The least you need to know about SQUEEZE PAGES
We’ve been spending a lot of time talking about the content side of a website that works. First we explored the basics of copywriting. Last time we delved into split testing. And today, we’re dissecting squeeze pages. Why are we going through all of this stuff when you’re just an author who wants to sell books? Can’t you just sell your books on Amazon? You betcha. But how many books do you want to sell? Even if you have a big push for your launch and hit best-seller status on Amazon, it takes selling about a dozen books a day to remain in the Online Book Behemoth’s top 100. And Amazon works just like a search engine – the titles with the most demand get the highest rankings. So do you really want to rely on Amazon – with its 30 MILLION other titles – as your sole sales machine?
Selling from your own website makes sense because you can target your niche audience, and this is the stuff that will make your website work. Without these pieces to the puzzle, you may make some online sales, but you’re never going to stand out in a very crowded field. Do you need to implement all of it? Of course not. But there may be a time when it will be useful for you to know – or understand how to hire someone who knows – how a successful website is put together.
Onto the squeeze pages!
We talked in a previous post about the importance of capturing e-mail addresses from your visitors. Well, that is pretty much the only goal of a squeeze page. We’ve all been there. You see a promotion that interests you and click on a link that takes you to a landing page. This page generally displays sales copy that is a continuation of the information in the advertisement or link that first grabbed your attention. Landing pages are secondary pages, but carry the same (if not better) potential to rank in the search engines as the home pages do.
Almost anybody can build a simple landing page, but it’s what you do with the page is that matters. If your goal is to sell books (or other products/services), a squeeze page – also known as an opt-in page or a lead capture page – can be pretty useful. A squeeze page is a simple landing page that asks a visitor for their name, email address, and potentially other information, in exchange for a free report or other item. In the case of an author, a sample chapter is an ideal offering. When the visitor clicks the submit button, their information is automatically stored so that the site owner can collect that data and use it for future marketing purposes.
You may think that squeeze pages are annoying or bothersome, but it can be a big mistake to skip using them. How else will you collect your visitors’ names so you can let them know about your upcoming signings, speaking gigs, and the release of your next book?
Remember, your squeeze page must have 4 items:
- A captivating headline
- Engaging copy
- A capture box
- An irresistible offer
Here’s some great advice from PersonalTrainerWebsiteDesign.com:
Most people think that flashy colors, tons of images and all sorts of banners are key to success. More often than not… they are the key to failure. When you are developing your fitness website squeeze pages, keep a few things in mind:
- Keep the riff-raff to zero. Include only what’s absolutely necessary to get someone to give you their name and email address.
- Use the power of video.
- Keep the form on the initial opt in page short.
- Your font should be san-serif and large enough for easy reading.
- Limit text to only a few lines or bullet points.
Check out Codrut Turcanu’s blog for his 13 Best Squeeze Page Examples.
- Stupid Simple Squeeze Page.
- Header Squeeze Page
- Video Squeeze Page
- Audio Squeeze Page
- Graphic Squeeze Page
- Random Draw Squeeze Page
- Try-It-Free Squeeze Page
- Blog Integrated Squeeze Page
- Discount Squeeze Page
- Newsletter Squeeze Page
- Sales Letter Squeeze Page
- eCourse Squeeze Page
- eBook Offer Squeeze Page
Again, you don’t need to master all of this yourself, but this is invaluable information when it comes time to getting your website off the ground. Even if you’re an author with just one book to sell, these techniques can help you create a successful Internet marketing strategy … especially if there will one day be a second book or other ancillary products.
Download your complimentary copy of the highly useful Website Design & Marketing worksheet from Write | Market | Design.
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Tuesday, Oct. 18 – An autoresponder campaign will keep your call to action from getting lost