Everyone is talking about squeeze pages… But what are they?
That’s exactly what we are going to discuss today:
- What is a squeeze page?
- What are the key elements of a great squeeze page?
- What should you do if your squeeze page isn’t converting?
So if you want to get a clear understanding of what squeeze pages are and how you can use them to grow your business, you are in the right place.
What Is a Squeeze Page?
A squeeze page is a short-form lead generation landing page that is designed to get the visitor’s email address.
What differentiates squeeze pages from other types of lead generation landing pages is their simplicity.
They have the basic elements of a lead generation landing page:
- A headline.
- An opt-in form.
- A call-to-action (CTA) button
(Note that 2-step squeeze pages that only display the opt-in form once you click the CTA button are becoming increasingly popular).
However, squeeze pages typically feature very little copy, which is why they are so short.
Why Should You Use Squeeze Pages?
Here at ClickFunnels we believe that the best way to grow an online business is through the Value Ladder sales funnel.
Here’s how it looks like:
The Value Ladder sales funnel has four stages:
- Bait. You offer the potential customer a lead magnet in exchange for their email address.
- Frontend. You offer the potential customer your least valuable and least expensive product.
- Middle. You offer the customer a more valuable and more expensive product.
- Backend. You offer the customer your most valuable and most expensive product.
That way, as the person is progressing through your sales funnel, they are getting more value at each stage. They are climbing a “value ladder” so to speak.
A squeeze page is a great way to convert a potential customer into a lead by getting them to download your lead magnet. That’s how they enter your sales funnel (the Bait stage).
Moreover, since squeeze pages are the most basic of all lead generation landing pages, they are also the easiest to create.
That is important because online entrepreneurs often know that they should be using lead generation landing pages to collect email addresses but endlessly procrastinate on setting one up because the task seems overwhelming.
But there’s nothing overwhelming about squeeze pages. You don’t need to write a ton of copy, you don’t need to create a short bio, you don’t need to gather testimonials… All you need is a headline, an opt-in form, and a CTA button, and you’re good to go.
Of course, if you want your squeeze page to convert well, you might want to include other elements such as a subheadline, a few sentences of copy, relevant images, etc.
But guess what?
Having a most bare-bones squeeze page is better than not having any landing page at all!
So if you haven’t gotten around to putting up a landing page yet, start with a simple squeeze page. You can always upgrade to something more sophisticated later on!
5 Key Elements of a Great Squeeze Page
There are five elements that you should include in your squeeze page:
#1 A Headline That Conveys the Main Benefit of Your Lead Magnet
One of the most important concepts in copywriting is the distinction between features and benefits:
- A feature is a quality or a function of a product (e.g. “These shoes are waterproof!”).
- A benefit is the value that the customer will get from that product (e.g. “These shoes will keep your feet dry!”).
People buy based on benefits and then use features to justify the purchase. As copywriters say, “Features tell, benefits sell”.
That’s why you need to make sure that you are emphasizing the benefits whenever you are writing copy. And that starts with the headline.
Your squeeze page headline needs to “sell” the potential customer on your lead magnet.
Sure, you might not be charging money for it. But you still need to make a case as to why someone should give you their email address in exchange for it. So what is the #1 benefit of your lead magnet?
“How will my lead magnet make this person’s life better?”.
Then emphasize that in your squeeze page headline.
#2 An Opt-in Form
An opt-in form is necessary because without it the potential customer won’t be able to provide their email address.
There are two approaches to opt-in forms:
- 1-step squeeze pages feature the opt-in form on the squeeze page itself.
- 2-step squeeze pages only display the opt-in form when the visitor clicks the CTA button.
1-Step Squeeze Page Example: Ok Dork
Noah Kagan, the founder of AppSumo and Sumo, uses a squeeze page as the homepage of his blog, OK Dork:
As you can see, the opt-in form is right there on the page, all you need to do is enter your email address and click the “Spice Me Up” button.
2-Step Squeeze Page Example: The Funnel Hacker Cookbook
One of the lead magnets we use is our co-founder Russel Brunson’s book “The Funnel Hacker Cookbook” in which he shares his 22 top sales funnels.
Take a look at its squeeze page:
As you can see, there’s no opt-in form on the page itself, you need to press the call-to-action button to get access to it:
You should experiment with both approaches to see whether 1-step or 2-step squeeze pages work better for your business.
#3 A Call-to-Action (CTA) Button
A call-to-action (CTA) button is the button that the potential customer needs to click in order to submit their email address and get access to your lead magnet.
You should make the CTA button copy as specific as possible. Avoid generic stuff like “Submit”, “Download”, “Sign Up”, etc. You want the copy to reflect what the potential customer wants.
Say, if they want to get a free ebook, why not use copy like “Get Your Free Ebook”?
Here’s a graph from Unbounce that illustrates this concept well:
Another one of our lead magnets is a free webinar in which our co-founder Russel Brunson shares a secret funnel strategy that various companies have used to grow from fledgling startups to $1,000,000 in revenue.
Take a look at its squeeze page:
As you can see, the CTA copy says “Register For The Webclass Now”, which is much more compelling than just “Register”.
#4 A Relevant Image
In theory, it’s not necessary to add a relevant image to your squeeze page but in practice, it is.
There are three types of images that you should consider using on your squeeze page:
This works well for personal website squeeze pages as well as for businesses where one person is the face of the company. It helps to build rapport with potential customers.
Scott H. Young, a popular personal development blogger and the author of “Ultralearning”, uses this squeeze page as his blog homepage:
Lead Magnet Mockup
You can create a mockup of your lead magnet that shows how it would look like if it were a physical product.
Jon Morrow is a popular blogger and world-renowned writing coach. One of his lead magnets is an ebook called “52 Headline Hacks”.
Its squeeze page features a 3D mockup of the ebook which makes this lead magnet seem more tangible and therefore more valuable.
An aspirational image that reminds the potential customer of what they want to achieve can help prime them to take action towards their goal by downloading your lead magnet.
Matthew Hussey, a world-renowned dating coach that has over 2 million YouTube subscribers, offers a free video on building confidence as one of his lead magnets.
Here’s its squeeze page:
Note how this squeeze page features both:
- Matthew’s picture, which helps to build rapport with the potential customer.
- Relevant image, which reminds the potential customer of what they want to achieve and primes them to take action towards it.
Consider experimenting with all three types of relevant images to see what images work best for your company’s squeeze pages.
#5 Social Proof
Robert Cialdini is a professor of psychology and marketing at Arizona State University.
He had spent three years working undercover at used car dealerships, telemarketing companies, and fundraising organizations. Why?
Because Cialdini wanted to see how persuasion works in “real life”.
He then compiled what he had learned into six principles of influence and covered them in his best-selling book “Influence”.
One of those principles was social proof: when we are unsure of what to do, we look at what others do. But what does this have to do with squeeze pages?
When someone visits your squeeze page, they might be unsure of whether or not they should give you their email address. It’s your job to persuade them to do it.
But they know that you are biased when it comes to your own lead magnet. Of course you will say that it’s amazing. Don’t ask a barber if you need a haircut, right?
That’s why demonstrating that other people have a high opinion of you or have benefited from your lead magnet is so valuable.
You can provide social proof in various ways:
- “As Seen On” media badges of media companies that have featured you or your business.
- Testimonials from people who have benefited from your lead magnet. The more well-known person is, the better. That being said, any testimonial is better than no testimonial at all (provided that it doesn’t look fake).
- Relevant credentials, achievements, and numbers. You can also mention credentials such as a doctoral degree, achievements such as being a NYT best-selling author, and numbers such as the size of your email list or how much traffic your website is getting. Note that these have to be at least somewhat impressive. Otherwise, it might look silly (e.g. no need to brag about your 24 email subscribers, wait until it’s at least 5,000).
Another one of Matthew Hussey’s lead magnets is a free guide with 9 texts that you can copy-paste when texting the guy you like.
See how he displays media badges at the bottom of the page that make him look more credible in the eyes of his potential customers?
Note how the first badge is that of the “Cosmopolitan” magazine. Matthew’s target audience is women, so displaying the badge of the most popular women’s magazine in the world makes sense.
How To Take Your Squeeze Page to the Next Level (Social Squeeze Page)
Brian Dean is the founder of Backlinko and one of the top SEO experts in the world.
Back in 2014 he used an innovative approach to squeeze pages to create one that converted at 21.7%. How did he achieve this insane conversion rate?
- He created a video on a topic that was relevant to his potential customers. It was a case study called “How to Rank For Any Keyword (This is The Exact 1-2 Punch I Used to Rank #5 For ‘Backlinks)”.
- He embedded this video on his squeeze page. People didn’t need to provide their email addresses to get access to it, they could simply click “Play” and watch it. The opt-in form was right below the video.
- He added social media sharing buttons and a comment section to the squeeze page (hence the name “social squeeze page”).
Because the video provided genuine value people were more likely to subscribe to Brian’s newsletter and share the squeeze page on social media.
Here’s a video in which he explains how you can use this approach to grow your email list:
Your Lead Magnet Is What Makes or Breaks Your Squeeze Page!
There are three things that you need to pay attention to when you are building a squeeze page:
- The offer.
- The copy.
- The design.
Each of these three things is important but the offer aka the lead magnet is the foundation on which the squeeze page is built.
You see, if your lead magnet is super valuable, then the odds are that your squeeze page will convert well even if its copy and its design aren’t perfect.
However, if your lead magnet isn’t valuable, then copywriting and web design skills won’t be enough to “sell” it.
As we have explained on Instagram:
People ARE NOT going to give you their contact information unless you give them something super valuable in return.
This seems obvious yet countless online entrepreneurs overlook this simple truth, then wonder why their lead generation landing pages aren’t converting.
So if you want to build a squeeze page that converts, go the extra mile with your lead magnet.
Create something that people would happily pay for should you ever decide to charge for it. It has to be that good.
Standalone Squeeze Pages vs. Pop-up Squeeze Pages
Squeeze pages can be displayed as standalone pages and as pop-ups. Both approaches can work well.
You can also combine the two by adding an exit-intent pop-up to a standalone squeeze page.
This might seem aggressive but the potential customer has already decided to leave the page, so you don’t have anything to lose at that point.
You might as well make one last-ditch attempt to get their email address.
Brian Dean has this standalone squeeze page on his website Backlinko:
But that’s not all.
When you try to close the page, you are shown this exit-intent pop-up which might persuade you to subscribe to the newsletter:
How To Drive Traffic to Your Squeeze Page
Once you have your squeeze page, it’s time to start driving traffic to it.
Here are three ways to do that:
Paid ads, such as Facebook ads, Instagram ads, and Google ads, are the most straightforward way to drive traffic to your squeeze page.
It might take a while to figure out how to create profitable paid advertising campaigns but once you do you will be able to send traffic to your squeeze page whenever you want.
Paid advertising is also the fastest way to get your lead magnet in front of your potential customers so you can use it to test various offers to see which one resonates with your target audience the most.
Promoting your lead magnet on social media can work well if you have a sizable, engaged following.
Of course, you need to make sure that you are always providing value, even in the posts where you are encouraging your followers to download your lead magnet.
You can do so by sharing a helpful tip that is relevant to the problem that your lead magnet solves, then telling people that if they want to learn more, they should check out your lead magnet.
That way, even those who aren’t interested in your lead magnet will get some value out of your post.
YouTube is another great place to promote your lead magnet.
You can do so by:
- Featuring a link to your squeeze page on your YouTube homepage.
- Adding a link to your squeeze page to your video descriptions.
- Mentioning your lead magnet in your videos when they are relevant to the topic that you are discussing.
It’s probably safe to say that most YouTubers who have lead magnets don’t promote them enough. There’s a lot of potential there, especially if you have a popular channel!
Be Proactive About Promoting Your Lead Magnet!
You can’t just put up your squeeze page and then sit back and wait for your dream customers to give you their email addresses.
Guess what? Those dream customers don’t even know that your lead magnet exists! That’s why you need to get out there and promote it relentlessly.
Entrepreneurs often hold back from doing that because they are afraid of coming across as too salesy. That is a huge mistake.
If you have followed our advice and created a super valuable lead magnet, then there’s no reason for you to hold back when promoting it.
In fact, doing so would deprive people of the value that they could get out of your lead magnet, so from that perspective you are actually hurting your dream customers by not promoting your free offer as much as you can.
So stop holding back and start being proactive about promoting your lead magnet. Get it in front of your dream customers.
What Should You Do if Your Squeeze Page Is Not Converting?
Okay, so you have created a lead magnet, you have built a squeeze page, you have started driving traffic to it… But the page isn’t converting! What could be the problem?
Our co-founder Russel Brunson has vast experience when it comes to landing pages: not only he has used them to grow his own businesses but he has also helped other people to do the same.
Once someone asked him:
“I’m not getting leads… What’s the secret to high-converting landing pages?”
Russel said that there were two key things that you need to keep in mind when it comes to landing pages:
- Simplicity. People often add a ton of bells and whistles to their landing pages in an attempt to impress their potential customers. However, these superfluous elements actually confuse people and drive them away. You want your landing page to be simple.
- Curiosity. It might seem counterintuitive but the copy of your landing page shouldn’t explain exactly what people are going to get if they sign up. Instead, you want to give away just enough to pique the potential customer’s curiosity, so that they would feel compelled to learn more.
Here’s how he explained it:
So if your squeeze page isn’t converting, take a closer look at it and ask yourself two questions:
- Is this page simple enough?
- Does this page make people curious?
It is likely that one or both of these things are off. If that’s the case, focus on fixing them and see if your conversion rate improves.
Squeeze pages can help you convert potential customers into leads.
But generating leads is not enough. You need to convert them into paying customers and then into repeat customers. And that’s what sales funnels are all about.
Our co-founder, Russel Brunson, used sales funnels to grow ClickFunnels from zero to $100 million in annual revenue in just three years.
Want him to show you how you can apply those same principles to your business?
Check out our 5 Day Challenge.
You will learn how to:
- Generate unlimited leads.
- Create your first lead magnet.
- Build your first sales funnel.
- Create a simple 6-email follow-up sequence.
- And launch your funnel!
…in just five days.
So don’t hesitate.