If you’re managing an active online presence, the more traffic you can get to your site, the better. Finding ways to drive more clicks and more visits to your site is a surefire way to get more visibility for your brand, more conversions on your site, and of course, a greater stream of revenue as a result. With a myriad of external links pointing to your website embedded or sandwiched in text, if you can optimize that text to increase the likelihood of viewers clicking through, you’ll enjoy the benefits.
Increasing Click-Throughs for Syndicated Links
Whether you’re working on building your domain authority for SEO through external links or building your brand reach through syndicated content on social media, there are dozens of places where you post links to your site on a regular basis. Cleaning up the text you use to introduce those links will give your users a more concise, more compelling message, which will increase their tendency to click your link and visit your site.
Increasing Click-Throughs for a Google AdWords Campaign
In a Google AdWords advertising campaign, you’re only going to pay for people who click on your advertising, up to your set budget. Therefore, increasing your total click-throughs will not increase the total traffic to your site—it will just help you hit your budget faster.
However, increasing your click-throughs on an AdWords campaign has a ton of other benefits. It can increase your Quality Score, which can indirectly give you a boost in rankings, and simultaneously lower your average cost per click and minimum bid—making your entire campaign cheaper in the process. High click-through rates are a sign of authority and quality, both of which are favorable qualities to Google, and Google always rewards the sites that play by its rules.
No matter what types of campaigns you run, you can use these strategies to optimize your text to get the greatest number of click-throughs:
1. Explain the unique value of clicking to the user.
There are a lot of links floating around on the web, and most of them are garbage. The average user is aware of this fact, and generally browses past hundreds of links a day without clicking a single one of them.
If you want to attract someone to click your link, you have to explain why it’s valuable for them to click it—either directly or indirectly. Complicating things even further, you have to explain why it’s uniquely valuable—why would your user click this link before any other similar links he/she encounters?
For example, if you’re posting a link on social media to a recent how-to guide you’ve written about repairing an old sink, don’t just post a link that says “Sink repair guide.” It’s too general, and it doesn’t explain what the benefit is of reading it. If, however, you dress up your language using something like “Learn how to stop your leaky sink and save moneyon your water bill,” you’ll be giving your users plenty of reasons to click through.
2. Call the user to action.
Using indirect language that compels a reader to take action is a subtle strategy that increases the chances of a user eventually clicking. You can’t be too blunt with this—using wording like “CLICK HERE!!!!” is going to alienate your users and earn you scorn from Google.
Instead, strive to use your language more subtly. Command words that start sentences like “Read how…” or “Join us” lead people to a natural conclusion that taking action is necessary. Imbuing your text with a sense of urgency, using words like “now,” “today,” or other time-related modifiers, can also increase your average user’s chance of clicking.
For example, if you’re running a promotion that includes a discount on users’ total orders, the phrase “Significant discounts applied to your entire order on our site” doesn’t exactly call a user to take action. On the other hand, something like “Join today and you’ll earn discounts of up to thirty percent on your next order,” calls the user to action immediately and also explains the unique benefits of clicking.
3. Tease, but don’t give away the full story.
This strategy is especially useful for content marketers trying to entice people to read more of their stories. You might see this strategy used for article teases that pop up on your news feed, and while it can be annoying if overdone, it can also be highly effective if used tactfully. Consider the article title, “This dog walks into a liquor store, and you won’t believe what happens next!” It’s bona fide click bait that will earn more links than a flat headline but might also give users a bad impression of the brand—the point in this exaggerated example is to show how the writer teases the full story without giving everything away. You can do the same thing for your articles to increase their appeal. For example, if you’ve written an article about a new exercise routine, you can tease it by saying something like, “Three weeks, and this exercise routine will have you six pounds lighter and happier than ever.” It implies the full body of the content without giving everything away up front. It lures the user to click so he/she can read more.
4. Make your copy ultra-specific.
Each phrase you use in your introductory copy should be as specific as possible. That doesn’t mean contradicting the mysteriousness we set in point 3, but it does mean refining your word choices to be as unique and specific as possible. In the example from the above point, we call the user out with indications of “three weeks” and “six pounds,” both highly specific values. If the title read, “This new exercise routine will make you lighter and happier than ever,” it wouldn’t carry nearly as much click power. Use numbers and specific adjectives whenever you can.
Users crave specificity because there’s a lot of content on the web, and if you write ambiguously, your text will fall into a pit of white noise, never to be seen or clicked.
5. Cut out any unnecessary words.
This step can be difficult, especially if you’ve added several words to make your text more specific, in compliance with point 5. However, cutting out any unnecessary words from your introductory text is a perfect strategy to put the final polish on your copy.
As much as users crave specificity, they crave conciseness. Fleeting attention spans and infinite volumes of content have significantly shortened the chance you have to capture a user’s attention. If your text has too many filler words, it will be gleaned over. If your text is too long, it will be ignored entirely. Study every word in your sentences and evaluate their necessity in your copy. Eliminate any that aren’t absolutely necessary for your message.
6. AB test.
There are some intangible factors that affect click-throughs, which can’t be concisely identified in a bullet point. Some users prefer the texture of certain words over others. Some prefer subtlety while other prefer frankness. You won’t know for sure until you test in the field.
Use AB tests to measure different variations of your copy against each other. Set each to run under similar circumstances, at similar times of day and on identical platforms, and measure which variation is more effective at generating clicks. Do a few rounds of this, and you should be able to form a clear conclusion on which text works best, and apply those findings to the remainder of your campaign.
Put these strategies to good use when writing any new text around your external links. Measure the results of your efforts, make adjustments when necessary, and eventually you’ll hone a near-perfect strategy to attract more people to your site through links.
Timothy Carter is the CRO for AudienceBloom. Since 1997 he's been helping businesses maximize their sales revenue from websites via content marketing, SEO and Internet Marketing strategies. Over the years he's written for publications like Marketing Land, Search Engine Journal, MarketingProfs and other highly respected online publications.