Market and Investment

A squeeze page is a landing page used by online businesses or internet marketers to invite visitors to sign in to access further information or products. In essence, the visitor is granted access to another webpage in exchange for his contact details, and by this process becomes an official ‘lead’.

There is an art to converting visitors to leads, and using a video on your squeeze page has statistically shown to increase conversation rates. The page design and written content will also influence your visitor’s response, but a video offers 2 additional benefits: 1. It attract and maintain the attention of your visitor (makes your website ’sticky’) and 2. It builds trust, shows your character and that you are a genuine person.

Here are some recommendations on what to say in your squeeze page video to enable your visitors to connect with you and generate leads:

1. Show your visitor that he is at the right place by addressing their situation or need. In order to be able to do this, you must know the attributes of people visiting your site and identify your target market (the particular visitors you want to attract). Tell your visitor what you know about them, about what they are looking for, their current situation, or how they are feeling. Avoid blunt assumptions however, be tactful (you don’t actually ‘know’ them!). Use words like ‘maybe’ and ‘probably’, and ask questions, to encourage your visitors to identify for themselves how they relate to you and what you are offering. Some examples are: “Do you need…”, “Do you wish you could…”, “Are you tired of…”, “Maybe you are looking for…”.

2. Introduce your personal story.
Now your visitor is ready to hear from you and truly connect with your story. Be brief! Use one or two sentences to describe your situation, feelings or struggles before you found your solution.

3. Introduce your solution.
Now that you have given your visitor a sense of who you are and how they might relate to you, you can now tell them about your solution. Provide some general information about your product or opportunity, but remember that you want your visitor to sign in to obtain all the information, so keep it short and intriguing.

4. Conclude your personal story.
Where are you now? What have you achieved now that you have the solution? How has this product or opportunity changed how you live or work or play? What are the major perks or benefits (e.g. “I received all the training I needed”, “I received a great discount”, “I make a great income”, “This product is easy to use”, etc)? Remember who your niche market is, these outcomes need to resonate with what your visitor is looking for.

5. Call to action (entering their details) and what’s in it for them.
Tell your visitor what you want him to do (i.e. sign in), and what he will receive if he does. Make sure you offer something valuable to your visitor; a free report, a phone call, more information and resources, a special discount or offer, etc. Use words that give some urgency, such as ‘now’, ‘right away, ‘today’ or ‘instantly’.

I also have 8 final tips on creating the perfect video:

1. Use quality audio and video resolution and reduce background noise.
2. Make your setting consistent with what you are selling (e.g. at the beach if you are selling lifestyle, in your home office if you have a home business, at the marina if you provide boat services, or even just a plain wall if you want the viewer to focus on your message only). Have a background which is tidy and free of distraction for the viewer.
3. Smile! Be welcoming, pleasant and enthusiastic. Convey the right image by dressing accordingly, be yourself and still make an effort!
4. Keep it short and concise. 1-3 minutes is just right.
5. Do some editing to create smooth transitions between your screens if applicable. For example, using fade in and out or other transition effects will give your video a professional feel. Make sure you don’t overwhelm or distract the viewer with too many special effects or flashy tricks!
6. As a conclusion to your video, use a screen with your contact details or website address. You can also repeat your call to action in writing, while using a motivating soundtrack.
7. Have your video start automatically upon the page opening (auto-start). Your visitor will start hearing your message instantly and will be drawn to watch and listen to you.
8. Place your opt-in box next to your video, so that your visitor can easily locate it and respond to your call to action.

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