One of the most overlooked aspects of web marketing is link text – those little words we use to link pages together. Not only does link text impact SEO but it also impacts how many people actually click on your links. Do you have text on your site that says “click here” or “learn more” – or better yet just “more”? Ever stop to think about why someone would want to click on that link?
We know that people like to scan content until they find what they are looking for. When you scan through a page are you more likely to click on a link that says “click here” or “request a product demo”? Most likely the latter. But it’s also not just about being more descriptive with your links. You need to take it one step further.
In the example above I used the link text “request a product demo”. What if I told you that changing “request a product demo” to “get a product demo” would increase your click through rate by 100%, would you believe me? Well I can tell you that I’ve done A/B test that have received results like this and more. Changing and rearranging your link text to try different variation can have a huge impact on the number of people clicking on your links.
Now let’s look at the impact this could have on your lead generation programs. We’ll use the same demo link example from above. Lets say that for every 100 people you send to your demo form, 20 people complete the form. In this case, if the “request a product demo” link sends 100 people per day to this form you would get 20 completions per day. Now, change “request” to “get” in your link and consider the impact. By doing this, you have not only doubled the number of people coming to your form (100% increase in click through rate), but you have doubled your number of completions – all else being equal every 100 people complete the form 20 times.
Testing your link text is time well spent. Now go through your site and look for opportunities.