13 Steps for Putting a Squeeze on Potential Clients
It’s one thing to get a visitor to your website—and another to convert them to a client. For the longest time, the goal was simply to lure a potential client to your homepage through a link embedded in an ad, or maybe from a Facebook page, in the hope that they would fill out a form and give you their much-coveted email address.
While the goal is still the same today, the approach for capturing customer contact information has become more sophisticated and nuanced.
The squeeze page is designed to be a unique landing page, tailored to present different offers based on a customer’s interests or where they are in the sales process. Multiple landing pages can increase conversions significantly when done well.
In fact, inbound marketing experts HubSpot, “found that businesses with 31 to 40 landing pages generated 7 times more leads than businesses with only 1 to 5 landing pages. And the numbers get even more impressive: businesses with over 40 landing pages generated a whopping 12 times more leads than those with only 1 to 5 landing pages.”
Here are some of the ingredients you’ll need to keep in mind as you whip-up successful squeeze pages:
- Audience: Identify the customers you’re trying to reach. Go beyond basic personas to reach potential clients at different points in the sales cycle and/or based on their role as an influencer in the buying process. Develop personalized offers for each particular group.
- The Goal: Establish clear goals for each squeeze page you create and identify customer entry points.
- The Squeeze: Keep the page clean and easy on the eye.
- The Navigation: Design a clear and simple navigation path and a form with no links that would take the user elsewhere.
- The Message: Keep the message clear, short, sweet, and simple.
- Be Channel-Friendly: Have both a desktop and mobile version.
- Optimize for Speed: No one wants to wait.
- Strong CTA: Strengthen your call-to-action by restating the offer. Make sure the language you’re using is consistent with the language used on the pay-per-click page.
- The Offer: Provide quality downloadable content.
- Restate the offer and add a brief subhead if more detail is necessary or warranted for clarity.
- Make submit buttons obvious and avoid labeling “submit” in favor of “get your special offer now” or “click here to receive…”
- Don’t use your squeeze page to talk about other aspects of your business.
- Content: Depending on the particular squeeze page, offer content in a variety of forms including eBooks, surveys, or white papers. Or sign them up for a human interaction in the form of a webinar, or ongoing courses.
- The Info: Don’t ask for any more information than you need or you may discourage the user.
- Share: Have a share button to leverage social media and email sharing.
- Say Thanks: Once they’ve clicked, always thank the user for their time and information.