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An SEO Copywriting Makeover - Turning "Not" Into "Hot" Part 2 of
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By:
Karon Thackston |
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by Karon Thackston © 2003 http://www.copywritingcourse.com
In part one of this article series, I outlined a recent project
I undertook for a Web site that sells gas logs. The site had a
lot of potential, but in its current state the sales orientation
of the index (home) page and the keyword saturation were causing
less-than-stellar results for the client. My job was to rewrite
the index page (from scratch) in order to boost SE rankings and
response.
In part one, I gave the details of how I assessed the current
copy, how I created a “to do” list of objectives, and how I
reworked the copy in order to increase search engine
optimization. Now – in part two – we’ll continue.
The remaining items on my “to do” list included:
1. Make the copy more inviting. 2. Draw visitors into the
fireplace experience. 3. Don’t just give features… give
benefits, too. 4. Make the sale before sending them to the
dealer.
Make the Copy More Inviting and Draw Visitors Into the Fireplace
Experience
The current copy actually only consisted of one short paragraph
that basically instructed the visitors to imagine their homes
with Eiklor gas logs, told them that this site couldn’t give
them the true experience of gas logs, and that they should visit
their local dealer.
But I wanted to get the site visitors in the “mood” for gas
logs. Even though they may not be able to fully experience the
atmosphere created by a fireplace-lit room, I wanted them
dreaming about it prior to leaving the site. I also wanted them
to be sold on Eiklor gas logs *before* they went to their local
dealers.
Fireplace dealers normally don’t sell just one brand of gas
logs. Before the customers went tromping off to dealers who
might try to sell them a set of gas logs with a higher profit
margin, or with a special dealer rebate, I wanted to be sure the
site visitors would be so impressed they would purposely mention
the Eiklor name.
The original copy is here:
http://www.copywritingcourse.com/Eiklor/EiklorFlames.html The
revised version (not formatted) can be viewed here:
http://www.copywritingcourse.com/Eiklor/EiklorFlames-Revision.doc
As you’ll see, more emotion, more feeling, more of the personal
experience of having a home with a fireplace is revealed in the
new version. It connects better than the simple statement of
“Imagine these gas logs in your home.”
Don’t Just Give Features… Give Benefits, Too and Make the Sale
Before Sending Them to the Dealer
The next section of the copy has a two-fold purpose. One is to
bolster the features of these logs with associated benefits so
the site visitors better understand what they’re getting. The
second is to convince them that – once they visit their local
retailers – they need to ask specifically for Eiklor Gas Logs.
The section with the bulleted list serves both purposes. By
giving quick statements about both the features and benefits of
these logs, I’m giving the visitors the opportunity to scan for
what they need. I’m also quickly making points about the quality
of these gas logs. Lastly, I’m answering the ever-important
question “What’s in it for me?”
The closing paragraph reiterates that Eiklor is considered one
of the best and that the site visitors should go to the local
dealer and see these logs for themselves.
Overall, the copy was greatly improved in both respects – search
engine optimization and sales orientation. Now the page is fully
prepared to bring in new visitors and turn a profit from them.
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Article Source: http://www.powerdirectory.net/articles/article52881.html |
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