Landing Pages, Squeeze Pages, Lead Pages: What’s the Difference?

1456136606_0c723a9689_zDo you wonder about the difference between landing pages, squeeze pages, and lead pages?

The internet is a 21st century Wild West, so it shouldn’t be surprising that there’s a lot of confusion over terms and definitions. One of the most flagrant examples is the overlapping meanings of the terms: landing page, lead page, and squeeze page.

Several years back, the landing page concept bubbled to the cyber surface. Close on its heels was the squeeze page. And after a hiatus, the lead page took center stage just a couple years ago.

What does this progression signify and what is the difference, if any, between these different types of web pages?

Like an unexplored continent, the internet very slowly reveals itself, and we are just as slow to understand its ways. Somewhere along the line four or five years ago we understood and began to maximize the use of landing pages, driving traffic to specific inner pages of our website. We began to lure attention not exclusively to the homepage, but to a long tail page from deep inside the site; a page created for the specific purpose of introducing the visitor to a singular opportunity.

So we learned to guide the traffic in this way, wooing while shepherding. We also adopted the landing page as central to website traffic generation, because it appealed to highly specific needs. The more finely targeted your market, the more precisely you can craft your message.

One way to finesse the route to your landing page, we then realized, is to reduce the number of possible distractions. This is from the Sucker-A-Minute School of Marketing, but any successful marketing plan works on all levels, right? So a squeeze page allows only one action, only one exit. Fill in the form or nothing. No menus or links or superfluous stuff; just the single opt in, large and preferably circled in red.

A good while later, the two approaches were synthesized in lead pages. While landing and squeeze pages still make sense for specific situations, we now appreciate that driving traffic to a certain page (like a landing page) and making a single, crystal clear offer once they arrive (like a squeeze page), is the most user-friendly as well as profitable way to use cyberspace.

Again, the diverse forms are still active. When posting your blog updates, you still set up landing pages. You may use squeeze pages for decisive steps in a sales sequence. And you routinely work the internet for branding purposes, producing content that’s attractive to your market and offering it through lead pages that build your list.

Any questions? What do you think? What other ways do we have to make it easy for customers to get to know us and enjoy our interactions?

What is an Opt-In and Why?

Brochures are precursors of opt-ins.I just returned from a long trip out of town. As always when traveling, I gathered a large pile of brochures, maps, flyers, and local newspapers. I love combing the racks at motels and Welcome Centers, culling the tastiest information and bringing it back to whatever room I currently occupy to peruse and plot my next adventures. These kinds of lures are taken for granted. Whether at the doctor’s office, the Chamber of Commerce, or the basket weavers’ convention, we expect to have access to free information. We need the descriptions, the images, the specifics; we want graphic details before we’re willing to buy. Printed brochures, premium items (like fans or pens with your company logo), fact or tip sheets and the like have been used for centuries in business. Today’s “opt-in” is the direct descendant of this familiar marketing tactic. However, the opt-in we have today actually improves on its forebears by doubling as a lead-generation device. While the venerable brochure fostered new clients, it did not provide that lead’s contact information. In contrast. a website opt-in is usually accessible only via a process that involves sharing at least your first name and email address. [Read more…]

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