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.
Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022
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.
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.
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.
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.