SEO Copywriting Makeover: Finding the right Trigger
Watch as professional SEO copywriter Karon Thackston takes a web site with no emotional appeal and no search engine rankings and turns it into a good success!
copywriting, seo copywriting, search engine copywriting, website copywriting
by Karon Thackston 2005
You’ve got a very good product or program. Now, how do you make buyers crunch and take notice? How do you get them excited using what you’re offering? You need to pull the consequence in.
There is superb trigger for best of luck or service now available. Finding it is the hard part. Once you determine what will set your customers in motion, you’ve won half the wrestle. This was the case with ForecastWatch.com.
With a new site, the who owns ForecastWatch.com (Jeff) was unsure of what to do with the copy to be able to connect with his site visitors and cause them to look at action he wanted them to carry. Not to mention, Jeff wanted to gain a high position with the engines as well, so search engine optimization (SEO) had to get taken into consideration, along with the selling aspects of your copy.
The only real problem was determining the right trigger. The original site had almost no usable copy. More spending cash . an insult; this is basically the truth. You will see the original main page here: http://www.copywritingcourse.com/forecastwatch-original.pdf. Jeff knew he needed help from a guru copywriter, so he spent little time on the websites content.
To determine the best trigger, I took a look at all the segments of ForecastWatch.com’s audience. It was broken down into three distinct epidermis customers. They counseled me interested in one of the most reliable weather forecasts possible, but 3 days very different reasons behind.
One group is fashioned up of meteorologists. Their obvious interest was in being able to provide the most accurate forecasts to their viewers and the audience. A second group was compiled of weather risk managers. It’s the job of specialists to accurately assess weather for industries such as the stock exchange, construction, transportation, national defense and more. Likely group needed weather forecast accuracy for personal reasons, usually like a hobby or for sports reasons (coaches, etc.).
While the last group was primarily interested in the weather as amateurs, the first two segments (meteorologists and weather-risk managers) have a lot on the line when it to be able to weather forecast reliability. Their reputations and their jobs are on the phone.
And that’s the trigger! I put it right up front in the headline, which read:
local seo firm
Because Your Reputation Depends on
Being Right Upon the Weather
The headline hit the nail along at the head. It got the attention of weather professionals, was of great interest to hobbyists and included part 1 of Jeff’s keyphrases. The last word in the headline (weather) tied into the primary sentence of the copy and, thus, created a key phrase.
Keep in mind that engines don’t read spaces or line breaks or punctuation within the copy, so having one word associated with keyphrase in the headline and the remainder of the keyphrase in the number one sentence of the copy is a brilliant way to make the copy flow and look after in line with SEO protocol.
Now, the task would be to keep that same emotional twist and energy throughout the content. With the old copy, Jeff had no rankings with the engines for his chosen keyphrases, therefore the optimization of the copy needed to produce him a field of vision.
In the opening paragraph, I touted the praises of weather professionals, allowing them to know their expertise was recognized and appreciated. I also used one keyphrase twice and the second keyphrase once. In addition, I used the individual word “weather” and substituted “specialist” for “risk manager” in some instances to increase the flow and put a well-rounded environment for the spiders and robots.
Next, I provided a good overview of what ForecastWatch.com on hand. Again, a keyphrase was used in the headline (because it worked for both visitors and the engines, not strictly for SEO purposes), and a keyphrase was used from the paragraph.
Finally, the copy was broken out into segments that targeted specific men or women. This gave them precise information on what benefits ForecastWatch.com offered them. Boxes for meteorologists, weather risk managers and weather enthusiasts were designed. Within the copy for each block and again in the anchor text for links to internal pages, keyphrases were utilized where appropriate. These boxes lead each visitor to information that was most relevant to him/her.
You can check out new copy here: http://www.copywritingcourse.com/forecastwatch-rewrite.pdf.
I always like to let the customer take over in this particular section. Here’s what Jeff had to say of the rewrite of his home-page content material.
“Traffic has steadily increased, and I’ve gotten a involving leads and my largest non-weather-company business customer from Online search. The rewrite helped me with more than simply the website. It helped me to define my business goals and to articulate them various other marketing materials as well.” In addition, rankings continue to rise with current positioning in the top 5 for one of his keyphrases.
Take the time for do a little research. Put yourself in your customers place. Uncover what’s most important to them, and you could be rewarded with greater conversions in the end.
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