Archive for December, 2017

A Squeeze Page Can Build Your Lead Generation

December 9, 2017

An effective onboarding process is the beginning of the sales funnel that should end with more voluminous conversions in a shorter time-frame.

The sales funnel begins with generating leads.  While referral of a satisfied customer is always preferable, another way in through your squeeze page.

For those of you who have not yet heard this term, a squeeze page is basically a short landing page with one main purpose: to “squeeze” the email address out of the page visitor.  In other words, it’s a promotional page with the goal of lead generation (or “list-building”).

Smart businesses like to balance their online mixes and do both: direct-to-sale efforts (i.e. selling a product) along with list-building (i.e. lead generation) efforts.

But not all squeeze pages are created equal.

Some are very short and pithy, with a headline and call to action… more ideal for mobile phone viewing, which how the majority of people are now viewing pages.  While others have longer copy to convey the value proposition of why the prospects need to give their email addresses.  Your target audience, delivery platform, message, offer and other variables will determine which format you may want to test.

Here are some key elements in creating effective squeeze pages and getting leads for your business.

  1. Gets Attention. It is important for a squeeze page to have a strong headline and an eye-catching masthead image.
  2. The Free Offer. You need to show the reader the reason they need to sign up and give you their email address.  Tell them WHAT are they getting out of it?  Typically it is some kind of free bonus, such as a .pdf report, white paper, e-newsletter, which answers a question the prospect may have, solve a problem and teach them something they don’t know.  All of the bonus benefits and the value proposition need to be outlined in the body copy in a clear, easy-to-read format (usually bullets).
  3. Why Listen to You? It is also important to briefly outline WHY the prospect should listen to you.  Introduce yourself and your credentials to the reader; explain why you are the expert, and it is important to hear what you have to say and give you their email address.
  4. Visually Appealing. Use call-to-action buttons that are bright (i.e. red, orange, yellow) and other graphics that catch and keep the visitor’s attention all the way down the page.  Consider highlighting savings, providing a headshot of the expert, and other relevant graphic enhancements.
  5. If you have testimonials that speak to your expertise, use one or two short, strong ones in quote boxes along with the endorser.
  6. No Distractions. As mentioned earlier, squeeze pages have one simple goal: to collect an email address. Do not to have other clickable links on the page or navigation.  You want to keep the readers focused on only giving you their emails and clicking “submit.”
  7. Contact Information. To add credibility, at the bottom of the squeeze page, add your physical mailing address of the business, an unclickable web address, and perhaps a pertinent affiliation and/or award to add prestige, authenticity and promotes visitor confidence.
  8. Legal Disclaimer, if needed. In certain industries, such as health or financial publishing space, it is necessary to add the necessary disclaimers specific for that industry.  In general, you need to add “The information and material provided on this site are for educational purposes only.”
  9. Anti-Spam Pledge. Under the email collection fields and above the call-to-action button, it’s a best practice to add some anti-spam verbiage to alleviate any concerns to the reader that the email may be sold or rented.
  10. Ask Less. Get More. For each additional information field you ask the prospect to give, i.e. first name, email address, etc., you will get fewer responders. Think about your ultimate goal for the squeeze page when determining how much information you’re going to ask for.

The squeeze page is only the beginning.  A good, strategic list-building campaign will have many elements that all work together to get a prospect’s attention (the ad); get them to sign up (the squeeze page); help them bond with the ‘expert’ (free offer); become informed on the topic or offer related to your business; and, ultimately, get the prospect to convert to a buyer of a paid product.

This is called the onboarding process. And an effective onboarding process is the beginning of the sales funnel that should end with more voluminous conversions in a shorter time-frame than if you don’t have an onboarding process in place.

So evaluate your business.  See how many leads you are bringing in on a monthly basis, at how much per lead, and how quickly these leads are converting to buyers.

Then decide if squeeze pages and setting up an onboarding process are right for your business in 2018.