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’.

Converting visitors to leads can be a challenge, but statistics show that using a video on a squeeze page increases conversion rates. Of course, the design and written content of your page will also matter, but a video offers 2 extra benefits: 1. It attracts and maintains your visitor’s attention (makes your landing page ‘sticky’) and 2. It helps to build trust, by showing your character and that you are a real person.

Here is what I recommend on how to structure your squeeze page video to ensure that you connect with your visitors 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.
Your visitor is now ready to truly connect with you and your story. Your brief story that is, keep it short and sweet, using one or two sentences to describe your situation, feelings or frustrations before you found the solution.

3. Introduce your solution.
Now that your visitor trusts you and can relate to your story, you can say that you found a solution and provide some general information about your opportunity or product. Don’t say too much; you want your visitor to be intrigued and keen to sign in to find out more.

4. Conclude your personal story.
Where are you now? What goals have you achieved since you found the solution? How did the opportunity or product change the way you work, live or play? What benefits do you enjoy (e.g. I receive all the training I need”, “This product is easy to use”, “I doubled my income”, “I have more time freedom”, etc)? Remember the attributes of your target market, and present the outcomes that are most likely to resonate with them.

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’.

Finally, I have 8 practical tips on making 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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