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 state sales orientation of index (home) page and keyword saturation were causing less-than-stellar results for client. My job was to rewrite index page (from scratch) in order to boost SE rankings and response.

In part one, I gave details of how I assessed current copy, how I created a “to do” list of objectives, and how I reworked 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. Make copy more inviting. 2. Draw visitors into fireplace experience. 3. Don’t just give features… give benefits, too. 4. Make sale before sending them to dealer.

Make Copy More Inviting and Draw Visitors Into Fireplace Experience

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

But I wanted to get site visitors in “mood” for gas logs. Even though they may not be able to fully experience atmosphere created by a fireplace-lit room, I wanted them dreaming about it prior to leaving site. I also wanted them to be sold on Eiklor gas logs *before* they went to their local dealers.

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 in 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 talk same way."

How do you go about getting quotes? Here are some of 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 out yellow pages," Marjorie says. "I just start at top of listings and work my way down. I always find someone to talk to before I make call number six."