How many times do you post links to your website on Facebook? Probably more than you can count, but do you know how many people have actually clicked those links?
Posting a link to your website isn’t enough to get people to click. You have to engage them and give them a worthwhile reason to drop everything and go to your site.
Though it’s not always an easy task, corralling people to your website gets easier when you have great copy to set them up. And the more clicks you get, the better chances you have to engage a prospect.
Here are five reasons your Facebook copy isn’t driving clicks to your website and what you can do to optimize your Facebook advertising strategy.
1. You take too long to make your point
There’s a reason why Charles Dickens’ novels are long and lengthy. When his stories first ran, he was paid by the word. The more words he used to describe (and describe again), the more money he made.
When it comes to Facebook content, however, the opposite strategy applies. Your copy should be short, snappy and to the point. Facebook users scan their newsfeeds. If they see a big block of text in your posts, there’s a good chance they’ll scroll right by and they won’t bother clicking the link to your site. Use visual content in addition to snappy content to engage users and encourage them to visit your website.
A few more tips to make it short: Avoid using long or uncommon words. Write in short sentences. Skip the click bait and go for a clear, concise message on why followers should click.
2. Your content is unclear or ambiguous
Have you ever read the intro to a news story and thought, “Wait, what did that even say?” Some copywriters try to cram so much information or detail into a post that the post becomes impossible to read or understand. If your followers can’t understand what you’re saying, then there’s no way they’re going to click your link.
An easy way to fix this is to have your colleagues read over your copy before you post it. If they’re confused, then you know you need to rework your copy. A second set of eyes before Facebook content goes live is always helpful.
3. You have a weak (or no) call-to-action (CTA)
Your CTA is perhaps the most important part of your copy. It’s the driving force that convinces followers to click to your website. Though it can be as simple as “click to learn more,” your CTA needs to fire up readers and give them a good reason to click.
Keep these tips in mind when writing CTAs:
- Use active verbs
- Convey urgency
- Add humor or emotion
- Keep them simple, short and uncomplicated
- Highlight what your reader will accomplish when clicking the link (download the ebook, watch the presentation, learn these tips, etc.)
You don’t have to work all of these tips into a single CTA. If you’re unsure about which CTAs are effective with your demographic, split test your CTAs on posts or ads and see which ones do the best. Your demographic might not respond well to the CTA you thought they would, so it’s good to test out several and look for trends or patterns.
4. You use too much jargon
Every industry has its own jargon, but not everyone in the industry knows the jargon. Jargon is great for discussing business with your colleagues, but even within industries, jargon changes and differs depending on who you are talking to. You don’t want to alienate potential customers, so instead of jargon, keep it simple. Use everyday words in your content. It will be understood by more followers and make them feel comfortable to click your content.
5. You’re repetitive
If no one read your copy or clicked the link the first time, what makes you think they’ll do it if you re-post the same thing again? Keep it fresh and offer something new to the reader each time you post content on Facebook.
If you think you’re getting lost in your own copy, return to your core goal. What do you want to happen when someone clicks the link? Will they see a new product? Make a purchase? Read your blog? Sign up for email updates?
Now list out all the reasons why someone should click your link. If it’s to a blog post, you might include:
- Learning something new
- Being entertained
- Keep up with industry news
- Gain a skill
- Solve a problem
Now craft these and other ideas into compelling copy that will encourage readers to click. At the end of the day, it’s about creating content that connects with your audience and solves a pain point. Provide them with the information they seek and you will see your clicks increase.