Posted by: Kristen Beireis, Trust Marketing Expert

registrationformHow many times have you heard someone say you need a squeeze page for your freebie or newsletter?  Have you heard that a squeeze page gets results and will increase your registrations?  Me too.  I’m getting tired of people promoting the squeeze page without giving any sort of definition as to what a “squeeze” page really is and some guidelines as to how to make them effective.  So, I’m putting them out there myself and including the trust-building techniques that I know to be most effective here.   Yes, I’m aware that many marketing gurus will disagree with it too.  If squeeze pages are effective, imagine how much more effective they’ll be once you add in some trust-building elements!

First, I want to share a story.  If you have internet savvy clients who see squeeze pages frequently, then read carefully…they’re likely to react the same way I do.

I was walking along on my internet journey one day and was spending some time in one of my favorite online spaces; Facebook.  I was catching up with some friends and one of those ads in the right-hand column caught my eye.  Now, I’m not typically a sucker for such tactics, I know what those ads are and I know they all want me to buy something.  However, I found the title and topic concept interesting so I couldn’t resist.  It was the ONE this month that tickled my fancy.  I was actually fascinated enough clicked through to see what was on the other side.  When I got to the page, there was the same title I saw in the Ad, with the same logo…great!  Consistency.  Love it!  The only other thing on the page was a subscription form and a note asking me to register.  Um, what exactly am I registering for?  All I had was a concept.  No clue what they were offering.  Usually those ads come from someone I know, but there was nothing identifying WHO was offering this subscription either.  My spam alarm was going off like crazy!!  No thanks!  Click!  I was outta there in less than 15 seconds.  Not good for their stats.

Would your spam alarm have gone off on a page with a logo you’d never seen before and a subscription form asking you to register with NO other information?  I’m guessing you’re savvy enough to click away too.  Hmm…I wonder how many others did just that.

Okay, okay, so I’m skeptical and don’t freely give away my e-mail address just to find out what’s behind the squeeze page.  Okay, not everyone is as skeptical as I am.   Maybe they aren’t skeptical enough to click away, but I’m betting they have a little inkling that something feels fishy.  I’ll bet that little feeling is in their brains while they decide whether to move forward with the person offering this new concept.  I’ll also bet that little nagging feeling will keep them from purchasing anything or (at the bare minimum) will hold them off a lot longer than it would if they hadn’t experienced that squeeze page.

In this day and age of internet marketing, potential clients are getting smarter.  Many have actually heard about squeeze pages or have seen them a hundred times.  You can’t just throw up a page and ask people to provide their name and e-mail anymore.  People are wise.  They already get enough things in their inbox they don’t want.  So, why should they give their address out to anyone else?

5 Simple ways to avoid looking like a spammer!

As a coach, it’s important that you build trust right away from the very first contact.  Breeding an air of trust (vs. a concern of spam) will grow your business.  So, here are some tips to keep you  on the right track when creating a squeeze page.

  1. Put a link back to your main website SOMEWHERE on the page.  Even if it’s just tiny little letters linked at the bottom of the page.  Make sure it opens in a new window when they click through.  This will give them the option to learn more about you before they register.
  2. Use similar branding. Even if you have a whole new brand for this particular venture, create branding that matches your main brand.  Use the same colors and/or graphics but change the text.  Use the same font and font colors on your squeeze page as you do on your main website.  If you have a branded form that you use regularly on your website, use a form that looks similar.
  3. Add SOME text to the page. At least give them a reason to register, besides finding out what’s on the other side.  Give them at least one way their lives will be different if they register.  Or give them a few benefits to explain why they should give you their name and e-mail address.  At a bare minimum tell them what they are signing up for.  Is it a report?  A tele-seminar?  A list to get more information?  Why should they give you their address when they have way to many people they’ve already given it out to?This is a squeeze page, so you can be short.  The very definition of a squeeze page is short.  It’s not the sales page…it’s the teaser.  So tease, but do it with invitation and information.
  4. Add your picture. If you are coach, a picture says 1000 words.  If you are a known coach, put your name with it.  By all means, this is an easy way to get people to be willing to give you their name and e-mail address.  If they already know you, then it’s an easy decision.  If you look friendly, it’s an easy decision as well.  Make it easy on them, show them who they get to know by providing their information.
  5. Provide a disclaimer. No matter where your form is…if this is true…add a little sentence at the bottom that assures your subscribers you will not share or sell their information without their explicit permission.  This is HUGE!  Especially since people keep getting subscribed to lists automatically these days.  Assuring them that they will only be subscribed to your information is a great way to ease their fears.

Follow these simple rules and you will immediately instill trust in your subscribers and potential clients.  This will speed up their purchase process and get people more interested in what you have to offer.  As I find myself saying more and more…It’s simple.  You just have to know where to look.  So now you know where to look on your squeeze pages.

What are your thoughts on the art of creating a squeeze page?  Do you or will you be using these concepts?

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

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