A web landing page – also called a squeeze page – is a web page created to solicit opt-in e-mail addresses from potential customers or subscribers. Visitors enter their name and e-mail address, usually in return for a free download such as a white paper or e-book. Most squeeze pages have four key sections:

1. Headline – Grab the user's attention quickly with a captivating offer.

2. Sub headline – Pull the visitor deeper into your message.

3. List of benefits – Highlight exactly “what's in it for them!”

4. Subscription (opt-in) form – The “submit” button that captures the e-mail address.

Here are 4 easy steps for getting it done:

1. Builde your website page Since squeeze pages are basically a fomula, you can do-it-yourself, or hire a squeeze page specialist. Consider SiteBuildIt or Squeeze Page Generator if you go the do-it-yourself route. I outsource to a web designer at Webmasterforhire.biz. Another web design firm is Retina.ro.

2. Craft your opt-in offer Squeeze page offers are often “information products,” such as free reports, e-courses, e-zine subscriptions or other compelling “introductory” offers, often available for instant download when your visitor opts in. Perhaps you've already written an article that could be repurposed as an information product offer. Review some successful squeeze pages and offers to get ideas for your product offer. A few examples include: 136 Ways to Market Your Business, Client Abundance , and Achieve Your Dream Coaching.

3. Use an autoresponder You can automate the entire process, from opt-in and follow-up e-mails to sales and fulfillment, with an autoresponder and “shopping cart” software. These programs also allow list management, e-newsletters, product downloads, and other features. Aweber is a popular auto-responder. I use Easy Web Automation. If you're selling products online, you'll also need a service like PayPal.

4. E-Mail with care! As you build your list, you can create trust and credibility over time by staying in contact with your client database. Stay in contact with useful, relevant information and don't make the mistake of spamming your list. Once you've proven your value to your members, you can begin to market your products or services. Pink Spoon Marketing is a great example of utilizing a “product funnel” for your database. (It's also another example of an effective squeeze page.) Many autoresponders include e-mail newsletter functions. Another option is an e-mail service such as Constant Contact.

One other thing to keep in mind:

Google has changed the way they rank squeeze pages, so be sure to keep these guidelines in mind:

•Squeeze pages should no longer be single page websites – 4 or 5 pages is best

•Site content should be about 200 words

•Include links on your home page linking to your pages with similar content

•Place the links at the bottom of your home page

•Talk to your webmaster about site optimization