So you include plenty of links in your blogs, web content and email blasts. Big mistake.
Those links provide a pathway for prospects to escape your content - and not return.
For example, your link can be to the Law.com article explaining X or Y. Your prospect clicks that on.
In the Law.com article are links to other information. The prospect follows that narrative - and does not navigate back to your content.
The link you must include is the "click on" to your Call To Action (CTA.)
Increasingly, clients I create content for have returned to the pre-digital mode of just citing the source. No links. The copy might read:
"According to Recode, the organization's culture impacts the bottom line - and stock price."
You can test this out in your email blasts by using two versions. One with links. One with no links except for the CTA. Study the metrics about results from each.
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