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Copywriting Makeover: Subtle Changes Make A Noticeable
Difference Part 1 of 2 |
By:
Karon Thackston |
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by Karon Thackston © 2006 http://www.copywritingcourse.com
Changing a few words in your copy can lead to double-digit
increases in conversions. If that sounds like a bunch of hype
from an online infomercial, stick around and I'll show you how
it's done.
That's really all that happened with Kneelsit.com, an Australian
ergonomic computer chair manufacturer. They had what would be
considered a successful site with a continual stream of orders.
All the basic information was already included on the home page,
but the owner felt as though something was not quite "there"
yet. He wanted a fresh approach to the site's copy, so that's
what he received. And the results were simply amazing.
The Problems
While Kneelsit had great rankings for their key terms (normally
#1 to #4 in popular search engines) keeping those rankings high
required some attention to the SEO piece of the puzzle.
Conversions, however, were not at their maximum. The business
was not suffering, but it did have room for improvement. So,
after receiving a sample chair to use during the process, I set
(or should I say "sat") out to work.
Once I assembled the chair and rolled it up to my desk, I kept a
notepad nearby so I could jot down benefits as I noticed them.
In just a few days' time, I had a long list of features and
benefits to refer to.
As I read over the original home page copy (which can be seen
here:
http://www.copywritingcourse.com/kneelsit-home-original.html), I
noticed something else. Many of the benefits I had on my paper
were referenced (at least briefly) in the original copy. Some
were phrased differently than I would later phrase them, but
most were there.
However, in this highly competitive industry, I wanted to be
sure to keep the uniqueness of the chair on the forefront.
Visitors needed to quickly see that the Kneelsit was superior to
other computer chairs available. The changing of some verbiage
and providing more details in some areas would help keep
visitors reading and help them easily distinguish this chair
from others on their comparison list.
Once my list of benefits was completed, I began relating these
options to other kneeling chairs and to users of ergonomic
computer chairs. I wanted to see which benefits on my list were
unique in the marketplace. I also wanted to know about the users
of these chairs. After all, the buyer is the center of the
process and should also be the focus of the copy.
My research revealed some of the reasons users would need an
ergonomic chair and also the biggest complaints about some of
the current ergonomic designs. In addition, I discovered which
benefits were common to other ergonomic chairs and which were
distinctive.
The Solutions
Armed with the research results, I started crafting the copy to
speak to that one person who was forced to sit at a computer all
day, in pain, and who desperately needed help. This person had
tried several other computer chairs before with little to no
results and was getting skeptical about finding a solution.
I looked back over my list of benefits in search of the ones
that would not be found in the competition's copy. I focused on
one exclusive, patented feature (the axle design) and the fact
that the chair was customizable for every body type.
I laid out a plan for the new copy including keyword selection,
keyword placement, benefits and key points to be mentioned.
Similar in many ways to the original copy, the new version had
some subtle, but powerful, changes. The goal of the new copy was
to show the true distinction of these chairs by highlighting the
most impressive benefits.
I would also focus on incorporating keyphrases in headlines and
sub-heads (where it made sense to do so) and throughout the
copy. I had to pay careful attention to making the copy sound
natural, as I never want the SEO factors to overshadow the
message of the page.
In Part 2 of this series (seen here:
http://www.marketingwords.com/articles/articles_subtlechanges2.ht
ml), we'll take a look at what went into the rewrite as well as
what type of results were achieved with the new copy.
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Article Source: http://www.powerdirectory.net/articles/article51769.html |
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