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 Copywriting Makeover: Know Where Your Customers Are In The Buying Process
Part 2 of 2
by: Karon Thackston
In part one of
this article series, I introduced a client of mine (AEwebworks) who
suffered from some copywriting traumas. The basic diagnosis was a lack
of synergy within the copy, ineffective use of testimonials, a lack of
focus on the target customer’s buying process, and the inability of the
current copy to support the search engine goals of AEwebworks.
After doing some
research, I created a plan of action for writing SEO copy that would
impress the engines AND AEwebworks’ visitors. You can view the original
copy in PDF format here:
The Rewrite
After finding the
revelation that most of those who were shopping for online dating
software were already familiar with the features (and the associated
benefits) of the software, I decided that focusing on those elements
would simply make AEwebworks sound like every other developer of dating
scripts. That would definitely not get the results I was looking for.
My probing uncovered
that almost all dating software customers have three primary concerns:
installation, upgrade policies, and support. It just so happened that
AEwebworks had phenomenal offers for each of these.
The headline was
changed from:
“Get into
Internet dating business with reliable, effective and profitable online
dating software”
to
“Customizable, Full Featured Dating Software Complete With Free
Installation, Lifetime Upgrades & Outstanding Support”
The new headline
highlighted three extremely valuable benefits to the visitor and also
included one of the chosen keyphrases.
The body copy began
by making an emotional connection with the customer. It recognized the
frustration the customer faced when trying to choose between the
different dating software programs and dating scripts.
The copy then
continued to connect by stating the fact that AEwebworks developed their
software with the help of their clients by listening to their
complaints, needs, and wants. It also merged quickly into a section that
offered firm, proven solutions to the dating site owners’ most pressing
problems.
As the customers
continued to read, they found out about specific benefits of buying
software from AEwebworks as opposed to other developers. And - of course
- scattered throughout the page were links to the ordering section of
the site.
In addition to the
emotional connection and the problem solving aspects of the copy, it was
also search engine optimized (SEO). You’ll notice the subtle use of
keyphrases throughout the copy. Enough to promote good search engine
rankings, but not so much that the copy is “stiff” or “forced.”
Every other word is
*not* a keyword. The copy has a natural flow to it, but yet it is fully
optimized to do its job where rankings are concerned.
You can view the
current copy here: .
You can view Part 1 of this article series
.
The Results
I always find it best
to let the client handle this part of the article. To quote, “I wanted
to tell you the good news! It looks like our rankings are improving. We
are back in Google and traffic has doubled. We have record high sales
for the last two weeks... about 70% higher than our next best-selling
two-week period ever!
“Overall, running
our site got much easier after adding your copy because people ask
fewer questions about where to find information... they are able to
sort it out for themselves from the site copy. We previously had about
5-10 e-mails a day on average from prospective customers; now we get
AT LEAST 15 A DAY! WOW!! So, in short, THANK YOU VERY MUCH FOR YOUR
GREAT WORK!"
They are now back in
play on Google and also have exceptional rankings with other important
engines like Yahoo, MSN, and AltaVista.
Another happy ending!
About The Author
Copy not getting
results? Let Karon provide search engine copywriting, catalog
copywriting, or other types for you. Just visit
. You can also learn to write your
own SEO copy that impresses the engines and your visitors at
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