SEO Copywriting Makeover: Good Rankings but No Sales Part 2 of 2

Written by Karon Thackston


by Karon Thackston © 2004-2005 http://www.copywritingcourse.com

In Part 1 of this article series, we looked at a local home security site that had fairly good rankings but whose conversion rate was lacking. (You can seerepparttar original copy here: http://www.copywritingcourse.com/topsecurity-original.pdf.) Here inrepparttar 108022 conclusion, you'll see how several changes helped maintain this company's good rankings while improving their site's lead generation abilities.

The Rewrite

My first thought withrepparttar 108023 rewrite was to stop making "trust and urgency"repparttar 108024 undertones and instead make themrepparttar 108025 obvious focal points ofrepparttar 108026 copy. As usual, I started withrepparttar 108027 headline. The previous headline was:

When every second counts, turn to Top Security, Inc. who has been securing Orlando / Central Florida homes and businesses for 689,453,910 seconds.

I wanted something more direct so I changedrepparttar 108028 headline to:

Top Security, Inc. of Orlando Security Systems From a Trusted Neighbor

This included one of their keyphrases and also made it perfectly clear this company was local and trustworthy.

Forrepparttar 108029 introductory paragraph, I wanted to getrepparttar 108030 visitor's attention and hold it long enough to make a point: That security is something you need to think about now, not later. I opened withrepparttar 108031 following:

"If only I’d called you sooner." "I never thought this could happen to me." These are just a few ofrepparttar 108032 many comments we have heard from our customers in Orlando. Security systems suddenly became a top priority for them, but not until after they’d experienced a frightening break-in or a devastating fire. After these disasters, our Orlando neighbors were convinced that burglar alarm and security issues should be a forethought, not an afterthought.

The copy does not beatrepparttar 108033 visitors overrepparttar 108034 head withrepparttar 108035 fact that they could be hurt, face losses, or experience some other frightening situation. It simply plants a seed of "what if" and moves on.

SEO Copywriting Makeover: Good Rankings but No Sales Part 1 of 2

Written by Karon Thackston


by Karon Thackston © 2004-2005 http://www.copywritingcourse.com

It's been a myth for as long asrepparttar Internet has been in existence. Get good rankings and your site will be successful. I hate to berepparttar 108021 bearer of bad news, but that has never beenrepparttar 108022 case. What you get when you achieve good search engine rankings is a lot of traffic. That *can* be a wonderful thing, but it by no means guarantees even one sale.

You see, search engine rankings are not responsible for making sales. They are responsible for getting visitors to click to your site. If you (or your search engine optimizer) have done your job, you'll have descriptions in your search returns (or PPC ads) that bring in qualified visitors. But still… even with qualified visitors,repparttar 108023 engines are not in a position to make sales at your site. That'srepparttar 108024 job your copy and usability elements handle.

Top Security, Inc. faced this problem. They had good search engine rankings. They were listed onrepparttar 108025 first page of most ofrepparttar 108026 major engines. They hadrepparttar 108027 traffic. Sales, however, were not where they wanted them to be. What wasrepparttar 108028 cause? One look told merepparttar 108029 copy wasrepparttar 108030 culprit. (Take a look atrepparttar 108031 original copy here: http://www.copywritingcourse.com/topsecurity-original.pdf.)

The Problems

Top Security had a tough sale by anybody's standards. They sold home security systems and maintenance services. (Something hardly anybody likes to talk about until after something happens, and it's virtually too late.) In order to get someone to move on products/services like home security, insurance, andrepparttar 108032 like, you really must develop a sense of trust and urgency.

When I first viewedrepparttar 108033 Top Security, Inc. home page, it was obvious that they knew what they needed to do. They had made a few attempts onrepparttar 108034 page inrepparttar 108035 form of graphics and MP3 files to accomplish those two goals. For example, they posted a current Threat Advisory graphic fromrepparttar 108036 Department of Homeland Security (establishing urgency). There was also an MP3 that played kindergarten children singing "God Bless America" (plays toward patriotism and trust). Lastly,repparttar 108037 headline was designed to try to build a sense of longevity. However, none of these was reflected inrepparttar 108038 copy. The most important part ofrepparttar 108039 page was overlooked.

Cont'd on page 2 ==>
 
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