What exactly is a “squeeze page”?
Funny sounding term, I know. But a squeeze page is serious business. If you sell products or services directly through your website, a squeeze page could make a huge improvement in sales.
A squeeze page is a web page that asks visitors to “opt-in” to some kind of list before they can proceed with the navigation of your website. Typically, it presents the visitor with a short form to fill out on-screen in order to subscribe to something – a free newsletter by e-mail, for example.
OK, so what’s the point? That by giving away free newsletters by e-mail, you look like a nice guy?
Looking like a nice guy never hurts. But this is about maintaining contact.
Very few visitors to your website will make a decision to buy something the first time they come. They might look around and gather information, but most people will buy on a subsequent visit, after they’ve had time to make a decision.
You might worry they’ll never come back. Maybe one of your competitors will win them over in the meantime.
That’s where a squeeze page comes in handy.
When a visitor transmits their contact information to you via squeeze page, you immediately have a way to stay top-of-mind. You can then tailor marketing materials to “touch” that prospect again in the not-too-distant future, reminding them of your existence and why they need your products or services. That person is no longer completely anonymous and “lost” – they are still a potential client or customer.
But a squeeze page isn’t something you want popping up every time someone comes to your home page. Sometimes a visitor to your website simply wants quick information, like your phone number, and doesn’t want the hassle of filling out a form before he can get what he’s looking for. You could frustrate even your current clients that way.
So how do you use a squeeze page?
A squeeze page is a special destination. People are directed to it through advertising.
For example, I advertise using Google AdWords. I have an ad that reads:
Tax Consultants in NJ
New Jersey’s Expert Tax Consultant
Reduce Tax by 62%. Contact Us Now!
Did you notice the web address provided in the ad?
If you wanted to go to my firm’s web site, you would type into your browser:
But we set up a slightly different address for our ad, which includes the term “freecd”, do you see that?
The address http://www.omargroupcpa.com/freecd leads to our squeeze page.
Someone reading my ad will click the link and be taken directly to my squeeze page. Once there, they’ll find my friendly offer. I offer to send them a free CD containing a special report, “How to Legally Slash 62% OFF Your Tax Bill and Keep More of Your Profits FOR FREE”. In order to get it, they need to fill out a form with their address and other contact information.
The prospect receives genuinely valuable information, and I can continue to stay in touch, sending them marketing materials, tax tips, even a birthday card if they share the date on the form.
But here’s an important thing to remember: never use the squeeze page to sell anything. It should only be used to prompt visitors to share their information in exchange for something that’s free. If you break this rule, your conversion rate will drop significantly.
If you sell products or services directly through your firm’s website, try pairing a squeeze page with an advertising campaign. It’s a smart strategy that allows you to have contact with your prospects while taking some of the chill off of cold-calling.
What valuable item or information will you offer for free on your firm’s squeeze page?
Learn even more about growing and strengthening your practice! Check out my book The Ultimate CPA Practice in the New Economy: 10 Secrets to Attract More Clients, Boost Profits and Live Your Ideal Lifestyle.