Digital Sales & Marketing
Digital Sales & Marketing

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Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

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Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

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They Ask, You Answer
They Ask, You Answer

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

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Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

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Case studies

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They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

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Virtual Selling
Virtual Selling

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

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Virtual Selling Summit

Virtual Selling Summit 2021 is in the works. In the meantime, enjoy the entire 2020 event on-demand, free for IMPACT+ Pro Members.

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Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

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Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

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The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

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Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

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Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

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HubSpot Training Day

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Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

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Web Design
Web Design

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

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Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

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88 compelling words and phrases to prompt website visitors into action [Infographic]

88 compelling words and phrases to prompt website visitors into action [Infographic] Blog Feature

Kaitlyn Petro

Director of Operations, 7+ Years Of Digital Marketing Strategy, Project Management, & Process Creation Experience

June 7th, 2020 min read

As consumers’ buying behaviors evolve, the way we sell needs to evolve to match.

But what does that actually mean for marketers and the digital world?

For starters, we need to ensure our websites are optimized not only for the best possible user experience, but for the one that will get them to take action.

The right feel, colors, design, images, and content are all extremely important elements that influence the buyer’s journey.

Even more granular, our calls-to-action, forms, header hierarchy, personalization, automation, and language can also affect the way a website visitor acts.

Social Media Today recently published an infographic by Ashlyn Writes that focuses specifically on influencing the actions of website visitors through words and phrases.

Depending on what action you’d like your visitors to take, some language choices have been proven to be more effective than others, due to a particular psychological response.

Below is a summary of the 88 compelling words and phrases curated by Ashlyn Writes that are worth testing on your website to improve your conversion rate.

Four types of actionable words and phrases to use in your content

Conversion copywriting can be hard to master, but it is essential. We use it in our emails, website and landing pages, blog articles, and social media posts. The way we write and portray our messaging can have a large effect on our conversion rates.

By focusing on four main groups of words and phrases, marketers and salespeople can optimize the content they create in order to elicit the action they want their audience to take.

1. Exclusivity

Examples: Some examples of this type are: members only, become an insider, VIP, only available to subscribers, and log in required.

Why It’s Effective: People want to feel important. By positively labeling those who join our Facebook group, subscribe to our blog, or become a loyal member, as a community, we can create a “special” and inclusive feeling. For the people who aren’t a part of any of those things, they often want what they can’t have. They want to be one of the exclusive few.

Where You Can Use It: Like IMPACT’s own IMPACT Elite, a Facebook Group that accepts certain people as members can be a great place to imply exclusivity. It’s not a group for just anyone, so the people who are a part of it know they’re special.

2. Scarcity

Examples: To master this, try phrases like: limited offer, last chance, spots running out, and early-bird rate ends soon.

Why It’s Effective: Psychology has long proven that when something seems limited in availability, it’s natural for people to want it more -- and want it faster. (Think of FOMO -- Fear Of Missing Out -- for example.)

Where You Can Use It: In the digital sense, try using these phrases when you’re hosting an online event or selling tickets online to a physical event. For example, host a webinar with limited spots or create early-bird pricing for tickets to a live event.

3. Lower risk

Examples: Some lower risk words include: certified, money back guarantee, tried-and-true, reliable, endorsed, and best-selling.

Why It’s Effective: By using lower risk words, you’re implying that the risk and potential monetary loss is minimal. People feel better about purchasing or clicking, because they’re somewhat “covered” if something goes wrong.

Where You Can Use It: An e-commerce store is a great place to try using lower risk words and phrases. Offer a product with a money back guarantee, or let them try the product before they buy it.

4. Power 

Examples: Some examples of power words are: best, bonus, complete, ultimate, promote, secret, win, and premier.

Why It’s Effective: Power words evoke emotion and trigger curiosity. Content that elicits relatable emotions is more likely to be shared than content that doesn’t strike a chord. Words and phrases that cause curiosity have a higher tendency to receive clicks and engagement due to the fact that people simply cannot resist knowing all the details.

Where You Can Use It: Try using power words on a landing page for a premium content offer. For example, don’t give away The Guide to Conversion Rate; give your audience The Ultimate Guide to a Sure-Fire Conversion Rate Strategy that Really Works.

Check out the rest of the words

The bottom line is that in order to increase your conversion rate, you’ve got to get your visitors interested -- and you’ve got to do this as quickly as possible. Using language that entices the visitor and intrigues them can help you do just that.

To view the full list of words and phrases, see the infographic below.


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