Back It Up
LifeSource Water sells water softening systems that cost thousands of dollars. On their homepage footer they have this tag line (pointed by blue arrow below) …
When you make a substantial claim like this you just have to provide more info. Site visitors who are impressed by this claim will try and interact with it. I expected “recommended” to be a link to a page that explained why LifeSource is the most highly recommended water system in America. But “recommended” wasn’t a link. I bet if “recommended” was linked to a page that explained why LifeSource was the most recommended solution we’d see that visitors who clicked the link had a significantly higher conversion rate.
Here is another example from birdbusters.com. The most prominent call to action on their homepage is this statement–
It would have been awesome if “guaranteed” was a link to a page that explained their guarantee.