Squeeze Page Success Rule #2: The Layout
Layout Can Be Half The Battle
If your squeeze page doesn't flow, its going to blow. From my experience web layout is its own beast. No magazine ad, newspaper ad, or any other print ad even compares. So you might be able to do a layout for a magazine ad, but unfortunately it doesn't mean you can do a layout for the web. And don't get me started about copy, that's another matter all together.
The Headline
In any squeeze page there's a headline. Its that big block of red words that sometimes gets us to go "Oh, that sounds interesting," as all good headlines should. That's going to be the first thing a visitor to your squeeze page is going to read. So make them read it. Size 36 font and red. The shade of red is debatable, but I prefer a kind of bright red that can't be matched on paper and acts like a laser beam to your retinas burning my headline into your subconscious, though a duller red can be easier to read and you'll end up inviting it into your subconscious for tea and biscuits. Jokes aside, reds the color and it better be big.
Pre-Headline
A pre-headline is the little black with a yellow background blurb located right before the headline. It usually gets read second, but flows into the headline in an odd paradox kind of way. But basically your pre-headline give the headline an intro. "I lived in rags until..." Then a giant headline. It sets a mood for why your headline is important. "My Mother Told Me To Work Hard and I'd succeed but..." As I've seen them, they don't finish their own thought, the pre-headline lets the headline do that. And almost always its small, 12-18, size font with bold lettering with a yellow background.
The Bullets
You shouldn't be shooting your clients, but you can't get by without bullets. Typically there's 3-5 on a squeeze page. Not a huge amount, but enough to get someone to enter an email. This is where benefits of your free product go. If I was giving away a weight loss report I'd use "Tips to lose weight today," "Tips to help keep the weight off," and "Tips to help you eat better." Simple, easy, and they sure help your squeeze page flow.
The Auto-Responder Form
The last portion of your squeeze page and the most beneficial for you. If you skip this portion, you don't have a squeeze page you have a free stuff page. This is where you put a call to action like "Start Losing Weight Now!" and have a space for clients to enter an email and name. Most useful easy tip, don't leave your button as "submit" make it a benefit for the client. People like pushing beneficial buttons. "Get Skinny" elicits a much happier response then "submit." Personally, I'd be a lot more likely to "get skinny" than "submit." Another thing, make sure the form is visible without need for your client to scroll, this is called "above the fold," a term that is a throw back to newspapers. The less your client has to do, the more likely they are to do it.
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Now I've touched briefly on the subject of the headline in Rule#1 and #2, however its so important its deserved to be talked about some more. The headline is what your client is going to read first. Its the first thing you say to them. However, unlike the real world the internet world is a rushed somewhat mannered place. Instead of introducing yourself like any normal sales person, you loudly shout out what your going to do for your client.
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