How to Build a More Persuasive Website Using Language

Links. Buttons. Bells and whistles.

These things are great. But ultimately it’s about what your website says that convinces people.

If you’re in the mortgage, real estate, or insurance industries, you know just how emotional these businesses can be.

They get to the heart of what people need. A person in search of a mortgage is a person really in search of a home. A person in search of insurance is really in search of security.

As a professional and consultant, your goal is to satisfy those needs. But you won’t be able to do it if you can’t first convince your prospective clients that you’re the one to do it.

And it begins with the language you use.

There is a lot that can go into content on a website. You can use:

  • Videos
  • Downloads
  • eBooks
  • Brochures
  • Calculators

These all count as “content.”

But at the heart of your content is what your website actually says.

If you aren’t getting the results you want, it may be time to reconsider whether your website is as persuasive as it can be. And that means looking at the language itself. Let’s look at some tips for making your writing more persuasive.

Defining a “Trigger” Word and What It Means

Emotional “trigger” words are simple. If I say “cookie,” that triggers a response from you: you imagine something tasty and sweet.

It works the same way with persuasion.

Words carry power. They carry meaning. And if you want your web site’s language to be more persuasive, you have to learn the “emotional code” that goes into crafting the language your audience is going to read.

There are many different triggers, and we’ll explore them one-by-one. They include:

  • Scarcity
  • Hurry
  • Security
  • Value

If you’re going to convert a potential client into an actual, bona fide lead, then you’ll have to know which kinds of words help communicate that your service is right for them. Let’s explore them now:

“Scarcity” Words and Their Impact on Persuasion

A “scarcity” word, or a “need” word, is one that has an emotional trigger that reminds someone of the problem they’re trying to solve.

After all, there’s a reason a visitor comes to your website. You have a solution, and they have a problem or a need to fill. And they want to know if you’re the one who can help them out.

The term “scarcity” is a general term that can refer to any number of words that communicate a need or a lack. For example, a “First Time Homebuyer” may be typing in words like that into search engines because they know that they don’t’ have a lot of experience in this area. The words “first time” reflect the kind of security they’re seeking.

When using these types of words in your website—in your content as well as your headlines and titles—you may be targeting a certain type of client. But you don’t have to limit your site’s content to just them. You can use something like “First Time Homebuyer” on a landing page to create a highly targeted piece of content that responds to their needs.

After all, if you already offer those kinds of services that make first time homebuyers feel secure, there’s no reason you shouldn’t use the appropriate language to communicate that.

“Hurry” Words and How They Make a Compelling Argument

Words like “Now” or “Today” communicate a sense of urgency, or “hurry.” Why is this so emotionally powerful?

Because they emphasize the need to get things moving quickly.

It may in fact be to the client’s benefit to take action now, especially if the real estate market is favorable or if they can lock in low insurance prices for themselves.

“Hurry” words can be especially effective as they relate to your calls to action. Your call to action should include the following elements:

  • Visually obvious. A high-quality CTA button will be easy to spot, giving any visitor to your website an obvious step forward.
  • What is the content that makes something compelling? You’d be surprised at how one word can change “Get a Quote” into something far more intriguing like “Get a Quote Now.” There’s something that suggests it’s time to hurry, to get ahead with the process about that word “now.” It’s important to include it when you can.
  • Creating intrigue. What comes next in the process? They can only find out by clicking now. Clicking today. Those two words will have a dramatic impact on the amount of intrigue you generate with the use of your CTA buttons.

Security Triggers and How You Can Solve Their Problems

You know that your role is essentially to offer a person security and peace of mind. Not physical security, like a bodyguard might. But financial and emotional security—the security that comes with owning one’s own home or being properly covered by insurance.

That’s where “security” triggers come in.

The words you might look for here include anything from “Our Team” to “Get Pre-Approved.” The key here is to communicate that by working with you, someone will have someone on their side.

You can communicate this beyond trigger words, as well. By incorporating personal elements and trust elements on your website, you inherently communicate that your business is one that they can trust.

That trust is absolutely integral.

You can also build trust up over time. You can start by offering free content with no strings attached. The more you offer quality, the more the potential client will come to see you as someone on their side—someone offering good advice without expecting anything in return.

There aren’t many more effective ways to build trust than to be worthy of that trust in the way you conduct business. And that begins on your website.

Value Words: Portray the Services You Provide

No one is going to click on a call-to-action if they don’t think that you’re going to offer them value. When it comes to persuasion, value is the name of the game.

Are your services valuable?

If they agree to work with you, will they get their money’s worth?

Those two central questions are at the heart of many clients’ decisions, which is why it’s so important to demonstrate that you bring a lot of value to the table.

How do you do that?

Think about trigger phrases like “Mortgage Calculator.” There’s nothing in that phrase that screams “I have value.” But your goal here isn’t to tell anyone that you have value.

Your goal is to show it. Something like, “Calculate Your Monthly Payment Now!”

Show it by adding more elements on your website that they can enjoy. Elements like landing pages specifically dedicated to their specific needs. Elements like an “Our Team” section that demonstrates who they’ll be working with, and why they’re qualified.

These elements portray you in a professional light. They’re essential if you want someone to reach out to you. They’re imperative if you plan on getting a lot of business out of your site.

And if you want help with that, I have something of value to offer you: a free trial of leadPops. That free trial is a great introduction to learning how to tailor your persuasion to your specific audience.

Andrew Pawlak

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