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August 14, 2007

SEO Copywriter: SEO Copy Writing Power Tip

If you're an SEO copywriter like I am, you should pay attention to this column from my favorite conversion specialist, The Grok, alias Jeff Eisenberg & company.

He begins with a title I love: Stop Being a "More-on"! This great play on words & the advice is priceless. Heeeeeeeere's Jeff.

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Impotent call to action hyperlinks like "read more," "click here," and "submit" sometimes make me feel embarrassed for the website owner. They should know better.

On Lost Remote, Don Day's TV blog, he got me thinking again about calls to action:

"Don't be a "more-on" ….That’s a mantra I repeat in our newsroom often. Why it’s so easy to write a generic, cookie cutter web tease that says “for more on this story, log on to our website at klmn.com.” Dumb. Very few viewers will actually follow through."

Dan is right and what he says applies to the Web.

Persuasive call to action hyperlinks should include an imperative verb and a benefit.

For example, which hyperlink is more persuasive: A or B?

A. Steve found an investment secret that changed his life. Read More

B. Steve found an investment secret that changed his life. See how Steve doubled his income in one year.

This technique is easy to learn. So, please, stop being a more-on!

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I am a reluctant SEO copywriter & you can be sure that I will remember this great tip. How about you?

Posted by SydneyJohnston at August 14, 2007 9:23 AM

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