You’ve probably heard about squeeze pages. Everyone wants one, everyone wants a good one, and everyone knows they are really important for collecting emails and email marketing. But what are they really and how can you make them? This article will explain how to make a squeeze page, with a few different options depending on your budget and skills. I’ll also throw in some tips for maximizing conversions. Let’s go!
A squeeze page is a simple web page designed with one purpose and one purpose only: to get an email address off someone. That’s it. It isn’t supposed to sell products, it isn’t supposed to build trust or authority, it isn’t supposed to get ranked in search engines. It just get (“squeezes”) an email address out of someone.
Squeeze pages are one type of “landing page”, which is just a page that someone might arrive at when they come to your website.
There are roughly two types of squeeze pages. I call them Squeeze to Magnet and Squeeze to Reveal.
Squeeze to Magnet is a very common one and what most people think of when they think of a squeeze page. These work by offering some kind of free resource (a short ebook, a checklist, and so on), in exchange for an email address. “Tell us where to send your free guide!”.
The resource being offered is known as a “lead magnet” (which is why I call this type Squeeze to Magnet). It is usually a file of some kind, though is not always. For example, some people use a four or five day email course on a subject as a lead magnet.
Once the user puts in their email address, they are usually taken to a Thankyou page, while the resource is emailed to them.
Some people give the resource away on a Thankyou page, but I don’t think that is a good idea. For starters, you want to get people in the habit of opening and reading emails from you. They might even whitelist you. This will improve open rates and deliverability.
Also, if people are just going to get the resource anyway, they can put in any rubbish email address. You want them to put in a real one, so send the magnet to them over email to enforce that.
The other type is Squeeze to Reveal. This is popular with people doing solo ads. Basically, you offer to show people a page (usually by mentioning they will get access to a “secret”, a “free video” or a “method) in exchange for an email address.
And the page is usually a sales page. So the solo ad buyer is not only collecting emails, but hoping that they might make a couple of sales on the front-end too. Which might recoup their up-front cost for the solo ad.
The problem with Squeeze to Reveal is that the person isn’t getting emailed anything, so can put in any fake or made-up email address. So your list quality is going to be lower.
To make a squeeze page on WordPress, you will need some kind of a plugin. The basic WordPress editor will not work, because by default it will put in your blog navigation, header, footer, and so on. And you don’t want any of that.
A squeeze page isn’t really even supposed to look like it is part of your website. You don’t want any distractions or exits whatsoever. The only thing to do on that page is to put in an email address. If you give them any other options, you’re doing it wrong.
So you will need a plugin that can hide all the other parts of your website – and you’ll also need to to add form elements and hook it up to your auto-responder.
There are a bunch of WordPress plugins that can do this, but I use Thrive Themes, so that’s what I’ll be using as an example. Thrive Themes costs money but it can do about a thousand things and a squeeze page is just one of them.
To make a squeeze page, go to your WordPress admin, and you want to go to Pages (not Posts), and click Add New. Give it a sensible name (it doesn’t matter too much though, this thing will probably never have a decent ranking in Google). Save it as a draft. Then if you’re using Thrive, I would click Launch Thrive Architect.
If you’re using some different plugin, there might be something else you would have to do instead.
Now you want to turn this into a completely blank page, i.e. no page header or navigation or logo or anything. To do that, you need to choose a Landing Page Template. So you choose Change Template, and pick one of the many landing page templates Thrive Themes has.
Once you’ve done that, all the other parts of your site should be gone, and you can build your page.
You can now add headings, text, links, whatever you like. And edit them just as you would with Thrive Architect. But the most important part of a squeeze page is the form elements – where you ask for people’s information.
I like to keep things to a bare minimum and only ask for an email address. Using someone’s actual name in a subject line can slightly increase open rate, but it decreases opt-in rate, so I don’t feel it’s worth it.
To make sure I can see my opt-in metrics in the Thrive Leads dashboard, I actually create the form elements separately as a PHP shortcode, then drop the shortcode onto the landing page. I talked about that in a bit more detail here.
But however you do it, you basically want some text, an email field, and a button. These are your form elements. And you want to then link them to your auto-responder, so you can add them to your list.
You do already have an auto-responder, right? This obviously won’t work without one. If you don’t already have one, I recommend you check out GetResponse – it’s what I use and it’s great.
You’ll also need to have already set up a list in your auto-responder. Don’t worry if it doesn’t have any people or any emails set up or anything. You can do all that later. It just needs to be created so you can link your form to it.
In Thrive Architect, click on the form elements and click Connect Form to Service. If you’ve linked a form to your auto-responder before, it will be quick and easy. If this is your first time, you might have to put in your API key (which you can get from GetResponse).
Then there is a very simple wizard where you choose the form elements (again I recommend just email, but you might want to do name as well), the list you want to put people onto, and what happens when they join.
The options here are Reload page (don’t do this), Success Notification (this is ok but not ideal), and Redirect to Custom URL. This is the best option, and is basically where you take people to a Thank-you page.
That is a topic in and of itself so I’ll leave that for now.
Anyway, save and publish your work, and you have now created a squeeze page in WordPress! The next step would be to go to your auto-responder and configure the list to send the welcome email to new subscribers, with the link to the lead magnet (if you were doing Squeeze to Magnet).
If you don’t have a WordPress site, you can use a page builder or a funnel builder to make a simple squeeze page. The most popular page builder is probably Lead Pages, and the most popular funnel builders are Clickfunnels and BuilderAll.
Page builders just let you create simple pages like a landing page or squeeze page. Funnel builders are more advanced and let you create full sales funnels, or even entire websites.
I use BuilderAll because it has pretty much all the features of the advanced Clickfunnels tool, but only costs half as much! ($50 per month instead of $97 per month).
In BuilderAll, you can create a Squeeze Page by going to the main dashboard and choosing Builders and then New Website. From the Sales Funnels templates, you pick Squeeze Page Funnel. Then click Edit on the template that appears.
The BuilderAll editor is pretty easy to use and similar to Thrive Architect. You can drag and drop elements, configure and style them, and so on. I’ll do an article explaining this in more detail in the future.
The main trick to know here though is how to link BuilderAll to your GetResponse list. It’s actually a bit weird. You have to create a dummy email form in GetResponse (it doesn’t matter what it says or how it looks), link it to your GetResponse list, and publish it. Then you go to you GetResponse dashboard and get the URL.
Then in BuilderAll, you right-click on the email form fields, and click Configure. Then choose GetResponse, and in the dialog that appears, put in the URL of the dummy form you made in GetResponse.
You can also make squeeze pages with GetResponse! How cool is that?! If you’re already using it anyway as an auto-responder, then this could save you $50 a month on BuilderAll. That being said, it is a bit limited in its features. But it could be a good cheap option for starting out.
To do this, just choose Landing Pages from the GetResponse dashboard. Then you pick a template, and start editing with their drag and drop editor. It’s a pretty self-explanatory process.
There are some simple tips to increase your conversions on squeeze pages.
80% of people don’t read past the headline. So make it count! Make it short, powerful and directly related to the offer. Use capital letters for the first letter in all the words except the stop words (the, a, in, etc).
As I’ve mentioned, every extra step or bit of information collected reduces opt-in rates. I just collect email and nothing else. I don’t think it’s worth doing Name, and asking for people’s address or phone number is going to turn a lot of people away.
This is not the same as Double Opt-in (which means people have to click a link in a confirm email to join your list). Two-Step Opt-in means the form initially displays with no fields, just a button (“Get Access”) or something. If they click the button, the email field appears.
This generally increases opt-in rates (not by a huge amount but a reasonable amount). It’s because people don’t see any “friction” in getting access to the resource – it looks like they can just get it by clicking a button.
By the time they’ve done that and the email field appears, they have already psychologically decided that they want this resource and are taking steps to get it. So people are more likely to think “oh fine, I guess I can put in my email to get this thing”. Sneaky.
Button text is important. You can and should A/B test this (see below). But whatever you do, don’t use the dreaded “Submit” that a lot of people use (or is set as a default). It’s a weird word and doesn’t have good connotations. “Get access”, “Get instant access” and “Continue” are popular options.
Run A/B tests on your squeeze pages, all the time. Run tests over and over but only test on thing at a time. A/B testing is a big field and deserves an article all on its own.
I hope you found this article helpful, and hopefully you can see that building a squeeze page is not some mysterious difficult thing. It can be simple and quick, and there are a few good options to get you started! If you have any questions about squeeze pages, please leave them in the comments!