As a copywriter who works on a lot of sales funnels, I know that squeeze pages (sometimes called opt-in or lead capture pages) are incredibly important. Ensuring your squeeze page performs strongly can lower your cost of acquisition and generate a steady stream of leads and customers for your business. It’s one of the first points of contact potential customers will have with your brand, so it’s critical to get it right.
What Is A Squeeze Page?
A squeeze page is a landing page designed to capture the attention of potential customers and convince them to take a specific action. In almost all cases, that action is to provide personal details such as a name and email address in exchange for something free.
Essentially, your page is designed to “squeeze” the details out of the reader so you can add them to your email list. This enables you to build a targeted and engaged audience that, further down your sales funnel, can easily be converted into paying customers.
7-Point Squeeze Page Template
Squeeze pages are typically short in length. However, if you’re a clever copywriter, there’s a LOT you can accomplish in a short space of time.
If you want your squeeze page to convert well so you don’t throw money down the drain, make sure it includes these 7 things:
1. Lead Magnet
A lead magnet is a free item or service provided in exchange for the reader’s contact information. Examples of lead magnets include eBooks (like the one below from Shopify Plus), checklists, templates, quizzes or assessments, coupons, discounts, samples, or trial subscriptions.
A lead magnet shouldn’t give away your top-tier products or services for nothing. Instead, it should provide a small taste of what people can expect if they become paying customers.
The aim of giving away a lead magnet is to build trust in your brand and prove you know what you’re doing. The freebie doesn’t have to be worth a million dollars, but it must be something genuinely valuable. If it’s not, no one will give you their personal details in exchange.
Simply put: If you think of a squeeze page like an invitation to a new neighbour, the lead magnet would be the cup of coffee and some freshly baked cookies. It’s an incentive for them to come over and get to know you a bit, with no pressure or strings attached.
2. Headline And Supporting Copy
Once you’ve decided on a lead magnet, you’ll need to write some copy for your squeeze page. Your copy should explain what the lead magnet is and why it’s valuable.
The most important part of this copy is the headline. Your target market should have a clear idea of what you’re offering from the headline, even if they don’t read the rest of your copy (because there’s a fair chance they won’t).
To make it easier to read, and to give you more time to include all the important information, you can break the headline up into parts, just as ClickFunnels have done here:
Underneath the headline, you can add supporting copy that provides more detail about what’s included in the lead magnet. Use bullet points that highlight the main parts of the lead magnet and the benefits the customer will receive. Take a look at this example from Workshop Whisperer:
Avoid giving away too much detail, though. If people know exactly what’s inside, they don’t need to download it. So tease the contents of the lead magnet, rather than telling people what’s inside word-for-word.
3. The Reason Why
With so many scams online these days, people are VERY sceptical. If you’re giving away something for free, there’s probably a catch. Addressing this scepticism upfront can build trust and boost conversions on your squeeze page.
Ideally, you have a valid reason for giving away your lead magnet. It could be due to current trends in your industry, social or economic factors, or a sincere desire to contribute value to your audience.
If you can’t think of a reason, you can even be blunt and say something like, “Why am I giving this away for free? There’s a chance you’ll be impressed by my eBook and sign on as a paying client. But even if you don’t, I’ll still be happy – as long as you find it helpful!”
4. Social Proof
Social proof is evidence that other people have already found value in your products or services. It can include testimonials or reviews, stats, logos of clients you’ve worked with (just as ClearVoice have done below), or publications you’ve been featured in.
Social proof works because people are influenced by the actions, opinions, and behaviours of others, particularly when making decisions. Including social proof on your squeeze page demonstrates that you can be trusted, and convinces those reading that what you’re offering is worth it.
If you can include social proof for your lead magnet as opposed to your business, do it! For example, if you’ve got testimonials saying your ‘free checklist’ is a game changer, feature the quote on your opt-in page.
To use the neighbour analogy again: a new neighbour has no idea whether you’re friendly or not. If they see family and friends coming and going from your house… and everyone else who lives nearby has nice things to say about you… they’re much more likely to come over for that cup of coffee!
If you want people to act now, make it clear there might not be another chance to do so. You could put a cap on the amount of lead magnets available, or only offer to give away your freebie for a limited time. This can increase conversions and capture more leads for your business.
Whatever you do, just make sure the reason is genuine. Remember, the idea is to start a long-term relationship based on trust. If you use fake scarcity now, the next time you impose a deadline no one will believe it.
6. Consistency with your brand and funnel
In marketing and copywriting, consistency is crucial. So keep the messaging on your squeeze page congruent with other parts of your funnel.
If a visitor lands on your squeeze page after encountering an ad, for example, the transition should be smooth – the messaging on the squeeze page must resonate with what was promised in the ad. Any disconnect between the ad and the squeeze page can cause people to click away instantly!
Important: The consistency should also be reflected in your design. So make sure the look and feel are consistent across all parts of the funnel. You can even incorporate the same image used in your ad onto your squeeze page for a congruent visual experience!
7. Clear Call To Action (CTA)
Your call to action (CTA) is the straightforward instruction that tells visitors what to do. Create a noticeable button or link, using clear language like “Get Your Free Guide” or, as Splose have done, “Download Your Free Copy Now.”
Make sure it’s easy to find and simple to follow, ensuring visitors know precisely where to click to access your lead magnet. A successful squeeze page is all about clear direction, so your audience can easily take the next step without any confusion.
One last analogy: If your invitation gives your neighbour the wrong address, they won’t know where to go to get their cake and cookies! That’s why it’s so important to make any instructions clear and easy to follow.
Need Help Writing Your Squeeze Page?
If you want a hand writing your squeeze page… or any part of your sales funnel… The Copy Brothers can help! We’ve written more squeeze pages than we can count. Check out our funnel copywriting services and fill out the form at the bottom to discuss your project!