Landing page, squeeze page, lead page (or lead capture page)... You often find various terminologies whenever you read or hear about online business how-to's. They were just talking about 'landing page strategies' a minute ago, why are they talking about 'lead' pages now? What's the difference between them?
They're basically all the same; has the same goal, which is to convert visitors into sales or leads. Usually they are a one column page - no sidebar menu, so that users can simply view from top to bottom without being distracted by other information.
It's called 'landing' page because as a website owner, this is the page you want your visitors to land on. Whether via a search engine or advertisement, users click a link and are directed to this page. As opposed to blog pages, a landing page serves as your brand signature, so it has your business information and typically has one of the following or both;
- an opt-in form (asking a user to sign up with you)
- a CTA (call-to-action) button ("Buy Now", "Find Out More" etc)
A lead page is a landing page but the primary purpose is to capture leads - i.e. to invite users to sign up with you. So it has an opt-in form where they enter their email address and click to receive the information you're providing.
The opt-in form can collect users' other details such as first name, surname, phone number or address. But the sole objective of a lead page is purely to collect as many leads, so a 'successful opt-in form' should be made easy & simple for the users. Just an email address box and a submit button. Additional box for user's name if really necessary, but no more. Unless there's a specific purpose, for example you're giving out different gifts for different genders, or in need of adding "Are you over 18?" checkbox.
It's a landing page specifically to 'squeeze' users into your business, i.e. a page with either an opt-in form or a CTA button. As the name suggests, the approach is a little more assertive. Typically;
- Just a headline, no more than two lines of sub-headline, and an opt-in form, all fit in the above-the-fold, so that the user can instantly recognize what you're selling without having to scroll down.
- Or, it can be a longer sales letter but the content is enticing and more importantly, there's only one link destination. Whatever hyperlink/button in the page is clicked, the user is directed to opt in, or buy the suggested product. No menu bar or any elements to distract the user. No additional information to say "by the way, we also offer...".
So They're Not Really The Same?
As explained above, each term has slightly different meanings against others. Well, if a page doesn't have an opt-in form it cannot be called a 'lead' page, but you know what, no one will tell you off if you call your page one way instead of another! The main thing is how effectively your page is generating leads or income. To recap,
- A landing page can be a lead capture page and also a squeeze page. It's a brand signature page, so it should contain a clear and useful information.
- A lead capture page should have an opt-in form and the form should be simple.
- A squeeze page should have one goal - to convert visitors into either sales or leads. There should not be any additional distractor information anywhere in the page.