How to create a squeeze page that converts (+ free video tutorial!)

How to create a squeeze page that converts

You know that “the money is in the list” …but you’re having trouble growing yours. You know what you might need? A high-converting squeeze page.

Hold up! What’s a squeeze page?

A squeeze page is a landing page on your website, that is so-named because its purpose is to “squeeze” information (i.e., names and emails) out of potential subscribers.

Sounds violent as hell, right? But it can be incredibly effective. (Silver lining!)

Because after a while those gorgeous opt-in forms of yours spread across your website on your header, sidebar, etc.? Can become invisible to a website visitor who’s trained herself to skim past them.

But you know where you can’t skim past an opt-in form because the opt-in is the single call to action? A SQUEEZE PAGE.

I’ve tried out a few different styles over the years, and they often convert very highly. The squeeze page for my 5-day “Superclean your Website” Challenge in particular is kicking ass: according to my stats, it often converts at a whopping near-50% depending on when and where I promote it. That’s remarkable.

And I want those results for you too. So let’s go over some best practices and need-to-knows so you can narrow in on what works and toss what doesn’t (psst… read to the end to find a free video tutorial showing you how to actually design and set up your own squeeze page, step by step, no web designer required! That means you get to save hundreds of dollars. *High five*)

Note: the following tips assume that you’ve created a kickass freebie that people want. This post is about creating a simple yet effective squeeze page for your freebie, not about creating the freebie itself.

How to create a squeeze page that converts:

1. Get the layout right

For a squeeze page to work, you have to remove all distractions — that is, your navigation, links to social media or feeds, links to anywhere else, useless junk like slideshows, and so on.

Remove anything that’s there because you think it’s pretty or cool but REALLY? Isn’t doing anyone any favors because all it’s doing is detracting from the point, which is that if your visitor signs up, she’ll get the AWESOME THING from you and her life will be a gajillion times better for it (which it should be, because otherwise why bother creating your rad freebie?).

To sum up: remove any extra elements like navigations, sidebars, and social media feeds. All we need is your content and the opt-in form itself to capture people’s emails (and maybe their names too). To give you an example, that’s exactly what I’ve done with this squeeze page.

2. Get the content right

You wanna cut to the chase here, girlfriend. Talk about benefits (RESULTS), not features. Just like on a sales page for a product or service. You’re basically selling people on your freebie here.

Here’s one way to go about it: Start with a strong opener to grab people’s attention, so either pain points or the solution to them. Follow by stating the problem, and then? How you’ll fix it (with your freebie). Usually this is done with copy (and succinct bullet points work spectacularly) although some people use a video too.

Then, POW, the opt-in form.

That’s it. BAM. Revolutionary, amirite?

You can optionally throw in a few things to make you look more legit: a testimonial or (maybe) two, a badge of some kind (like logos of noteworthy publications where you’ve been featured), etc. to support your claim that you will rock people’s worlds with your freebie, but don’t detract with anything else like a photo of a sunset. This ain’t Instagram.

What’s important is that you highlight benefits over features. In other words: how will people’s lives be better if they get your freebie? Why exactly should anyone get your freebie? (Go here for more copy tips from professional copywriters.)

3. Get the process right

Remember to set up a Confirm page (if you’re taking the double opt-in a.k.a. email confirmation route) and a Thank You page for your subscribers.

The Confirm page is where they land right after hitting the “submit” button, to let them know to check their inbox for a confirmation email.

Note: speaking of the “submit” button, PLZ don’t let your button say “submit” — it’s a total boner-killer. Make it snappy, yo! Hint: make it actionable + point toward the outcome of the action of signing up. 

The Thank You page is the one people get to after they click the link in the email they got from you, confirming they’re human (as opposed to a tech-savvy canine or a hacker bot) and are consenting to be added to your mailing list. This page usually contains your freebie/bribe/downloadable excellence if you’re offering one in exchange for people’s email addresses (and you should totally offer one, as opposed to just asking people to sign up for “free updates,” which is basically meaningless and will get you very low signups).

By the way, here’s a blog post on how to set up your downloadable freebie if you’re not sure how to do that.

4. Test the crap out of it

Juuuust in case you thought you could get outta this one. Yer not getting outta this one.

Test the whole process to make sure your freebie gets delivered. You can also do A/B split tests with different headlines, calls to action, colors, etc. to see if one gets you more subscribers than the other (for this, check out tools like Google Website Optimizer and KISSmetrics).

And while you’re at it, pick up a phone and tablet and see what the squeeze page looks like there, too, in case there’s something to fix!

Now that you know what goes into a squeeze page and what to keep in mind to help boost your conversions, it’s time to, y’know, actually create it!

Wanna learn how to make your own yourself (no web designer needed!) using the Seedprod plugin? (It’s totally worth getting the $29 version, I promise.) I knew you would!

Here’s a video tutorial showing you how to create a high-converting squeeze page like mine yourself step by step in 20 minutes:

Keep in mind

Speaking of testing, keep in mind that a lot of factors affect conversion rates, such as:

  • Are the right people seeing it or just random weirdos?
  • Traffic: are enough people seeing your squeeze page to begin with?
  • Is your offer solving a specific problem that your right peeps want solved?

But assuming that enough of the right people are seeing it and that it’s something they do want, follow everything above and you’ll be on a phenomenal track to getting a lot of new subscribers!

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10 Responses to How to create a squeeze page that converts (+ free video tutorial!)

  1. This is great, Nat! Thanks for the reminder to test, test, test! How does Seedprod compare to Leadpages in terms of design and usability, do you think?

    • Thanks, Nicole! And you’re welcome :D

      Seedprod and LP are very different. Let’s see:

      -SEEDPROD-
      – A WordPress plugin you buy once and renew yearly
      – You can make 1 squeeze page for your site at a time
      – You have a lot more flexibility in terms of design
      – For tracking you have to use Google Analytics or something similar

      -LEADPAGES-
      – A monthly service, external to WordPress
      – Unlimited pages
      – Very little flexibility in terms of design
      – Comes with built-in tracking

      Hope this overview gives you a better idea. Lmk if you have more specific Qs :)

  2. Thank, Nat — great ideas! I’m working on getting super familiar with Squarespace’s cover pages so I can help my clients whip some of these up in no time at all!

    • Yes, I find that not enough people know about that (or they do but forget!) so I wanted to highlight it…twice :) Thank you!

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