Copywriting Makeover: Know Where Your Customers Are In The Buying Process Part 2 of 2

Written by Karon Thackston


Continued from page 1

Asrepparttar customers continued to read, they found out about specific benefits of buying software from AEwebworks as opposed to other developers. And - of course - scattered throughoutrepparttar 108109 page were links torepparttar 108110 ordering section ofrepparttar 108111 site.

In addition torepparttar 108112 emotional connection andrepparttar 108113 problem solving aspects ofrepparttar 108114 copy, it was also search engine optimized (SEO). You’ll noticerepparttar 108115 subtle use of keyphrases throughoutrepparttar 108116 copy. Enough to promote good search engine rankings, but not so much thatrepparttar 108117 copy is “stiff” or “forced.”

Every other word is *not* a keyword. The copy has a natural flow to it, but yet it is fully optimized to do its job where rankings are concerned.

You can viewrepparttar 108118 current copy here: http://www.aewebworks.com.

The Results

I always find it best to letrepparttar 108119 client handle this part ofrepparttar 108120 article. To quote, “I wanted to tell yourepparttar 108121 good news! It looks like our rankings are improving. We are back in Google and traffic has doubled. We have record high sales forrepparttar 108122 last two weeks... about 70% higher than our next best-selling two-week period ever!

“Overall, running our site got much easier after adding your copy because people ask fewer questions about where to find information... they are able to sort it out for themselves fromrepparttar 108123 site copy. We previously had about 5-10 e-mails a day on average from prospective customers; now we get AT LEAST 15 A DAY! WOW!! So, in short, THANK YOU VERY MUCH FOR YOUR GREAT WORK!"

They are now back in play on Google and also have exceptional rankings with other important engines like Yahoo, MSN, and AltaVista.

Another happy ending!



Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.


Copywriting Makeover: Know Where Your Customers Are In The Buying Process Part 1 of 2

Written by Karon Thackston


Continued from page 1

The Solution

As always, I startedrepparttar project by gaining a good understanding of whorepparttar 108108 target customers were, what they wanted, their fears, their likes, their dislikes, and anything else I could discover. After a good bit of research, and after readingrepparttar 108109 completed target audience analysis from AEwebworks, I felt I had a good understanding of those I would be writing to.

In order to combatrepparttar 108110 lack of synergy withinrepparttar 108111 copy andrepparttar 108112 lack of focus onrepparttar 108113 target customer’s buying process, I created a copywriting plan. From my research I found that installation, upgrade policies, and support wererepparttar 108114 three most common gripes buyers had about dating software. I decided to make overcoming those obstaclesrepparttar 108115 focal point ofrepparttar 108116 copy instead ofrepparttar 108117 actual features and benefits.

That may sound like an odd choice, but that’s where recognition ofrepparttar 108118 buying process comes in. Considering thatrepparttar 108119 majority of visitors torepparttar 108120 site had already maderepparttar 108121 decision to launch a new site or had chosen to upgrade an existing site, they were already well versed inrepparttar 108122 features of dating-site software and their associated benefits. Yes…repparttar 108123 benefits did need to be mentioned; however, other issues proved to be more pressing to this particular group of customers.

The use of testimonials onrepparttar 108124 home page was easily corrected by simply deletingrepparttar 108125 ones that did not directly apply to actual users ofrepparttar 108126 software. I chose two for use withinrepparttar 108127 copy and suggested that, as AEwebworks gets more testimonials, they create an entire page that visitors can read.

That left me with overcomingrepparttar 108128 inability ofrepparttar 108129 current copy to supportrepparttar 108130 search engine goals ofrepparttar 108131 site. I suggested AEwebworks review their keyword choices to be sure they were targetingrepparttar 108132 ones most likely to bring in qualified customers. After a review, they provided me with a revised list to choose from.

I selected three keyphrases for each page in order to allow an adequate level of both keyword saturation and natural language. Forrepparttar 108133 home page,repparttar 108134 terms “dating software,” “online dating software,” and “dating script” were used.

After allrepparttar 108135 hoopla with Google, AEwebworks was in foul shape as far as search engine rankings were concerned. I had to pay particular attention to creating copy that impressedrepparttar 108136 search engines AND their site visitors in order to help them regain ground with their positioning and sales efforts.

The plan was in place. Now “all” I had to do was writerepparttar 108137 copy. In part two of this series, you’ll get allrepparttar 108138 details on how I turned “OK” into “Wow!”



Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon’s latest e-report “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.


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