An SEO Copywriting Makeover – Turning “Not” Into “Hot” Part 2 of 2

Written by Karon Thackston

by Karon Thackston © 2003

In part one of this article series, I outlined a recent project I undertook for a Web site that sells gas logs. The site had a lot of potential, but in its current staterepparttar sales orientation ofrepparttar 108160 index (home) page andrepparttar 108161 keyword saturation were causing less-than-stellar results forrepparttar 108162 client. My job was to rewriterepparttar 108163 index page (from scratch) in order to boost SE rankings and response.

In part one, I gaverepparttar 108164 details of how I assessedrepparttar 108165 current copy, how I created a “to do” list of objectives, and how I reworkedrepparttar 108166 copy in order to increase search engine optimization. Now – in part two – we’ll continue.

The remaining items on my “to do” list included:

1. Makerepparttar 108167 copy more inviting. 2. Draw visitors intorepparttar 108168 fireplace experience. 3. Don’t just give features… give benefits, too. 4. Makerepparttar 108169 sale before sending them torepparttar 108170 dealer.

Makerepparttar 108171 Copy More Inviting and Draw Visitors Intorepparttar 108172 Fireplace Experience

The current copy actually only consisted of one short paragraph that basically instructedrepparttar 108173 visitors to imagine their homes with Eiklor gas logs, told them that this site couldn’t give themrepparttar 108174 true experience of gas logs, and that they should visit their local dealer.

But I wanted to getrepparttar 108175 site visitors inrepparttar 108176 “mood” for gas logs. Even though they may not be able to fully experiencerepparttar 108177 atmosphere created by a fireplace-lit room, I wanted them dreaming about it prior to leavingrepparttar 108178 site. I also wanted them to be sold on Eiklor gas logs *before* they went to their local dealers.

Fireplace dealers normally don’t sell just one brand of gas logs. Beforerepparttar 108179 customers went tromping off to dealers who might try to sell them a set of gas logs with a higher profit margin, or with a special dealer rebate, I wanted to be surerepparttar 108180 site visitors would be so impressed they would purposely mentionrepparttar 108181 Eiklor name.

Do You "Do" Voices?

Written by Jessica Albon

Do You "Do" Voices? Copyright 2003, The Write Exposure

When you write an article, is it all about you? Your thoughts, your insights, your opinions, your voice? Or do you include other people's voices inrepparttar form of interviews and research?

If your articles are nothing but a monologue, it's time to start adding voices.

Voices make your piece more compelling. They make you look more knowledgeable. Plus, they're visually appealing. "Readers love quotes," says Marjorie, a freelance writer. "What's more," she says, "they impart texture. No two people talkrepparttar 108159 same way."

How do you go about getting quotes? Here are some ofrepparttar 108160 ways we do it at The Write Exposure:

Ask people you know. "Talk to customers, employees, and friends. Everyone likes to be quoted," reports Daniel "what-are-you-writing-about-and-can-I-be-quoted-in-it" an accountant with The Write Exposure.

Ask people you don't know. "After I've exhausted my network, I pull outrepparttar 108161 yellow pages," Marjorie says. "I just start atrepparttar 108162 top ofrepparttar 108163 listings and work my way down. I always find someone to talk to before I make call number six."

Surfrepparttar 108164 Internet. "I love interviewing online," Greg, a desktop publisher, says. "It's quick and easy. You don't have to worry about misquoting someone and it enables me to interview, like, someone in Bangladesh or Australia."

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