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 Solutions

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.

Remember that most consumers, even if they swear otherwise, purchase products that they desire, and not products they need. Self-gratification and self-improvement always lay behind buying impulse.

Offer Useful Content First

Are you giving your subscribers useful information? You need to win them over first with lots of high quality, free content before you begin making offers. Your sales pitches should be periodic in nature.

It's a really bad idea to flood your list with offers every single day of week. If you want, you can bury an affiliate link or two in each newsletter as long as it points to a useful resource in context of your content. Just go easy on special offers, though.

The best way to prime your subscribers is through scarcity. Your offers should be something subscribers look forward to receiving, rather than something easily predictable.

Calls to Action

When you do finally send an offer to your list, don't be shy about letting your subscribers know what action you want them to take. If you want them to buy a product, sign up for a membership, visit a site, etc..then offer them link and tell them to go for it.

Sprinkle your link several times throughout copy for maximum effectiveness.