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In order to turn home page around, salesman of site (a.k.a. words) needed to speak to visitors in their own language. It needed to show them what can happen to those who have no security system and then offer a way to prevent those tragedies. The copy had to give assurances and build trust while at same time helping visitors to stop procrastinating and make a move now.
While current rankings were good, there was still room for improvement. For search engine purposes, copy needed to offer better support for chosen keyphrases. There were virtually no keyphrases in original body copy and that had to be changed.
The biggest part of solution for Top Security was to develop copy for home page… period. The copy on original site was minimal, was company-focused instead of customer-focused, and needed to do a better job of addressing needs of site visitors and search engines.
The new copy had to set a tone of trust and community since Top Security dealt only with local Florida residents. In fact, I pulled out all benefits small, local companies can offer their customers in order to play up Top Security in new copy.
At same time, I wanted to weave client's keyphrases into text without making them stand out. The goal was to have a home page that read as naturally as possible to humans while giving spiders and bots what they needed in order to boost Top Security's rankings.
In Part 2 of this article, I'll show you how I implemented changes in order to improve conversions and what results were.
Karon Thackston is a veteran copywriting pro who specializes in SEO copy. If your copy isn't getting results, let Karon teach you how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon’s latest ebook “How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)” at http://www.copywritingcourse.com/keyword.