter their name and e-mail, typically in return for a free download such as a white paper or e-course. Most squeeze pages have four main sections:

1. Headline – Grab the user’s attention quickly with a captivating offer
2. Sub headline – Pull the visitor deeper into your message
3. List of benefits – Highlight exactly “what’s in it for them.”
4. Subscription (opt-in) form – The “submit” button that captures the e-mail address

Create your web page

Since squeeze pages are so formulaic, you can do-it-yourself, or outsource to a squeeze page specialist.
Try: Consider SiteBuildIt or Squeeze Page Generator if you go the do-it-yourself route. I outsource to a web designer at Webmasterforhire.biz. Another web design firm is Retina.ro.

Craft your opt-in offer

Squeeze page offers are often “information products,” such as free reports, e-courses, e-zine subscriptions or other compelling “introductory” offers, often available for instant download when your visitor opts in. Perhaps you’ve already written an article that could be repurposed as an information product offer.
Try: Review some successful squeeze pages and offers to get ideas for your product offer. A few examples include: 136 Ways to Market Your Business, Client Abundance , and Achieve Your Dream Coaching.

Use an autoresponder

You can automate the entire process, from opt-in and follow-up e-mails to sales and fulfillment, with an autoresponder and “shopping cart” software. These programs also allow list management, e-newsletters, product downloads, and other features.
Try: : Aweber is one popular autoresponder service. I use Easy Web Automation. If you’re selling products online, you’ll also need a service like PayPal.

E-Mail responsibly

As you grow your list, you can build trust and credibility over time by communicating with your database. Stay in contact with useful, relevant information and don’t make the mistake of spamming your list. Once you’ve proven your value to your members, you can begin to market your products or services.
Try: Pink Spoon Marketing is a great example of utilizing a “product funnel” for your database. (It’s also another example of an effective squeeze page.) Many autoresponders include e-mail newsletter functions. Another option is an e-mail service such as Constant Contact.

Google recently changed the way they rank squeeze pages, so keep the following in mind for best results: Squeeze pages should no longer be single page websites – 4 or 5 pages is best
Site content should be about 200 words
Include links on your home page linking to your pages with similar content
Place the links at the bottom of your home page
Talk to your webmaster about site optimization