Friday, August 22nd, 2014

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HubSpot – How to Write Call-to-Action Copy That Gets Visitors Clicking

HubSpot - How to Write Call-to-Action Copy That Gets Visitors Clicking

By: HubSpot

Good writing matters in marketing; being able to articulate ideas clearly is key to capturing the attention of prospects. Let’s take calls-to-action as an example. If the copy you craft doesn’t draw visitors in, that can hurt your click-through rate, lead conversions, and ultimately, sales.

“People looking for information are looking for text, not pictures,” writes copywriter Dean Rieck, analyzing the results of an Eyetrack III study. Visitors focus on the words in text ads more than on the graphics. So in this blog post, let’s discuss some key copywriting lessons you should apply to the process of crafting successful calls-to-action.

1) Begin With Subjects & Verbs

The very first piece of advice in the classic book Writing Tools encourages writers to start sentences with subjects and verbs. In the English language, we read from left to right, and verbs and subjects help us to quickly glean the meaning of a sentence. As basic as these facts may be, acknowledging this when crafting your online call-to-action is crucial when the attention of readers is more elusive than the shadow of a flapping bird.

Surprisingly, a lot of companies don’t seem to consider this in their call-to-action copywriting. A quick visit to The New York Times‘ website revealed a bunch of paid ads that were hiding their verbs in the bottom right corner, or were missing them altogether. For example, check out the screenshot of an exhibit ad from the site’s Arts section. This call-to-action copy could be drastically improved by adding a vibrant verb at the very top, maybe something along the lines of ‘Peek into the world of dead sea scrolls.’

By not including a verb in the CTA copy, you aren’t prompting readers to take action, which can hurt the click-through rate of your call-to-action and negatively impact conversions.

In fact, verbs are the part of speech that generate the most shares on Twitter, which HubSpot Social Media Scientists Dan Zarrella reported in his Science of Social Media research. It turns out that verbs beat adverbs, adjectives, and nouns in terms of their potential to attract Twitter shares!

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