This section of copy also lends support to keyphrases Top Security wanted to rank highly for. Because "Orlando Security Systems" can be an awkward phrase to repeat, I split it up in several instances to help flow of copy stay natural.

The remainder of page speaks to facts that Top Security is local, has longevity in community, is right around corner, and offers several other benefits national security companies simply can't (or won't). Benefit after benefit is listed and explained in order to drive home fact that a local company can – and will – provide exceptional service. You can see current version here: http://www.copywritingcourse.com/topsecurity-current.pdf.

All throughout these sections of copy, keyphrases are reinforced in copy. When applicable, keyphrases are used in bold phrases or others that include special formatting. However, I never forced keyphrases someplace they didn't fit just for sake of doing it. Keyphrase placement has to meld with copy, not overpower it.

The call-to-action for home page was simple. It asked three questions dealing with biggest complaints about home security that users or potential users have regarding dependability, false alarms, and price.

The Results

The high rankings Top Security had prior to SEO copywriting makeover were retained for most terms and even increased for a few others. While that's great, what's more important is that lead generations from site increased, which gave Top Security, Inc. a broader customer base and potential to make more sales they previously would not have been able to make.

It just goes to show that, even if your site has high positioning, copywriting can play an incredibly important role in bringing growth to your business. After all, what's point of having good rankings if you have no sales?

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.

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.