How to Create a Squeeze Page That Converts at 21.7% (Case Study)

social squeeze pageI think you’ll agree with me when I say:

It’s REALLY hard to convert ice cold traffic into email subscribers.

Or is it?

Well, it turns out, you can dramatically increase your site’s email signups by adding one simple page to your site…

…a page that’s converting 21.7% of my traffic into new email subscribers.

And in today’s post (and video) I’m going to show you what that page is…and exactly how you can easily add one to your site.

Bonus: Download a free checklist that will show you exactly how to create your own high converting squeeze page.

How I Accidentally Discovered The Secret to High Converting Pages

Before I show you my high-converting page, let me share a quick story with you.

Backlinko’s traffic has grown consistently over the last 6-months:

Backlinko Traffic

While I was (obviously) happy with my traffic, there was one VERY important area of my business that I wasn’t as happy with: conversions.

Contrast the traffic chart above to my blog’s average conversion rate over the same time period:

Backlinko Conversions

As you can see, my conversion rate had all but flat-lined.

But here’s the thing:

I already had the old internet marketing adage “the money is in the list” seared on my brain.

I just didn’t know HOW to build that list…

…without bribing people with a free ebook or annoying them with distracting popups.

Here’s what happened next:

Landing Pages Don’t Work Unless They Have This

Think about it:

How many times have you landed on a landing page that screams: “I’m going to twist your arm until you give me your email address”?

And how often do you actually hand over your email?

Hardly ever, right?

That’s why I was reluctant to put a traditional squeeze page on Backlinko: I knew that today’s visitors cling to their email address like a $100 dollar bill.

And the promise of a free ebook wasn’t going to loosen their grip one bit.

Then one day I stumbled upon a page on CopyBlogger called How to Write Magnetic Headlines.

Magnetic Headlines

This page is designed to do one thing: collect emails. In other words, it’s a squeeze page.

But unlike most squeeze pages, it’s beautifully designed and optimized for social sharing.

That’s when it hit me:

The squeeze page isn’t dead…it just needs to be adapted for 2014.

And by adding a few strategic tweaks to the Magentic Headlines model, the Social Squeeze Page was born.

Here’s the live page:

Social Squeeze Page

Over the last 8-months that page has boasted an insane 21.7% conversion rate.

And added 812 highly-targeted subscribers to my email list:

Aweber List

Here’s how I did it…

How I Turned 21.7% of My Traffic Into New Email Subscribers

This video will show you the exact 3-step process you can use to publish a high-converting Social Squeeze Page on your site:

Now that you’ve watched the video, you can see why this page sucks up emails like a vacuum cleaner.

Now let’s dive into each of the 3-steps…

Step #1: Choose Your Social Squeeze Page’s Topic

This is HUGE.

Unlike a traditional squeeze page, your Social Squeeze Page’s topic can’t simply be “sign up and get a free ebook”.

Instead, you need to find a topic that your target audience is desperate to know more about.

In other words:

Unless someone is starving for information, they’re not going to give you their email address.

In my case, I knew that my target audience (entrepreneurs, professional SEOs, and bloggers) were fed up with vague nonsense like “write great content”.

My audience wanted to get their hands on actionable information that they could leverage for higher rankings.

That’s why I made the topic of my Social Squeeze Page (SSP) a real-life case study:

Social Squeeze Page Topic

Here’s another example from a landing page on Ramit Sethi’s IWillTeachYouToBeRich.com, a popular blog in the personal finance space:

Ramits Opt In Page

Ramit understands that good chunk of his readers are bored with their job. They want a career that’s better paid and more fulfilling.

Although there’s already plenty of information out there about getting ANY job…there’s hardly anything about finding a dream job (big difference).

And Ramit knows that people are happy to fork over their email if it means they can get their hands on information that will land them a job they’ll love.

Bottom line: Choose an in-demand topic that your audience has trouble finding reliable information on.

Once you’ve decided on your topic, it’s time to get cracking on step #2…

Step #2: Create Your Social Squeeze Page

Once you have a topic in hand, the next step is to turn your topic into a Social Squeeze Page.

There are 8 components to the Social Squeeze Page.

No worries, they’re all easy :-)

Here’s an infographic that will show you how the 8 elements look on an actual page:

SSP Infographic

(You don’t necessarily need to use all 8 elements on your site. But the more you use, the better your page will convert)

With that, it’s time to break each of these elements down and show you exactly how you can add them to your site.

1. Benefit-Driven Headline

The headline that you use for your Social Squeeze Page is REALLY important.

The good news is, creating your SSP headline is straightforward.

You just need to state a clear outcome that people will get from your page. That’s it.

For example, the headline in my SSP starts off with, “How to Rank for Any Keyword”:

SSP Headline

It’s hard to write a benefit that’s much clearer than that :-)

2. Open an Information Gap in Your Headline or Subheadline

Unlike a blog post, a benefit-focused headline isn’t enough for a SSP.

Your headline (or subheadline) needs to contain a crystal clear benefit…AND an information gap.

Here’s why this is so important:

When there’s a gap between what we know and what we want to know, it’s called an information gap.

Several scientific studies have shown that people hate information gaps…and will do almost anything to close them.

Buzzfeed and other “viral news sites” are grand masters of information gaps, as you can see with this headline:

viralnova headline

Bottom line: information gaps draw people into your Social Squeeze Page, which makes them more likely to watch your video and join your email list.

On my page, I created a powerful information gap with the second part of my headline:

(This is The Exact 1-2 Punch I Used to Rank #5 for “Backlinks”)

Note how I mention — but don’t elaborate on — the 1-2 punch:

Subheadline

When someone reads about a mysterious “1-2 punch”, it opens up a mile-wide information gap that compels them to learn more.

But sometimes, visitors need a little extra push.

Which brings us to the next step…

3. Clear Call to Action

Now that you’ve hooked your visitor with a benefit and information gap, it’s time to hold their hand and tell them exactly what they need to do next.

In other words, a call to action.

On my page, I have a fluff-free call to action that says, “Click the play button to see the EXACT step-by-step process”

CT!

Look at how specific that CTA is.

It says “click the play button”…

…NOT the much more vague “watch the video”.

Direct response marketers have known this for years:

The more specific your CTA, the more likely someone will follow it. So don’t be shy about telling people the EXACT next step you want them to take.

To give you another example of how specific your CTA needs to be, take a look at the CTA Optimizely uses on their homepage:

Optimizely Homepage

Note that they don’t say wishy-washy things “sign up for a free trial” or “get started”.

It literally says “Type in a URL”.

That’s how specific your CTA needs to be.

4. Add an Awesome Video

There’s no other way for me to put this:

For your Social Squeeze Page to work it needs to add as much — if not more — value than a blog post.

And the best way to do that?

A 3-10 minute video.

Why 3-10 minutes?

A 1 to 2 minute video looks like a hard-sell squeeze page video. With a 10+ minute video, people will get bored and close your page.

At around 9 minutes and 30 seconds, my video is a bit on the long side:

SSP Video

But my #1 goal is to provide so much value that people can’t help but move their mouse cursor to my signup form and type in their email.

In other words, you don’t need to fixate on your video’s length. Your #1 priority is to make an awesome video.

The way I see it, the type of person that stops watching a video packed with INSANE amounts of value because it’s a few minutes “too long” isn’t in my target audience anyway.

A longer video gives me the opportunity to drop more value…which brings in more conversions from people that actually care about my message.

And as you can see from my video’s retention stats (courtesy of Wistia), the video has a huge drop off of in the first minute…

…but stays remarkably stable after that initial drop.

Wistia Stats

In fact, even at the 6-minute mark my retention rate is more than 50%…which is head and shoulders above most online videos.

Video Retention

You might be thinking to yourself:

“That’s nice for you Brian, but how can I create a video that people not only watch…but gets them to opt-in?”

Well, my video happens to be case study.

I probably don’t need to tell you that real-life case studies work REALLY well in every niche.

So I recommend making your SSP video a case study where you show people an outcome you (or a customer) achieved…and how you did it.

If you don’t have a case study to show people, no worries. You can use the next best thing: a step-by-step tutorial.

Make a tutorial that shows people how to install WordPress, how to plant a tomato garden or how to do a bench press.

For example, I recently made this video tutorial that teaches people how to execute 5 untapped keyword research strategies:

Because it’s a step-by-step tutorial, that video could EASILY be used on a Social Squeeze Page.

But if you’re serious about converting video viewers into subscribers, there is one extra step that I highly recommend you take…

(Optional) Use Wistia Turnstile

This might sound crazy, but here it goes:

Despite all of the strategically placed opt-in forms on my Social Squeeze Page (more on that later), more than half of my SSP’s conversions come from within the video itself.

You see, when people reach the halfway point of my video, the video stops and they see this message:

Wistia Turnstile

That’s a live Aweber form. And when people enter they’re email, they’re added to my email list and the video continues to play.

It’s a feature of Wistia video hosting called Turnstile.

That form currently converts at an insane 29% for me. Crazy, right?

And the Turnstile is super-easy to set up. Just choose when you want the turnstile to appear, add some text, and you’re good to go:

turnstile

Pro Tip: Your turnstile message should mention that you’re going to send them something via email. Otherwise people will put in a fake email just to watch the rest of the video.

When I added “I’ll also email you part 2 of the case study” to my turnstile page…

Turnstile Highlight

…the number of fake emails dropped to almost zero.

It goes without saying, but you should actually send people what you promised them :-)

5. Add Opt-in Boxes Below Video

A you just saw, you’re Turnstile will attract emails like a magnet…

…but it’s not enough.

To extract the most value out of your SSP, you need to add an opt-in form right below your video, like this:

SSP Optin Form

The reason for putting an opt-in form below your video is simple:

When people watch videos online, their eyes don’t stick to the video the entire time…they drift around the page.

And when you put massive opt-in form below your video, that’s what they’ll see when their eyes drift away from your video.

As you can see from my Crazy Egg eye-tracking heatmap, people’s eyes naturally gravitate to my opt-in form. CrazyEgg HeatmapNot surprisingly, that form all pulls in a fair amount of emails.

I also recommend adding at least one more opt-in form to your page.

I recently added another form to the very bottom of my Social Squeeze Page (right above the comment form)…

Opt-In-Form

…and it bumped up conversions by around .5%. Not amazing, but every little bit helps.

6. Add Social Sharing Buttons and Encourage Comments

Here’s the “social” element of the Social Squeeze Page.

When visitors see your sharing buttons and comments, they’ll think to themselves: “wow, this must be an awesome page”.

In other words, your page WON’T give people that slimy feeling that they get from traditional squeeze pages.

For example, I include prominent social sharing buttons at the top of my SSP:

Social Buttons

I also encourage comments by replying to every single comment that comes in.

Blog Comments

You should do the same.

Step #3: Promote your Social Squeeze page

Here’s where things get sticky…

Like any piece of content, if you want people to see and share your SSP, you need to hustle and promote it.

Because your SSP contains awesome video content, it has the potential to generate serious traffic.

In fact, my page has brought in almost 6,000 unique visitors:

Landing Page

Obviously, like any traffic that hits your SSP, traffic from social media, forums and blogs will convert really well for you.

But there’s another reason to put some muscle behind your page’s promo: the more people that share your page, the more social proof it accumulates.

Think about it this way:

When someone lands on a page with dozens of Tweets, Facebook Likes and comments, they instinctively view the page as high-value.

Social Proof

That means they they’re less likely to bounce and more likely to watch your video.

In other words, the more social proof you generate, the better your page will convert.

Here are 3 simple ways to get more eyeballs (and social proof) on your Social Squeeze Page…

1. Announce The Page to Your Email List

Remember:

Because your SSP’s video is overflowing with valuable content, your existing email subscribers will want to check it out.

Subscribers already like your content (or else they wouldn’t have subscribed in the first place). That means that they’re MUCH more likely than the average visitor to share and comment on your page.

As you just learned, that type of activity on your page boosts social proof and conversions.

Here’s what my email looked like:

Email Broadcast

As you can see, I pitched the page as just another piece of high-quality content (which it was).

Comments, Tweets and Google+’s started pouring in a few minutes after sending this email out to my list.

2. Share the Page on Social Media

I also shared the page on Twitter, Facebook and Google+.

Video Tweet

Which got shares by some big names, like Sujan Patel:

Tweet Screenshot

3. Add a Prominent Sidebar Banner

Now that you’ve generated some social proof, it’s time to funnel blog traffic to your SSP.

The easiest way to do that?

Add a banner in your blog’s sidebar that links to your SSP, like this:

Sidebar Banner

That way, people see that banner from every single page on your website.

Pro Tip: Include a video play button on your banner.

As you can see from this heatmap, people’s cursors are attracted to the play button like a moth to a flame:

Play Button

Once you’ve added your sidebar banner, you’re set. Nice work :-D

So, here’s what I want you to do…

If you’re ready to turn more of your blog’s traffic into email subscribers, then you need to create your very own Social Squeeze Page today.

To make the process easy, I put together a free step-by-step checklist for you. This checklist will show you EXACTLY how to create a Social Squeeze Page on your blog.

Click the image below to access the free checklist:

social squeeze page download image

{ 155 comments }
  • SialThuong

    Hi Brian,
    I know you put a lot effort to write this guide for us.
    Thank you very much,
    Cheer!

    Reply
    • Brian Dean

      Hey Sial. That’s very true. I spend almost 20-hours on every post that I publish.

      Reply
      • Grant

        Slacker :) That would take me 20-30. But I’d have to find the info. As I don’t have it to start my post. +10 hours!

        Epic post.

        Reply
      • John

        And Every time you do great work Brian, Thanks for such a great post in attract new subscribers, very helpful case study Thanks Brian :)

        Reply
        • Brian Dean

          Thanks John.

          Reply
    • dave

      So much effort as usual Brian! This is fantastic and 22% is freakin awesome if I may say so myself! The sidebar banner is clutch and I have adopted that on my own blog, thanks for the tips!

      Reply
      • Brian Dean

        Thanks Dave. Definitely put the little video icon in your sidebar banner. Works like a charm :-)

        Reply
  • Irfan

    Thank you very much for post. I was searching this information, but now I am excited that you created the post on increasing conversion rate.

    Reply
    • Brian Dean

      You’re welcome, Irfan. Let me know how the SSP helps with your conversions.

      Reply
  • Matthew

    Brian, WOW! What a superb post, truly.

    I am big fan of your work and going to have to put some thought into how to make this work for my SEO clients most of them are medical practices. Thanks for sharing so much detail. I will share this with all my clients this week for sure.

    Take care,

    Reply
    • Brian Dean

      Thanks Matthew. Appreciate it. Depending on their specialty, I’d create a SSP that offers health information. For example, if you had a client that was a podiatrist, you could create an SSP about foot health.

      Reply
  • Shaleen Sharma

    What I liked about your article is that you talk about a clear benefit + an information gap in a heading. I’ve seen a lot of people trying to just concentrate on just the latter and messing it up. Just ‘info gap’ works great for viral sites, but informative sites like backlinko or Noha’s website, or anyone who aims to have a site like that in their respective niche, must make sure that they provide a clear benefit to their audience. Phew! That was long :)

    Reply
    • Brian Dean

      Thanks Shaleen. I’m glad you appreciated that. I’ve tested just a benefit, just an information gap and both together. I find that when used together, they absolutely crush it.

      Reply
    • Shaleen Sharma

      *Noah (Sorry)

      Reply
  • Gent

    Awesome article once again, Brian! There’s always a big smile on my face whenever I see Backlinko’s name on my RSS feed. And I honestly can’t help but read it thoroughly… many times, over and over again. Thanks for sharing!

    The conversion rate is definitely one of the first things people need to focus on before moving to the other aspects. More traffic won’t help you if you’re wasting it with a crappy landing page that doesn’t convert.

    Reply
    • Brian Dean

      Thanks Gent. I always try to deliver the goods :-)

      You’re right: conversions are HUGE. As I mentioned in the post, conversions were something I’d been putting on the back burner…and it hurt me. Now that I invest time and effort into conversions that I used to put into more traffic, my email subscribers have significantly increased.

      Reply
  • Mark Samms

    Damn Brian this is so timely I’ve been getting my traffic up on my site but have been so disappointed with my optin rate I was thinking about adding pop up optins, gateway page to content plus a ton of other pattern interrupt stuff that would have the potential to really piss of my visitors, after reading your article I going to add my very own social squeeze page I feel like this will add a lot more value to my users experience and get me a more qualified leads thanks for the article

    Reply
    • Brian Dean

      I aim to please, Mark :-)

      Popups and welcome gates definitely work. But I feel like, if you can get conversions without annoying visitors, why wouldn’t you do that instead?

      Reply
  • Anisul

    Brian, Killer article as usual:) One thing I would really appreciate if you can show some live case study (other than IM world) about list building. I didn’t find any such article that goes into details about listing building from scratch. Hope It can be a great idea for your next blog post ! :)

    Reply
    • Brian Dean

      Thanks Anisul. Thanks for the suggestion. I’m hoping that a Backlinko reader shares his or her experience using this list building strategy in a non-IM niche. That would also be an awesome case study to have on the blog.

      Reply
  • Loz James

    Hi Brian
    Very interesting stuff as usual, I love your social squeeze page infographic.
    I’ve managed to get my main homepage signup box converting at 14% using LeadBoxes – but 21% is nuts.
    I think in light of your research, in-video signups can make up the additional conversions. It’s time I looked at video in a more focused way.
    Many thanks :-)
    Loz

    Reply
    • Brian Dean

      Hey Loz, Thanks for your kind words. Wow, 14% for a homepage is insane. Nice work. That testimonial probably doesn’t hurt, right ;-)

      Reply
  • Nikhil

    Hi Brain,

    Your post is awesome. I read all point mention in this post. I agree with them mostly with Headlines. A Magnetic headline grabs more conversions. Example you can see the income diary website. He mentions that “Do Not Write Another Blog Post Until You Watch This Free Video…”
    This headline looks attractive and catchy. What you think about it. It encourages users to subscribe and watch a free sales video about his product. It’s great.
    And one more example, I like is yours video example subscribe to watch further video its also great, it’s created a curiosity in readers to watch more interesting stuff further.

    Reply
    • Brian Dean

      Thanks Nikhil. Yes, that’s EXACTLY the type of information gap I talked about in the post. Thanks for sharing.

      Reply
  • Rishit Shah

    Great work. Today known about psychology and will surely apply this to my new site!

    Reply
    • Brian Dean

      Thanks Rishit. Let me know how it goes :-)

      Reply
  • Mike Bonds

    This is perfect timing with the squeeze page I am about to launch using Fb ads. Brian, in my case I’m using a free PDF guide to get them on the list…do you think I should still create a video and maybe just highlight some ‘teaser’ benefits of the guide (since i don’t have a case study on hand) with the option to get the guide 1/2 way through the video with the “gate”? Great content as always!

    Reply
    • Brian Dean

      Happy to help, Mike.

      With Facebook traffic, I actually think a traditional squeeze page may work better. But I’m not sure because I don’t have much experience with Facebook traffic. Definitely something to test and see how it works out.

      Reply
  • Evan

    Cool case study Brian. That Wistia Turnstile plugin is sweet.
    I love the way you cut off that video just as its getting interesting to make people really wanna convert. I’m interested to know what sort of drop off you get when the pop up hits. I sure hate pop ups and have almost become immune to them by exiting as quick as I can without even reading them. At least that Wistia turnstile thing is adblock proof unlike most pop ups.

    Do you know if there is something similar for Youtube?

    Reply
    • Brian Dean

      Thanks Evan. Turnstile is amazing. The dropoff is pretty steep. I’d say that 50% of the people that get to that point of the video opt-in. There’s a tool called LeadPlayer that does something similar for YouTube (although I’ve never used it myself).

      Reply
  • Joe Robison

    Great post again Brian.
    I watched the How to Rank video and when I entered my email in halfway through and hit enter it restarted the video – though you should know. (Chrome has been giving me trouble with Wistia)

    Reply
    • Brian Dean

      Thanks for the heads up, Joe. That’s not good. Feel free to send me an email using the contact page (http://backlinko.com/contact) and I’ll send you a link to the full video.

      Reply
  • Sourav Saha @ Blogaholic

    Awesome post Brian! Your posts generally are so complete that there are very less things to add in comments other than “great post”. But hats off man really fantabulous post man!

    Along with your tips on SSP, I think we should also take care of the video as well, VERY MUCH, creating a video where one should:
    1. Provide valuable context
    2. Define the problem
    3. Offer a solution
    4. Call to Action

    look forward for some more superb post Brian!

    Reply
    • Brian Dean

      Thanks Sourav. You know you’re doing something right when someone calls your post “fantabulous”. Good points there. The video itself is HUGE.

      Reply
  • Mainak Halder

    Awesome post Brian, and I’ll add a little more, not only “Fantabulous” but the post is Fantastically Fantabulous. You’ve become my SEO master aka teacher right now and I have learned and already implemented many actionable strategies from you. It’s really worked for some of them.

    Now this post on creating squeeze page that helps build a list is another action I need to take in the near future. It so clearly defines the points where we can capture our visitors and how they psychology work when they surf online.

    But like myself, I often don’t want to face the screen talking directly with the visitors, what do you think – does a screenshot video work well in case of squeeze page videos?

    Reply
    • Brian Dean

      Thanks Mainak. I really appreciate that :-)

      To answer your question, I think getting in front of the camera helps…but it’s not necessary. If you look at the top selling products in Clickbank, they’re almost always screencast/explainer style videos. And they convert really well.

      Reply
  • Clarissa Delprat

    Thanks Dean for sharing some ‘GoldenNuggets’ from the layout to the way you show us how to “HOOK” fresh up beat headline to get visitor acquisition. I got value from this.

    Reply
    • Brian Dean

      No problem, Clarissa. It’s Brian by the way :-)

      Reply
  • Daz

    Love your posts Brian but i find them a little difficult to read. Just the way you have things spaced out can be a little difficult on the eye. It may just be the way the post formats on my mac. I’d send you a pic as it’d be quicker to explain what i’m banging on about. Appreciate that you test everything and it may convert better.

    Reply
    • Brian Dean

      Thanks Daz. Definitely send me a pic to let me know what you mean. I take a lot of time to space things out to make the content easy to read. So I’d be interested to see what you’re seeing.

      Reply
  • Adam Roseland

    Brian,
    always awesome. I think the most valuable takeaway here comes from your 1st comment actually. Most people whip together content in an hour or maybe two. 20 hours is a lot of work, and it is why all your content is so great. Well prepared, well researched, and well executed. If your readers spent as much time as you do in prep work, they would find they too would have much more success.

    Reply
    • Brian Dean

      Adam, thanks man. 20-hours sounds like a lot of work (and it is), but it’s the same amount of time as 4 posts. In other words, I spend about the same amount of people on content creation…the only difference is that I put all of that time into a single post.

      Reply
  • Mark

    WOW! Nice post Brian its actually quite obvious now you have pointed it out. It also has given me some wicked ideas on how I can build up a following for my new venture.

    Keep up the good work!

    Mark

    Reply
    • Brian Dean

      Thanks Mark. I felt the same way: after I saw the page converting like crazy I was like: “Why didn’t I think of this before?”.

      Reply
  • Elvis Michael

    Awesome post, Brian, you’ve done it again. You’re keeping the headline simple, to the point and wildly effective. Finally (and most importantly) you deliver on your promise with flying colors.

    Elvis

    Reply
    • Brian Dean

      Thanks Elvis. You raise a really important point about delivering on the promise in your headline. I’ve noticed a lot of people copying the Up Worthy model of headlines lately without realizing that — unless you want to annoy people — you need to deliver on the headline. Every. Single. Time.

      Reply
  • Paul Back

    Hey Brian

    This is a pretty fantastic idea :)
    Have you experimented with Social Squeeze pages that do not use video and if they are effective?

    I am assuming you get a lot of leads through your highly ranking articles so something like this would be really useful in converting cold leads – but do you think its overkill from targeted traffic such as the type you get from a guest-post? I’m using guest posts as a primary way to drive traffic so I am quite interested in your take on that.

    I remember you recently did a awesome article on BoostBlogTraffic and I was wondering if you found your conversions increased from that post when compared to your normal average?

    Cheers for this post – you are always spoiling us with benchmark setting content :D

    Paul Back

    Reply
    • Brian Dean

      Hey Paul,

      Thanks :-)

      I think that an SSP is probably overkill for guest post traffic. Because those visitors are already warmed up, a simple squeeze page will do the trick. For example, the traffic from my Boost Blog Traffic post converted really well…even though they went directly to my homepage, not a squeeze page.

      Reply
  • Ryan Mendenhall

    Hey Brian. Killer post as usual. Love how you broke down each step and didn’t leave us hanging on anything. The reason I clicked on your email was to get some ideas to increase conversion on a webinar signup page, slightly different than what you have talked about here. Even though they’re not the same, one idea I think I will utilize is an intro video that gives some great content selling the webinar. I think that I saw yesterday that LeadPages has a video opt-in product like the one you mentioned here (Wistia). I also will make sure to have social sharing doohikies on the page and share it with my FB friends 1st, asking them specifically to share if it intrigues them. I am going to do some FB ads to this page and I think these will be some killer 1st steps that will really help my conversion. THANKS stud! Always love your stuff. Would love get you on a podcast sometime! :)

    Reply
    • Brian Dean

      Thanks Ryan. This should definitely help bump up your conversions (and attendance) for your webinars. Imagine giving people a small taste of what they’ll learn on the webinar instead of a bullet list of benefits (like most webinar sign up pages). That would crush it.

      Social sharing doohikies FTW!

      Reply
      • Ryan Mendenhall

        Ha! Yeah, I had a brain fog when I was typing that comment. Social sharing buttons. :) PS I’ll split test how those additional points increases my conversion and get back with you. Thanks man!

        Reply
  • Kris D

    Brian,
    Like everything you do. Serious. You make it simple and easy. I am new to the whole thing. Been getting results with other stuff you put forth in Traffic U.

    Here is my question:
    1. These SSP pages – I would like to make multiple for different keyword for different audiences. How do I maximise/ put these pages in context to my whole site. Doesnt google look through all the pages and index it. Wouldnt this be a standalone page? Does it matter that it is a standalone page. I notice on your site I could not find these pages you are talking about.

    Just so you know as well. I read a lot of your stuff via feedly. I dont subscribe to your site because I get info there. It is kinda like I have subscribe by have not given you my email.

    Reply
    • Brian Dean

      Thanks Kris. That’s how I roll :-)

      You can actually set the pages to “noindex” if you don’t want Google to find all of the very similar pages.
      Also, there’s a lot of awesome info that I only share with newsletter subscribers. If you’re not on the list, you’re missing out on a ton of cool stuff.

      Reply
      • Kris d

        Thanks for the reply.

        If I create these pages as a solo page and make them no index will they still rank in google? How if google can not find it?

        Sorry if this question sounds stupid

        Reply
        • Brian Dean

          No problem. No they won’t rank if they’re noindex. If you want them to rank you should create a unique page for each keyword and not noindex them. But I usually don’t worry about ranking these pages. You’re better off ranking blog posts and funneling that traffic to your SSP.

          Reply
  • Joe

    Hi Brian
    I have been wondering how I could adapt this for use on review sites for physical products such as Amazon or the health niche, or for that matter, any kind of review sites. Have you any suggestions.

    Reply
    • Brian Dean

      Hey Joe. You could figure out what problem that product solves and make a video that gives them the first steps to solving that problem (and pitching the product as a better/easier solution).

      Reply
  • Arun V

    Thanks Brian. I really appreciate for this awesome post :) Hope this strategy would help us to create new pages that we have planned to do in our corporate site.

    But to target more audience in microsite, will the same steps works to bring traffic and conversions? I know that microsites will hurt brand awareness but as long as we don’t build it to get links, only leading with high-quality content.

    Reply
    • Brian Dean

      You’re welcome, Arun. As long as the microsite brings value, this strategy can definitely work.

      Reply
      • Arun V

        Thanks Brian, Great to see your response.

        I hope this is good news for every one to start conversions through website pages. Keep posting :)

        Reply
  • Carl

    Brian,
    Another great post full of actionable ideas, as always! One question; you mention sending the squeeze page link to your existing email list, which I totally understand, after all, you want current fans to read your latest work. However, do you not risk annoying them at the midpoint of the video by asking them to enter their email address (they’ve already given you that detail previously, hence the reason you’ve contacted by email).
    Not a criticism in any way, just wondered if you thought this might harm existing relationships?
    Keep up the great work!

    Reply
    • Brian Dean

      Glad you got some golden nuggets from the post, Carl.

      Good question. I actually just turn the Turnstile feature off after sending out the email to existing subscribers. Then I turn it back on a few days later.

      Reply
      • Carl

        Great, thanks for the response. Makes sense!

        Reply
  • David McSweeney

    Great stuff as always Brian. Copyblogger certainly know how to create a great landing page, but you’ve taken their lead and raised the bar!

    Reply
    • Brian Dean

      Thanks David. Definitely. I actually came across a few of their other landing pages. Not only do they look great, but they’re ranking for super-competitive keywords.

      Reply
  • Aaron

    This is awesome Brian, very timely for a project I am working on.. Definitely going to employ this tactics, cheers! Aaron

    Reply
    • Brian Dean

      Thanks Aaron! Let me know how it goes.

      Reply
  • Harry Chittenden

    Great job Brian. Your thoroughness is mind-boggling. It blows me away every time I read one of your great posts. Thank you!

    Reply
    • Brian Dean

      Thanks Harry. I put 20-hours into every post that I publish so it’s good to hear that hard work is worthwhile :-)

      Reply
  • Sachin Bisaani

    Hi Brian another great stuff, I was really waiting to read a post on Backlinko. Although i have been reading all guest post by you on Industry blogs.

    Wanna add one thing to SSP which you can also use on your own SSP, I know you know all these tip but I can’t stop myself without telling you.

    Removing distraction on your SSP can lift up your conversion rate, Like you have on top right corner in your SSP. link to Home, About, Contact and Get updates.

    Few days back you commented on Moz on a great post by Oli Gardner and he has advocated to remove distractions ( http://moz.com/blog/most-entertaining-guide-to-landing-page-optimization )

    Reply
    • Brian Dean

      Thanks Sachin. I hear you on that. It’s a balance between minimizing distractions and making a squeeze page that screams “you just left a real site…now it’s time to hand over your email!”.

      I prefer to lose a few people with distractions for the long-term benefit of having a page people want to comment on and share.

      Reply
  • Sachin Bisaani

    Ok Brian, I”m a big fan of you, and like commenting on each Backlinko post bcz i know i always get reply from Brian Dean.

    Thanks for your views.

    Reply
  • Blaise

    Thanks for this Brian. It’s so useful to be able to actually see these things put into practice rather than being lectured about the things we should and should not be doing. The proof is in the pudding and all that!

    Reply
    • Brian Dean

      Cheers Blaise. I hear you on that. One of the reasons I created Backlinko in the first place was to create a blog that showed people stuff that was actually working…without lecturing them. Glad to see you appreciate that :-)

      Reply
  • Kaloyan Banev

    The best possible ratio that I have ever achieved was 48/1 respectively visitors/sales. My corrent project section that actually convert 150/1 which is also quite good.

    Reply
    • Brian Dean

      That’s solid Kaloyan.

      Reply
  • Alan Carr

    As a professional copywriter for over 10 years it’s rare for me to enjoy that “I learned something!” feeling, but this looks promising.

    I shall certainly experiment with this format, as I see no reason at all that it wouldn’t work and plenty why it should.

    Thank you.

    Reply
    • Brian Dean

      Thanks Alan. Let me know if you have any questions along the way.

      Reply
  • Filip Doneski

    Amazing post Bryan. I`m following Backlinko from day one – flawless content. Time to do some conversions!

    Keep up the great work!

    Reply
    • Brian Dean

      Awesome, Filip, you’re welcome.

      Reply
  • Blake Toder

    Brian,

    I am an Inbound Marketing Consultant at HubSpot in Cambridge, MA. Just wanted to let you know I am a huge fan of what you put together here and shared it with several of my clients as an alternative way of putting together a landing-page. You mentioned putting a turnstile on the form using Wistia. I noticed you did that on your “squeeze page” but not on the blog post above. I would love if you elaborated on the factors you consider when choosing to do that or not.

    Reply
    • Brian Dean

      Hey Blake. Nice to hear from you.

      GREAT question. I’d love to use Wistia Turnstile for every video, but for some videos (like the ones I put inside of blog posts), I prefer to use YouTube.
      That’s because one of my goals for this year is to get more traffic from YouTube. And one of the best ways to get your YouTube videos seen in YouTube is for them to accumulate high retention views (http://backlinko.com/how-to-rank-youtube-videos).

      When I embed a YouTube video in a blog post, it accumulates lots of views in a short period of time (and helps illustrate the points in the blog post).

      The downside of using YouTube is that I don’t get any conversions from within the video. So it’s a give and take. You can always use YouTube in the beginning to accumulate views and then swap it out with a Wistia video later.

      Reply
  • Tim Aucoin

    I definitely prefer the SSP style of squeeze page than the ones that are just text and takes hours to scroll down. The point about being very direct with your CTA was very helpful. I can’t wait to read the rest of your guide.

    Reply
    • Brian Dean

      Awesome, Tim, thanks. Let me know how it works out for you.

      Reply
  • Igor

    The only prerequisite to this tactic is:

    to already have a great volume of highly compelling and quality content directly related to your specific niche, while in the same time allowing some time to explore.

    What annoys me mostly is the “3rd second fade-all-but-form popup” with the reg form. It just doesn’t allow you to get familiar with the environment.

    And when your visitor doesn’t feel completely relaxed he or she will hit the back button no matter what you’re offering.

    This is a great approach to the rising issue of getting emails from the prospects and it blends perfectly with contextual pitch within the web content.

    Probably the next step in collecting when those popups render obsolite soon (as everything else did so far).

    Thanks for the great post Brian.

    Reply
    • Brian Dean

      Cheers Igor. That’s a good point: your site should actually have something valuable on it. That way, when people visit that page, they’re more primed to opt-in.

      Reply
  • Ian Adams

    Hey Brian – Incredible content. I learn so much since all this is fairly new to me. I’m going to try out Wistia, along with the email convert function.
    I use aweber. Do you create a totally separate email list for the emails captured via the video? I’m concerned if I create another list, I’d want to send blog post broadcasts to them too. So for the people that are already subscribed, they will get duplicate content being on both lists (all because they wanted to watch the video). Not sure I’m explaining that well. What do you do?

    Ian

    Reply
    • Brian Dean

      Hey Ian. Glad you liked it :-)

      Yes, I subscribe them to a separate email list. Actually, I just learned that Aweber automatically de-duplicates email addresses. So if you send a broadcast to someone on multiple lists, it only sends out one email.

      Reply
  • Joe

    Would you be kind enough to advise me how I can unsubscribe to the comments

    Reply
    • Brian Dean

      Sure thing Joe. There’s a link at the bottom of the email that notifies you of new comments. Click on that and you can manage your comment subscriptions.

      Reply
  • Klaus

    Hi Brian,
    Very helpful post. I’m trying to get the and of linkbuilding for my dog community site, and your posts are a big help as I’m fairly new to this whole SEO thing. There’s a lot to take in when you just start out!

    Reply
    • Brian Dean

      Hi Klaus, happy to hear that I can help get your site off on the right foot with SEO and conversions :-)

      Reply
  • Rajesh Magar

    Hi Brian,
    That was nice and amazing (of-course as always :)). But also I would love to hear your thoughts on new Sign-up plugin you been using called “SUMOME”. Who far it good to boost subscribers list and what other feature it has as campier to overall marketing operation.
    Thank you!

    Reply
    • Brian Dean

      Thanks Rajesh :-)
      It’s a great plugin. It’s literally doubled my conversions. G

      Reply
  • Mikael Rieck

    Hi Brian,

    Great post once again. I do have one question for you. In the beginning you talk about being very specific about what you want people to do (the “click the play button” example). But when it comes to your form below the video, it just says “Email” and “I’M IN”. Is there a reason for this and if so, what is it?

    Thanks
    Mikael

    Reply
    • Brian Dean

      Hi Mikael. Glad you liked it :-)
      Good question. I think there’s only so much very specific CTA copy you can get away with before you look like a jerk.
      I think one strong CTA per page is good. Otherwise all of your copy becomes things like “then type in your email in the form below…”.

      Reply
  • Afiq @ Harian Post

    Hi Brian. Thank you for another inspired post.

    Could you share some of your recommended plugin for build a better squeeze page and plugin for lead generation on blog.

    Reply
    • Brian Dean

      Thanks Afiq. The only plugin I know for leadgen/list building is Sumo Me.

      Reply
  • XSynesis

    I use optimizepress for my squeeze pages. Awesome post though Brian. The level of quality you deliver is rivaled by few.

    Reply
    • XSynesis

      almost forgot… Brian is your coaching still available? I accidentally deleted the email

      Reply
      • Brian Dean

        I think you may be confusing me with someone else. I don’t offer coaching. Maybe you’re thinking of SEO That Works?

        Reply
    • Brian Dean

      Thanks! I appreciate that :-)

      Reply
  • Mahmoud Yasser

    Thanks Brian :) I love your blog and your articles :) thx again :D

    Reply
    • Brian Dean

      You’re welcome Mahmoud.

      Reply
  • Dean

    As always I’m absolutely blown away the article and videos here.

    I’ve been wondering, how would you go around laying out a home page to capture leads in the perfect world.

    There seems to be two approaches that I think could work and would love to know your thoughts.

    There’s the feature box with blog (like you and Derek Halpern do) or there’s the landing page still (think think traffic and paid to exist did/do)

    Have you ever thought/experimented with it?

    Once again – Awesome post Brian! I’ll be implementing this, this month :)

    Reply
    • Brian Dean

      Thanks Dean and glad to hear that you’re going to give the SSP a shot.

      I prefer the feature box myself…but I know a lot of people that have success with the “welcome” page.

      I use the feature box because I want to give people that aren’t ready to opt-in right away a chance to read my stuff simply by scrolling down.

      Reply
  • Jhon

    Killer article once again. Outside the content I loved the video on untapped keyword research tools. Thanks for producing killer content once again.

    Reply
    • Brian Dean

      Thanks Jhon (and glad to hear that you enjoyed the video…more to come).

      Reply
  • Kundan Bhardwaj

    I will be honest here. I was getting few backlinks by blog comments when i went through a good article and had mentioned many articles from you. I followed the link , opened up your “21 traffic and keyword research” post. I said to myself that it is just another seo blog and lets not waste time, just get a link. I read the entire article, and lemme tell you this, i am not the president of my county but i am a BPO employee doing a 9 hour shift and 4 hour overtime, so i don’t have time to go through articles. But i would say that you write compelling content and what i like most were the keyword research methods.

    Reply
    • Brian Dean

      Thanks Kundan. I know that 2500-word articles can get pretty dull so I work hard to make them interesting.

      Reply
  • Mark

    Great and Very Helpful post !
    Thanks Brian

    Reply
    • Brian Dean

      You’re welcome Mark.

      Reply
  • gregory smith

    Brian,

    Fabulous work and awesome article. This post opened my eyes up to new doors. Thanks for taking all the you take, putting into content creation. Maybe I should start leaving my articles alone and coming back to them at a later time, in order to CONTINUE working with and adding more content to them. Great idea Brian…

    Greg Smith

    Reply
    • Brian Dean

      Thanks Greg. That’s pretty much what I’ve been doing over the last few months: working on the stuff I already have on my site so it gets more traffic and converts better.

      Reply
  • Sid

    Hi Brian,

    Thanks for this awesome and mind-blowing post. It did proved helpful to me.

    I just wanted to design awesome and professional-looking page for my website that converts well, but I failed it. But, thanks to your post, it did helped me.

    Thanks,
    Sid

    Reply
    • Brian Dean

      You’re welcome, Sid. This should definitely help you out :-)

      Reply
  • David Ingham

    Hi Brian I am so happy to have found your website on G+ from one of my friends in Austrailia wow the internet is amazing. Irun a blog and looking to get more opt ins. I am averaging 70 visits perday but not get many opt ins.

    What would you suggest regarding the squeeze page for the left hand columb? I will go through your videos thank you :)

    Reply
    • Brian Dean

      I’m glad you found me too, David :-)
      I’d suggest linking to your SSP from the left hand column (or the right). As long as there’s a clear way to funnel traffic from your blog to your SSP you’re set.

      Reply
  • Greg Gillespie

    Hi Brian,

    awesome info! It is so easy to get sucked into the landing page template delusion, and forget about the compelling reason people are going to need to have burning them with desire, in order for them to opt-in. Thanks for the reminder.

    Reply
    • Brian Dean

      Thanks Greg. That’s a good point. Templates have their place — but unless you know WHY they work — it’s impossible to improve upon them.

      Reply
  • utsav

    Brian you again rocks…
    Awesome strategy… you have present this very well
    thanks for making it so easy for me to understand this strategy.. surely it will help me to increase my subscribers list.

    Reply
    • Brian Dean

      Thanks Utsav. Let me know how it goes :-)

      Reply
  • Nuno Barreto

    Great information, Brian.
    Thank you!

    Reply
    • Brian Dean

      You’re welcome. Let me know how it works out for you :-)

      Reply
  • satinder

    Great post Brian. Loved it. If you could write something on video scripting, it would be great.

    Reply
    • Brian Dean

      Glad you liked it, Satinder, and thanks for the suggestion.

      Reply
  • Dean

    So Brian, when’s your course on creating remarkable content coming man?

    I said it above, but I seriously can’t stop thinking how great your stuff is!

    Reply
    • Brian Dean

      Thanks Dean :-)

      I actually have a premium training course called SEO That Works that covers exactly how to create outstanding content. If you’re
      on the newsletter you’ll get a heads up when registration opens up.

      Reply
  • Gerrid Smith

    Great post. I couldn’t agree more how the first step plays a huge role on the conversion rates. Truly, knowing your readers plays a vital role.

    Reply
    • Brian Dean

      True dat, Gerrid. It’s a step a lot of people skip over (and it hurts them).

      Reply
  • Andrew E. Moffatt

    Amazing! You are publishing really great contents on this blog, Brian Dean. I love your SEO and Backlink related resources most, keep your focus on that, please! :)

    Reply
    • Brian Dean

      Thanks Andrew. I’ll get back to SEO in a few months. I’ve been having some incredible results with conversions so I can’t help but share them :-)

      Reply
  • Amdeyo

    Hi. Thanks for the post. Since last night I have tried to submit a question through you CTA Marketing:Ultimate Guide post and am now trying this post. I also, since last night, have tried to sign up for your newsletter 3x’s. I don’t receive an email in my gmail. Can you help a brother out…please? :)

    Reply
    • Brian Dean

      Glad you liked the post, Amdeyo. Not sure why your other comment didn’t get published. Speaking of, I’d check your gmail’s spam folder. Sometimes the confirmation message gets caught there by mistake.

      Reply
  • Mohammed Saimon

    Nice stuff Brian :) learned a lot from this post. Now I’m think I should create one squeeze page for my blog.

    Reply
    • Brian Dean

      You definitely should :-D

      Reply
  • jenny

    Hi Brian, love your posts – you really do offer value to your subscribers, not just re-hashed ideas that we have all heard over and over again.
    I’m curious, can you tell me what video recording software you use. None of our content guys are particularly keen to get in front of the camera so we may have to go down the route of animoto style videos but I can’t stand them! Any ideas?
    And thank you again.

    Reply
    • Brian Dean

      Thanks for your kind words, Jenny. For screencast videos you can use Camtasia. It works great if you rather not get in front of a camera :-)

      Reply
  • DOK Simon [Blogging Engage]

    Hello Brain !!
    Everybody is saying how wonderful your post is. I guess you spend more time and effort preparing a post. !! Anyway it is worth it. I love the information your content is carrying very valid and vital for development and improvement of ones blog or website. Thanks for sharing..

    Regards,
    DOK Simon

    Reply
    • Brian Dean

      Thanks for your support, Dok.

      Reply
  • Rob Broley

    Appreciate the effort that has gone into writing this Brian. Some very useful areas of interest that will definitely come in handy. Thanks

    Reply
    • Brian Dean

      No worries, Rob. Glad you found it helpful.

      Reply
  • Dinesh

    Hello Brian, where from you bring these ideas into your mind. I really appreciate work. Every heading is awesome. I am new here. I found first blog 21 SEO techniques you can use today to get more search engine traffic. I am still working on those techniques and learning.
    Great work!!

    Reply
    • Brian Dean

      Thanks Dinesh :-)

      Reply
  • Derek

    Hey, I think this is a great strategy. Thanks for the post!
    However, I didn’t like it when you said: “I just didn’t know HOW to build that list…without bribing people with a free ebook or annoying them with distracting popups.”

    How can you say bribing people with a free ebook/video doesn’t work if you never tried it? That’s what I’ve been doing my blog for a while and it works great.

    Also, in the middle of reading this article… I moved my mouse to another window and not one but TWO popups came up! One on top of the other lol.

    Now, I know that bribes work. Popups also work (as long as they’re not too obnoxious.) Maybe you should update your guide so someone new to marketing doesn’t think this is the *only* way to get an email?

    Reply
    • Brian Dean

      You’re welcome, Derek.

      I actually have tried it on several other sites I own. As you’ve found it does work…but not as well as it used to I’m afraid.

      Wow, thanks for the heads up about the popups. Looks like I need to fix that.

      Reply
  • karma

    Hi brian i am big fan of yours and love your blogs. Do you think tutorial and tips could be separate from hardcore marketing tactics such as popups and pitching marketing lines. Is there any way to create such a board where every professional of SEO industry can leave there expert advice for Free?

    Reply
    • Brian Dean

      Thanks Karma. I don’t understand your question :-/

      Reply
  • alexa

    Love the post and especially the infograph. Wondering if you build your squeeze pages from scratch or if you use an app or program?

    Reply
    • Brian Dean

      Thanks Alexa. I actually have a custom Wordpress page that’s super-simple. Then I add the content to that.

      Reply
  • Bishal Biswas

    Hi Brian,

    Starting from the Turnstile technique of holding a video and upon entering email ID to continue, to, adding a opt-in form above the comment, I’d be going to follow each-and-every tactic you’ve laid in this article.

    And perhaps, It’s really great to see that adding a banner, along with a play button, you’ve got a burning flame (analyzed by Crazy Eggs Analytics), and perhaps I just loved the way you’ve written such comprehensive guide.

    Moreover, I’ve planned of giving at-least an hour daily to BacklinkO and learn quality techniques from the beginning. *Credit goes to you, and perhaps previously I was just praising Neil Patel, yet found another great inspiration from whom I can learn, a lot :D

    Thanks for such great write-up and your help.
    – BIshal Biswas

    Reply
    • Brian Dean

      Thanks Bishal. I appreciate your kind words.

      Reply
  • Dean

    Hey Brian,

    I’ve got a few questions that have been on my mind about this:

    1. What’s your thoughts on using the same structure you/Derek Halpern for your YT videos, for this video? – I know you do things different here

    2. Do you recommend branding our video as part of our TV series (The Dean Phillips Show for example)?

    3. Would it be a bad move to also place this up on youtube for extra traffic (sent to our content upgrade?), as well as Wistia with a content upgrade on the SSP?

    Thanks man :)

    Reply
    • Brian Dean

      Hi Dean,

      1. You can use a similar format. That format works well for any videos, not just YT videos.
      2. No. You want this to seem more exclusive.
      3. I wouldn’t do that.

      Reply

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Brian Dean is the founder of Backlinko, the training hub for digital marketing professionals with over 60,000 monthly readers and a popular email newsletter. Continue reading