SEO
Copywriting Makeover
Turning
"Not" Into "Hot" Part 2of 2
by Karon Thackston © 2003
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:
- Make the copy more inviting.
- Draw visitors into the fireplace experience.
- Don't just give features. give benefits, too.
- 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.
Most buying decisions are emotional. Your ad copy
should be, too!
Let Karon write targeted copy and ezine articles for
you. Visit her site at http://www.ktamarketing.com,
or learn to write your own copy at http://www.copywritingcourse.com.
Don't forget to subscribe to Karon's free ezine at
http://www.ktamarketing.com/ezine.html
The
Linking Matters Report
A free report to help website owners and publishers
plan effective linking strategies and boost link popularity
- includes guidelines, worksheets and links to over
50 articles on linking.
Return
to Free Articles index
|
Visit Our Sponsor! WebPosition
Gold