Continued from page 1
As always, I started project by gaining a good understanding of who 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 reading completed target audience analysis from AEwebworks, I felt I had a good understanding of those I would be writing to.
In order to combat lack of synergy within copy and lack of focus on target customer’s buying process, I created a copywriting plan. From my research I found that installation, upgrade policies, and support were three most common gripes buyers had about dating software. I decided to make overcoming those obstacles focal point of copy instead of actual features and benefits.
That may sound like an odd choice, but that’s where recognition of buying process comes in. Considering that majority of visitors to site had already made decision to launch a new site or had chosen to upgrade an existing site, they were already well versed in features of dating-site software and their associated benefits. Yes… benefits did need to be mentioned; however, other issues proved to be more pressing to this particular group of customers.
The use of testimonials on home page was easily corrected by simply deleting ones that did not directly apply to actual users of software. I chose two for use within copy and suggested that, as AEwebworks gets more testimonials, they create an entire page that visitors can read.
That left me with overcoming inability of current copy to support search engine goals of site. I suggested AEwebworks review their keyword choices to be sure they were targeting 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. For home page, terms “dating software,” “online dating software,” and “dating script” were used.
After all 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 impressed 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 write copy. In part two of this series, you’ll get all 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.