Squeeze Page: Step-by-Step Tutorial (+ Template)

Are you struggling to build your email list and drive conversions?

A well-crafted squeeze page can be your secret weapon.

In fact, high-converting squeeze pages are one of the main reasons Backlinko’s list has grown to 177,310 email subscribers:

In this post, I’m going to show you EXACTLY how to make a squeeze page—step-by-step.

We’ll cover everything from writing compelling headlines to essential optimization strategies.

All with real-world squeeze page examples to guide you along the way.

By the end, you’ll have the tools you need to create a squeeze page that drives results.

Let’s dive right in.

What Is a Squeeze Page?

A squeeze page is a specific type of landing page used to collect email addresses from visitors.

The term “squeeze” comes from its design.

It limits distractions and options—essentially “squeezing” an email address out of potential subscribers by offering something valuable in return.

What’s the Difference Between a Squeeze Page and a Landing Page?

While all squeeze pages are landing pages, not all landing pages are squeeze pages.

The difference?

Focus.

A landing page might promote multiple products or services.

It could also have varying calls to action—like filling out a form, clicking through, or making a purchase.

A squeeze page has one singular goal:

Collecting email addresses.

It strips away everything else. No extra links. No navigation.

Just one clear action—subscribe.

With that, here’s how to create a squeeze page.

Step #1: Write Your Headline

Your Squeeze Page headline is REALLY important.

And I have great news:

Writing a Squeeze Page headline is super simple.

All you need to do is state a clear outcome that people will get from signing up.

That’s it.

For example, the headline on our Squeeze Page is “Proven SEO Tips Straight to Your Inbox:”

Here are a few other headlines you can use:

• Learn How to _____ In _____ Minutes
• New Case Study: How I Lost/Gained _____
• Learn How _____ Makes _____ Per Month
• Get _____ With Less _____
• Free Newsletter: Insider _____ Tips From Experts

Step #2: Make a Compelling Offer

OK, so you’ve hooked someone with your headline.

Now it’s time to let them know EXACTLY what they’ll get.

For example, on this page we offer people a detailed SEO case study:

And on my other Squeeze Page I pitch exclusive tips that I only send to newsletter subscribers:

Here are a few other lead magnets that you can offer on your Squeeze Page:

• Ebooks
• Reports
• 7-Day Email Courses
• Videos
• Templates
• Whitepapers

The question is:

What should YOU offer on your Squeeze Page?

Here are a few ways to find something that your audience wants so badly that they’re willing to hand over their email to get it:

Look for questions people ask on forums and online communities

If you see the same question or problem pop up again and again, you know you have a winning topic on your hands.

For example, the Paleo subreddit is PACKED with keto recipes:

So a cookbook or one-week keto meal plan would be an amazing lead magnet.

Something on a topic you can cover better than ANYONE else

In other words:

Create a lead magnet on a topic that you can hit out of the park.

Why?

This will make your lead magnet instantly stand out.

Most lead magnets are the same “10 ways to X” nonsense.

But when you offer something unique, people are MUCH more likely to sign up.

For example, one of my Squeeze Pages offers people a step-by-step case study that they can’t find anywhere else.

And that Squeeze Page converts at 21.7%.

(For reference, a click-through rate (CTR) above 2% is considered good, while a CTR of 5% and above is considered excellent.)

Check out courses in your niche on Udemy

For example, let’s say that you run a blog that helps people learn Excel.

First, find a best-selling course on Excel.

Then, take a look at the course outline:

Then, create a lead magnet on one of the topics that you find.

Why? Think about it:

This is information that people are paying for.

So when you offer content on this topic for free on a Squeeze Page, people will be happy to hand over their email address.

Step #3: Use Multiple Opt-in Forms

Here’s a big mistake a lot of people make with Squeeze Pages:

They only use ONE opt-in form.

And it KILLS their conversion rates.

Instead, I recommend using 2, 3 or even 4 forms.

For example, I use two opt-in forms on my squeeze page.

One above the fold:

And another at the bottom of the page:

That way, I give visitors two opportunities to subscribe.

Bottom line? Include several opt-in forms on your Squeeze Page (at least two).

Step #4: Add a Call to Action

Your next step is to include a strong, clear call to action (CTA) on your page.

In other words:

Tell people EXACTLY what to do next.

For most Squeeze Pages, your CTA will be something like: “Join My Newsletter”.

In my case, I go with the straightforward “Try it”.

That said, the best CTA for you depends a lot on what you’re offering.

For example, if you’re giving away an ebook, you probably want to use a CTA like “Get the Ebook”.

And on this page where I’m pitching a case study, my CTA is: “Click to Access The Case Study”.

Don’t overthink this step.

As long as your CTA is crystal clear, you’re good to go.

Step #5: Use Social Proof

Social proof—using the experiences of others to build trust—is one of the BEST ways to get more conversions on your Squeeze Page.

Why?

These days, people are SUPER reluctant to hand over their email address.

(Even if you offer an awesome checklist, case study, or ebook.)

Enter social proof.

Social proof tells potential subscribers, “Relax. Lots of people have already signed up. And they love the newsletter. Go ahead and sign up.”

What kind of social proof should you use?

Well, most people show off how many subscribers they have.

(Or, how many people have downloaded their lead magnet so far.)

In my case, I show off logos of places that I’ve been featured:

I was also fortunate enough to have Forbes talk specifically about my digital marketing newsletter:

So I feature that mention at the bottom of my Squeeze Page.

The question is:

How can you use social proof if you don’t have hundreds of subscribers or a feature on a major news site?

It’s easy:

Use testimonials.

(Just like you would with a product or service.)

In other words: Show off a quote from someone who LOVES your newsletter or lead magnet.

For example, Noah Kagan’s Squeeze Page has a quote from a happy subscriber.

Specifically, what they learned from his newsletter:

Nice.

The big takeaway is this: the more social proof you generate, the better your page will convert.

Step #6: Remove Distractions

When I first started building Squeeze Pages I’d keep my normal site navigation at the top of the page:

And it was a HUGE mistake.

The “big idea” behind a Squeeze Page is that you give people ONE option on the page.

(Sign up.)

And if your page has a sidebar, navigation and links to other pages on your site, your conversions are gonna tank.

That’s why today I strip out my navigation so the focus is on my offer:

And I recommend you do the same.

Step #7: Build Your Squeeze Page

OK, so you have your Squeeze Page content ready to go.

Now, it’s time to actually build your page.

When it comes to creating your Squeeze Page, you have three main options:

Option #1: Use a WordPress Plugin, Theme, or Page Builder

Here’s where you install a plugin or theme on your site that lets you create a custom-designed Squeeze Page.

There are a million of these. But some of the most popular include:

• Thrive Themes
• WordPress Landing Pages
• Elementor

Honestly, if your site runs on WordPress, you can’t go wrong with any of these options.

Plus, you can literally get your Squeeze Page live in a matter of minutes.

The downside is that you may not get your page to look exactly how you want.

But most of these WordPress plugins and themes have nice out-of-the-box templates that you can easily customize to meet your needs:

Option #2: DIY Page

In other words:

A page that you custom build and code from scratch.

This might be your best bet if your site doesn’t run on WordPress (for example, you use Shopify or Wix).

But you may want to go this route even if you DO use WordPress.

In fact, our Squeeze Page is custom-built even though Backlinko runs on WordPress:

So:

Why would you want to go through the hassle of a custom page if you use WordPress?

It’s simple:

You can make your page design look EXACTLY the way you want it to.

Plus, it won’t have that “template look” that can turn off a lot of people.

For example, something like this simply wouldn’t be possible with a template:

If you go with DIY, I recommend hiring a pro designer on a site like 99Designs.

Then, get a coder to code it up as a WordPress page.

This sounds complicated and expensive. But you can usually get this entire process done for a couple hundred bucks.

Option #3: Landing Page Builders

I’m talking about tools like Leadpages and ClickFunnels.

These are similar to WordPress-specific page builders.

But the big difference is that they integrate with tons of different content management systems (CMSs).

Plus, you can customize them like crazy.

And because this software exists to make Squeeze Pages, they tend to convert pretty well.

In fact, we used a Leadpages template for our Squeeze Page for YEARS:

And it converted for us.

But as you can see, the page doesn’t look great. And that was after LOTS of customization.

So I ended up working with a designer to make a page that fit our brand.

Step #8: Use an Exit Intent Popup

Your last step is to use an Exit-Intent Pop-up on your Squeeze Page.

This pop-up appears when a visitor is about to leave the page, giving you one last chance to capture their email.

Here’s an example of our exit-intent pop-up in 2019:

Honestly, this won’t make or break your conversion rate. It’s like throwing up a Hail Mary.

But you have nothing to lose. So, you might as well use it.

In fact, our pop-up adds a solid 1% to our Squeeze Page’s conversion rate.

(Instead of 14%, it converts at 15%).

My one recommendation is to offer something different in your pop-up.

Otherwise, you’re pitching the same thing twice.

For example, our Squeeze Page pitches our email newsletter.

And our popup offered people a PDF guide.

Putting this all together, here’s a Squeeze Page template you can use:

Step #9: Optimize For Search Engines

Is your Squeeze Page going to rank for competitive keywords?

Nope!

You need amazing content and backlinks for that.

But that doesn’t mean you should completely ignore your Squeeze Page’s SEO.

So, I recommend including a super low-competition long-tail keyword in your page’s content.

For example, let’s use Semrush’s Keyword Overview tool to analyze the keyword “digital banking conference.”

It gets about 90 searches per month:

But it also has a “Keyword Difficulty” of 13.

This means a landing page has a real chance of ranking for that term.

By targeting these niche keywords, you can attract highly relevant visitors and boost your chances of conversions.

To make sure we fully optimize your squeeze page, here are a few additional strategies:

Include Keyword-Rich Headings

Incorporate your long-tail keyword naturally into H1 and H2 headings. This helps search engines understand the focus of your page and improves your ranking for relevant searches.

Improve Page Speed

Fast load times are essential for keeping visitors on your page and boosting SEO rankings.

Compress images, reduce unnecessary scripts, and use tools like Google PageSpeed Insights to ensure optimal performance.

Focus on Mobile Optimization

Ensure your page looks great and functions smoothly on all devices.

Mobile optimization boosts rankings and enhances user experience across different screen sizes.

Write a Compelling Meta Description

While meta descriptions don’t directly impact rankings, they can improve CTRs.

Write a clear, keyword-focused description that entices users to click:

“Get your free digital banking ebook today!”

Step #10 Measure and Improve Squeeze Page Performance

To make your squeeze page truly effective, you need to track and refine its performance over time.

Here’s how I keep tabs on performance and make improvements:

Track Conversion Rates

Your primary metric: conversions.

Use Google Analytics to track how many visitors actually sign up. Aim for a conversion rate of at least 10%—but keep pushing higher.

Examine Heatmaps and User Behavior

Heatmaps (via tools like HotJar) show where visitors are clicking, scrolling, and spending time.

Monitor Bounce Rates

A high bounce rate means people are leaving before taking action.

If you notice this happening, revisit your headline or offer. Something’s not clicking.

If people aren’t engaging with key elements, it’s time to rethink your layout.

A/B Test

Test everything—headlines, CTA buttons, images.

Run split tests using platforms like Optimizely to see what resonates best with your audience.

Common Squeeze Page Mistakes to Avoid

Even with a solid squeeze page, there are some common traps.

And trust me, I’ve seen them all.

If you’re not careful, these mistakes can sink your conversion rate—fast. Make sure you avoid them.

Too Many Distractions

The more options visitors have, the less likely they are to take the action you want.

Keep your squeeze page laser-focused by avoiding unnecessary links, buttons, or competing CTAs.

Simplicity wins.

Ignoring Urgency

Failing to create urgency can result in missed conversions.

Urgency tactics, like countdown timers or limited-time offers, can encourage visitors to act quickly.

For instance, SeedProd uses a countdown timer on its squeeze page to maximize opt-ins.

The “fear of missing out” is real—and it works.

Requesting Too Much Information

Asking for too many details upfront can put people off.

For example, HubSpot asks for a ton of info.

They’re not just looking to get email subscribers. They want leads that they can turn into customers. So collecting all this info makes sense for them.

But if your goal is to get subscribers, limit your form fields to just the essentials, like an email address. You can always collect more information later.

Weak Offer

If your lead magnet isn’t compelling, visitors won’t feel motivated to sign up.

Make sure what you’re offering is valuable and relevant to your audience. The better the offer, the higher the conversion.

Vague CTA

A strong, clear call to action is crucial. Don’t use generic phrases like “Submit.”

Instead, go for action-driven CTAs like “Get Your Free Guide” or “Start Today.”

Slow Page Load Time

Visitors won’t wait for a slow page to load.

Make sure your squeeze page is optimized for speed to keep people from bouncing before they even see your offer.

Go from Leads to Loyalty

Creating a squeeze page is the first step in building a powerful email list.

You’ve laid the foundation. Now it’s time to make the most of every new subscriber.

By focusing on engaging follow-ups and strategic communication, you’re not just collecting email addresses—you’re forging connections that drive long-term growth.

For more advanced strategies to keep the momentum going, check out my guide on email marketing.

It’s packed with insights on how to nurture your leads, boost engagement, and ultimately convert subscribers into loyal customers.