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Businesses frequently use the names “landing page” and “squeeze page” interchangeably, but actually, they are very different types of web pages with different purposes.
Some call any web page a landing page, but this isn’t correct. Web pages can be about the company, a list of services, or an archive of press releases or newsletters. They each have a specific purpose but are not a landing page.
Another name for “landing page”
Sometimes a landing page is called a “sales page” because that is its true purpose. Once a visitor is directed to a landing page, the goal is to get them to buy something. Typically, there are few design elements to a landing page because you don’t want to distract the reader from the goal.
You probably have seen such a page. Characteristics include: long copy (hence the name, “long sales letter,” “long form,” or “long copy”), the use of strong, emotional headlines and sub-headlines, testimonials, and guarantees. Sometimes there may be a few images on the page, but they exist ONLY to support the claims of the product or service and demonstrate its value.
Landing pages are used to sell information products such as eBooks and training programs, but I’ve also seen them used to sell conference tickets, hard copy books, exercise equipment, health supplements, and more.
You use a landing page if you want the page to make a sale. That landing page is in essence, your “online salesperson.” The copywriter provides persuasive copy that will hook your prospect, inform them, overcome any objections to buying, and create a sense of urgency.
An example: my landing page
Squeeze pages are your best bet if…
… you just want to collect information.
Squeeze pages are simpler and serve a very important purpose. You are “squeezing” your visitor for information. Use squeeze pages to obtain the name and email address of your web visitor. This is when you have an opt-in form on the page and the sole purpose of the copy is to get your visitor to fill out that form.
Use squeeze pages to either sign up your visitor for a newsletter or receive a free downloadable product, such as an eBook or white paper. They are excellent devices to get a person’s email address, which in turn can help greatly with lead generation efforts.
Having a separate squeeze page apart from just having an opt-in form on your home page allows you to entice your reader with the benefits of signing up for your offer.
Instead of “Sign up today for my free report!” in an opt-in form box, you can identify the benefits of getting the report or subscribing to a newsletter.
Squeeze page copy isn’t long. It can be between 150 – 450 words. The requirement of a squeeze page is that it briefly identifies the benefits and has at least one strong call to action sentence.
An example: my squeeze page
My opinion is that every business should have a squeeze page. You want people to share their email address with you so you can follow up with them and provide value, which in turn will prove to them that your business is worth investing in. Use a landing page when you want to sell a specific item straight from that page.
Questions? Let me know. And make sure to test the copy on your pages to see what works and what doesn’t. Happy hunting!
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