American journalist Nora Ephron had the view that “everything is copy”. That might be true. But it certainly doesn’t mean everything is good copy. When you’re trying to capture your audience’s attention, every word counts. Here we look at what it takes to write fantastically clickable links.
Best Practice: How to Write Good Link Copy
1. Make it clear
The beauty of Linktree is that your audience can discover links to content beyond your latest post. But to help them do that, you shouldn’t make your link copy too obscure. If you think your traffic might be coming from an Instagram post, think about the caption you used there, and how the link text can help your audience match the content to it. Be straightforward. You’ll reap the rewards in clicks!
eg: “Winter soup recipe: Spiced Pumpkin”
2. Conversational works
When writing copy for your personal brand or side hustle, you’ll need to define your ‘voice’. Good copy is often closely linked to the way you speak yourself. So it’s a-OK to be conversational in your links.
eg: “Looking to get in touch? Email me here!”
A myth about copy is that it has to be short. Short can be powerful, but there’s plenty of seduction in storytelling too. So long as your copy is enticing and audience-appropriate, it can be as wordy or wordless as you need.
3. Make it audience-centric
People react better to things which are super-relevant to them. In an ideal world your links would be all “Hi Marie, welcome back! Here’s that article you’re after.” But a way to deliver that personal touch is to be action-oriented. Think about what your audience wants to do and then write back to them.
eg “Want your own t-shirt? Shop it here”
And don’t forget, people might discover your Linktree from any number of places, whether that Instagram, YouTube, Linkedin, a messaged link…so make sure the context stands solo.
4. Get experimental
Linktree gives you click analytics, so use them to understand how your copy is working. Is your most-visited link one that surprises you? Study what the copy in it says – something’s working! Or shake things up, try something new and see how that affects your numbers.
And don’t be afraid to ask for feedback, from your friends, your followers and the Linktree community. The Linktree Facebook User Group is a great place for that.
5. Use buzz to your advantage
Why not test out meme language or puns – try using zeitgeist-y language that’ll amuse your audience.
But be warned: this stuff dates. Yes, your mom is even Netflix and chilling. So if you want to create a Linktree that’s going to serve you without much update, it’s best to avoid this style.
6. Balance your buttons!
A good link isn’t solely about the copy within it. Think about how the length of your button text affects the overall look of your Linktree.
If you’re using a busy background image, you might want to have some consistency of link copy length to simplify the aesthetics. Or if you’re using a monochromatic theme, you can experiment with longer, more descriptive copy.
All that said, Linktree is totally yours and maybe none of this is feels right for you. With Linktree you do you, babe. Do what is meaningful to you, your business and your community.
Now let’s meet some Linktree users doing it their way.
Jonathan Van Ness
Witty & Timely
Yes, Gay of Thrones. Of course it was one of the most-clicked links this month. This from Queer Eye’s Jonathan Van Ness is perfect for his audience and has tapped into the current buzz around the Game of Thrones season finale.
JVN keeps his links succinct and direct. It’s simple stuff but the numbers show it works.
Ottolenghi
Covering all bases
You could say that famed chef, restauranteur and author, Yotam Ottolenghi has a fair bit going on. He uses his Linktree like a traffic conductor, directing his audience to where they need to go – whether they’re followers of his Guardian column, his NYT column, readers of his books or just hungry people looking to make a reservation.
His copy is direct, concise and also personal – the language makes you feel like this is Yotam updating his audience, not a marketing team.
Weight Watchers
Knows its audience
Justyn lost 52 lbs on Weight Watchers?! I want to know more, don’t you? Not only has this profile created a sense of intrigue, but Weight Watchers’ Linktree is descriptive where it needs to be (carrot cake donuts, anyone?) and directive in other places (“Join WW now”).
The real win here is that Weight Watches uses thumbnail icons to give the copy context.
Wix
The Aesthetes
Behold the beauty that is Wix’s Linktree. Wix is a platform to build websites on and its using Linktree to draw attention to its (very pretty) content and to celebrate its community. That community is formed of designers – and the Linktree reflects that. It’s simple and sleek. And just look at the way the copy is balanced. Swoon.
This Little Love
Cutie pies
This Australian kids homewares brand has a distinctive brand that’s reflected clearly in their link copy. Its tone is inviting and familiar – “Join this little family” and “Pin with us” are inviting you to play.
The brand has also made a decision to stick to capitals through its links – something which is reflected in its logo and categories on the website. Again, consistency in a decision like this is paramount.
Now go and give your Linktree copy a spruce! If you don’t yet have a Linktree, here is where you can get yours for free.
Credits
