The Value of Squeeze Pages

May 8, 2017 | Social Media/Digital

By Hayley Gurtler, Media Manager

Take a moment to recall your last Google search. What did you search for? You were most likely searching for an answer to your question, or for a solution to your problem—you were looking for information,resources, a product or a specific website.

Chances are, during your searching, you’ve encountered a webpage with very little content on it except for a brief paragraph, a contact form and some imagery that offers a promotion, discount or deal. And, when you fill out the form, you receive the offer, whether it is a percentage off your total bill, an exclusive download, or a free item. You may have landed on the page from a Google ad, an email, a social media post, or even a blog.

This page is called a squeeze page, also referred to as an opt-in page. A squeeze page is a type of landing page that, when used correctly with other digital marketing strategies, can be a powerful lead generation tool.

But, how can squeeze pages be used to generate senior living leads?

Squeeze pages are a great way to help funnel digital leads into your CRM by exchanging something valuable in return for a visitor’s most sought-after pieces of information—such as an email address, name, phone number or a physical address. It gives digital prospects a place to convert into a lead so that the sales team can follow up directly. A relevant squeeze page will convert digital prospects into leads at a much higher rate than a generic website contact page form because it offers visitors something in return.

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In your senior living community squeeze page, you can offer one of several things to your prospect in order to get their information. You may want to offer them a white paper about the different dimensions of healthy senior living, a guide to downsizing and preparing for a move, or details about different contract options available at your community. Your squeeze page could also offer a personalized tour of your community, or an exclusive invitation to the next community event.

What makes an effective squeeze page?

Squeeze pages are simpler in their design than a typical web page, but that doesn’t make them a simple piece in your digital marketing puzzle. You should incorporate online advertisements and public relations efforts, such as social media promotion, enewsletters and blogs that will grab the attention of your prospects, directing them to your squeeze page. The page should be designed to provide a relevant destination for these prospects, featuring copy that relates to the original source (ad, blog, etc.), and a simple, short contact form.

To get a good sense of how a squeeze page can work with other marketing strategies in order to generate better leads for your community, watch this short video.

Remember that you want users who land on your squeeze page to complete your form, with the sole purpose of exchanging their information for a promotion. The page must clearly demonstrate the value of what you are offering, or the prospect will simply close the window and return to catching up with friends on Facebook. By providing brief and to-the-point content about your community and what you’re offering, with a clear call to action, users are more likely to convert into leads.

Squeeze Page Design

The design of your squeeze page is vital to its success. Starting with a powerful, direct headline and ending with a clear call to action, the page should be simple, but enticing.

Be sure to consider how your community’s colors, logos, and imagery are utilized on the page. You don’t want to overwhelm or distract a visitor with a scattered color palate, or long lines of text. Keep it short and use bullet points.

If your community has videos or testimonials, a squeeze page is the perfect place to utilize them. They communicate the value of your community quickly, and prove to be highly engaging.

The design should ultimately direct visitors to the form. After all, that’s where you and your visitor will get the most value. Your form should only include the fields necessary for delivering your content. If it’s a digital download of an informational white paper, ask for their first and last name, and email. If they requested a physical copy of an informational brochure, you would require their address, city, state and zip code. You may also include a field for their phone number, but make it optional. The fewer fields required to submit a form, the more likely your visitor will be to fill it out.

You may also want to include a checkbox that will sign them up for your enewsletter so they continue to receive your content. Finally, end with a prominent call-to-action on the button.

Following Up

Once the prospect has submitted the form, they should be redirected to another page that thanks them, and gives them the opportunity to utilize their new discount, download, or deal. If they can’t get it directly from the “thank you” page, let them know that it will be emailed or mailed to them instead. This page may also include links to other squeeze pages and contain community contact information.

The new lead should also immediately receive a confirmation email that includes another call-to-action. The goal is to keep funneling users through the process so your sales team can focus on turning a hot prospect into a resident.

So there you have it! Squeeze pages should be an integral part of your community’s marketing efforts. With a simple page layout fostering the symbiotic transaction of contact information for content or a tour, sales teams can more effectively target leads that are more likely to become residents.

If you would like to discover how Love & Company can help your community create effective squeeze pages to boost qualified leads, please contact Tim Bracken at 410-207-0013 or Rick Hunsicker at 214-906-3801.

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