Are you doing enough to make your clients like you?

Updated: 7 July 2020

When it comes to copywriting, it turns out you can’t leave popularity contests behind in the playground. Your likeability is relevant far beyond high school: it influences people’s willingness to work with you or buy from you. Likeability is one Robert Cialdini’s (Influence) six factors of persuasion, along with authority, social proof, scarcity, reciprocity and commitment.

Given that likeability is so persuasive, you should definitely be thinking about it in your copywriting on your website and elsewhere.

What about likeability and SEO?

Naturally, if you can get more people to your website then you’ve got a chance of getting more business. If you can improve your search ranking, you’ll have a chance to do that.  The power of likeability makes incorporating likeability an SEO tactic as well as a conversion tactic.

Being likeable makes it more likely that people will share your content. Sharing your content creates backlinks — links from other sites (including sites like Facebook) to your site. More backlinks mean more direct traffic but also better SEO because search engines take every link as a vote of confidence in your web content.

More on copywriting and persuasion

This post is part of our series on using time-proven human psychology in your copywriting. The other posts are here:

  1. Authority
  2. Scarcity
  3. Commitment
  4. Reciprocity
  5. Social proof