When it comes to making a website that gets clients, one of the primary calls to action you may have on your website is inviting your website visitors to sign up for your email list.
And even though a lot of therapists seem to be getting that 1) it’s a good idea for them to have an email list and 2) it’s good to prioritize building said list, they seem to be making some mistakes when it gets to 3) that words need to be well-crafted to make opting-in attractive.
The design of the optin matters but so do the words. The words need to draw website visitors in and not bore them or remind them of unfavorable online marketing experiences they’ve had in the past.
3 Optin Copy Mistakes That Repel People From Signing Up
1. Using The Word “Newsletter”
The word newsletter is not exciting. If your website visitors are at all web savvy, they may align the word “newsletter” with “spam” or, “those emails that I always throw into the trash bin without even opening them.” It’s wise to put some distance between your amazingly awesome, valuable emails and newsletters.
2. Withholding The Benefits
When you aren’t stating the benefits of signing up, you are asking people to sign up for an unknown. I don’t have metrics around this but I would guess that about 99% of people are not going to hand over their email address for nothing. “Sign up for our newsletter!” is not enough of an incentive.
3. Using Unappealing Button Text
The forms that are used to create optin forms sometimes come out of the box with words like “submit” or “send” across the button. And leaving that text there is a huge mistake. The consideration that you put into the benefits of optin in should extend to the words on that button. The button text ought to be motivating as well. A word like “submit” is kind scary if you think about it.
What To Do Instead
What we want to be doing is the opposite of these three mistakes. Instead of using the the term “newsletter” try using the name of your newsletter or just calling it an email list. Instead of withholding the benefits, clearly state the benefits of being on the list. And instead of using unappealing button text, use button text that is inviting and motivating, while still being concise.
What can you write to make opting-in attractive?
I would love to know what you think! Are you making any of these mistakes on your optin form? Are you getting the type of list growth that you want?