Continued from page 1
Lastly,
page had to uphold Cruise Vacation Center’s excellent search engine rankings. They were ranked at
top of several major engines, and
rewritten copy couldn’t jeopardize their positioning.
The Solutions
The first step was, without question, to woo
site visitors with delightful fantasies about their next vacation. My goal was to conjure up all sorts of visions in
minds of Cruise Vacation Center’s visitors. I wanted
visitors to be dreaming of exotic places with lots of fun things to do, interesting sights to see, and 24/7 access to gourmet meals that rival any five-star restaurant. I wanted their blood pressure to drop 10 points just from reading about
onboard staff of hundreds who would pamper them with VIP treatment. After reading this copy, I wanted them ready to leave on vacation today! However, I also had to persuade them to book online rather than calling CVC’s office.
During
rewrite, I had to carefully plan
use of their primary keyphrase, “cruise vacation,” so as not to disrupt their most reliable source of business…
search engines. After all, there is a delicate balance between pleasing
search engines and appealing to site visitors.
If I leaned too much toward
search engine side of
equation,
conversion ratio of
home page would suffer. In other words, Cruise Vacation Center would get lots of visitors, but few of them would book cruises.
If I leaned too much toward
customer side of
equation, CVC’s rankings would plummet, and they would need to find a new way to drive qualified traffic to their site. As is normally
case with SEO copywriting, balance was going to be vital.
In
conclusion to this two-part series, you’ll see how I handled
rewrite and what
end results of all
work were. Curious to see
new copy? You’ll find it on CVC’s site: You can see
new copy on CVC’s site at http://www.cruisevacationcenter.com.

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to also 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.