Last Updated on April 15, 2022 by andrewtk
Landing pages, squeeze pages, splash pages, sales pages, home pages, website pages…
…jeez Louise! When, exactly, did it all get so complicated?
Well, I don't exactly know, but let's start trying to untangle this mess.
Not all at once though!
Let's take a few minutes, right now, looking at the differences between a landing page vs squeeze page.
See if we can clear up exactly where and when you should be using each one.
Let's get started!..
- What Is a Landing Page?
- What Is a Squeeze Page?
- What's The Difference Between a Landing Page & a Squeeze Page?
- Do Landing Pages & Squeeze Pages Work?
- How To Build An Effective Squeeze Page
- Wrapping It Up!
What Is a Landing Page?
A landing page is different a normal website page. Check out this Landing Page vs Website post to see exactly how.
But landing pages and sales pages are in fact, one and the same thing.
And they tend to meet the following criteria:
- They are highly targeted towards a specific audience
- They are totally focused on one service/product
- They are free of distractions, such as menus and links
- They have a clear and definite conversion goal and corresponding CTA's
- The sales copy is often long-copy
A landing page is totally focused on getting the conversion.
And their conversion goal could be just about anything, such as:
- Make a purchase
- Make a booking
- Subscribe to an email list
- Leave a comment
- Download an eBook
And this is just a few examples.
Your conversion goal can be just about whatever you want it to be.
What Is a Squeeze Page?
A squeeze page is used to collect email addresses from visitors.
So it is like a landing page in that it has a clear conversion goal and CTA's…
…but its conversion goal is always, and only ever, about getting email addresses.
Squeeze pages tend to be a lot shorter than your average landing page, usually presenting just enough copy to enable your visitor to make a decision.
They get their fairly un-appealing name from the fact that the best squeeze pages attempt to persuade visitors to hand over their email addresses by offering something in return, such as:
- Access to a discounted offer
- Access to a premium offer
- Access to valued content
- Lifting of a content restriction
Try to gently squeeze people into handing over their emails addresses.
If you throttle them into it, they'll only end up unsubscribing from your mailing list a couple of weeks later
And of course, you have to deliver on whatever it is you promised, or you'll be getting unsubscribes, plus complaints.
What's The Difference Between a Landing Page & a Squeeze Page?
So to quickly recap where we've got in our landing page vs squeeze page chat…
A squeeze page is a type of landing page, albeit one that has the sole purpose of capturing visitor email addresses.
Landing pages and squeeze pages are similar in the following areas:
- Both are stripped of all possible distractions
- Both are highly targeted towards a specific audience
- Both have a single well defined conversion goal
And they are different in the following areas:
- Squeeze pages are only focused on email address capture
- Squeeze pages are shorter and more concise
So comparing landing pages vs squeeze pages, you can see that they actually have more similarities than differences.
But, their relatively few differences are also key differences in the world of marketing.
Do Landing Pages & Squeeze Pages Work?
To generalise outrageously; yes, they both work.
That is to say; well designed, properly targeted, cleverly written landing pages and squeeze pages work.
Poorly constructed ones don't work at all, and probably have a negative effect.
But assuming that if you're going to do it, you're going to do it right, yes absolutely, using squeeze pages and/or landing pages will improve your conversion rates nicely.
It has been proved many times over, and over many years of direct marketing, well before the dawn of the internet…
…that well written sales copy, that is totally focused on getting the reader to complete one conversion goal, stripped of as many distractions as possible…
…produces a marked increase in conversion rates.
How To Build An Effective Squeeze Page
How do you go about building a high-converting squeeze page?
What content should be on your squeeze page?
How much copy?
What design elements?
Here are 7 common best practices for building squeeze pages:
#1: Target the Right Audience
You have to get this part right.
If you don't, nothing else really matters.
‘Coz you'll just be squeezing the wrong people!
People who just don't care about what you have to offer.
You can create the best squeeze page ever, with the best lead magnet the world ever saw…
…but you won't score many email addresses.
So put the time in to learn as much as you can about who your perfect target audience is, and where they hang out online.
#2: A Powerful Lead Magnet
The very next thing you should do is create a powerful, enticing lead magnet.
You’re asking people to give you their email address, so you have to offer something of value to them.
These are a few of the some of the most common lead magnets you'll se being used on other people squeeze pages:
- Access to a regular newsletter
- Entry into a contest
- A discount or coupon
- A printable checklist, report, or white papers
- Access to a short free course
- Access to a relevant ‘done-for-you' list
- A template, worksheet, or online tool
Keep your target audience at the front of your mind when building your lead magnet, think about what they want and need.
Make your lead magnet something they will find genuinely useful.
#3: Clearly Illustrate the Benefits
Because visitors to your squeeze page won't have access to your lead magnet until they've handed over their email address…
…you have to do a great job of showcasing its value, all within your squeeze page.
Describe as vividly as possible exactly what they'll be getting in exchange for their email address.
Show how your lead magnet works, what is does, how easy it is to use, how much easier it'll make their lives.
Don't fall into the average copywriters trap of endlessly showcasing features.
Make sure to showcase benefits.
Features get people to nod their heads in acknowledgement…
…benefits get people to smash that CTA button!
Always think; features to benefits, features to benefits, features to benefits.
#4: Provide Social Proof
A lot of people don't bother with social proof on their squeeze pages.
There is a tendency to think that it's something that can be missed because squeeze pages should be short and punchy.
But without doubt, testimonials and star reviews are important to have on your squeeze page.
Because to get someone to part with their precious email address, you have to build trust, and you have to do it quickly.
If you don't have any customer testimonials, give your lead magnet away to a few people and ask them if they would be happy to write a few words about what they think.
#5: Keep It Brief
It's easy to get carried away and start chucking everything at your squeeze page that you would a landing page.
Long squeeze pages do sometimes work, but mostly they don't.
So try to keep your page relatively short and punchy.
The best squeeze pages have a compelling headline, some powerful, pithy copy, a few testimonials, and a form to capture email addresses.
And that's about it!
#6: Clear & Obvious CTA's
Just one last thing…
Make sure that every call-to-action button cannot be missed.
Do not be shy, or all of your previous good work will be wasted. Potential customers gone for ever!
Make every CTA clear and obvious!
#7. Use a Dedicated Page Builder
Okay, it's not essential to use a dedicated landing/squeeze/splash page builder, because it is possible to build all types of landing pages manually.
But do you have the time?..
…and will the final look and feel be exactly what you were looking for?
I used to try and create my own landing pages manually, but I could never get them exactly as I wanted them, and it was costing me way too much time.
And when I finally started using a landing page builder, I realised I'd also been missing out on a lot of conversions.
These days, I pretty much exclusively use Instapage for all of my landing page and squeeze page building.
But for an long time I was using both Instapage and Unbounce across different sites.
There are plenty of other high-quality landing page builders out there if you decide on this route.
Wrapping It Up!
Well that's just about it.
Landing pages vs squeeze pages…a lot of similarities, but a few notable differences.
Do not kid yourself that a standard website page will suffice when you have a clear, single conversion goal in mind.
If done properly, your marketing campaigns will benefit hugely from using dedicated landing and squeeze pages.
Your sales funnels will have never been so alive!
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