Whether you want your audience to sign up for a newsletter, download a whitepaper, subscribe to your blog, or complete another call to action, you need compelling, attention-grabbing copy. How do you persuade your visitors to take the next step?
Many people treat opt-in copy as an afterthought: “Oh, while you’re here, sign up for our newsletter.” In fact, this can be a big opportunity to persuade your audience to complete a desired call to action. Some tips that will help you create a message that resonates with your visitors:
- Identify who you want to target. What is your market? This helps you determine what type of content works best for them – and how best to promote it.
- Spend most of your time on your headline. This is, by far, the most important element of your opt-in copy. Studies show that the vast majority of visitors only read the headline – if you don’t grab them then, forget about it. Be sure to tell them what they are going to get out of the deal. In other words, why should they sign up for the newsletter/RSS feed/whitepaper? Does it have tips, advice, or guidance? Will it entertain them? Is it relevant?
- Solve a problem or scratch an itch with your copy. What are the “pain points” of your audience? What are their concerns? What can you help them resolve? Identify the challenges your audience is likely facing, and then propose a solution. Show them what is in it for them.
- Tell them you have the answer. Why should they believe? Are you an expert in your industry? Do you have proven systems or processes? Give your audience a reason to believe that completing that CTA will help them conquer their problem, overcome their challenge, or better position themselves for success.
- Offer a clear CTA. Do your visitors know what you want them to do – and what they will get out of it? An ambiguous CTA, such as, “Act Now!” does not give them the information they need to make a good decision. Most will bounce right there. Instead, make sure it is simple and direct: “Sign up for our newsletter,” or “Download you free copy.” A clear CTA will increase the amount of people who opt-in.
- Provide a short opt-in form. A good rule to remember is that the shorter your opt-in form (i.e., the less information you ask your visitors to provide) the better. You will get more people to opt-in when your forms are simple and quick.
Opt-in copy can help you turn visitors into repeat visitors, customers, and fans. While a CTA to sign up for your newsletter or an email list may sound trivial, it is one of the most important locations on your site. The best tip is to take time to craft a meaningful message that will impact visitors.