In Part 1 of this series, I introduced you to Announce It!, an
online candy-bar-wrapper manufacturer that was seeking
professional help with their search engine copywriting. Facing
an audience that consisted primarily of women who were
purchasing favors for special occasions, Announce It!'s copy had
to be spot on with its communication.
The primary problems were
that the copy did not convey a sense of excitement or answer all
the questions customers might have. It also focused too heavily
on the company rather than communicating with the site visitor.
Let's see how the changes were worked into the copy and what the
results were.
Headlines are one of the most important elements of advertising
copy and of search engine optimization. The original web page
didn't have any type of headline -- a fundamental mistake that
needed to be corrected. The introduction of the text now begins
with using a keyphrase and stating a benefit. The headline
reads:
Creative, Custom Candy-bar Wrappers
Designed To Make Your Event a Hit!
Since Announce It!'s keyphrases all deal with candy-bar
wrappers, it's obvious that visitors who find this site are
already familiar with the general product.
At least to the
point of knowing what a custom candy-bar wrapper is. The
question they still have is, "Why should I buy from Announce It!
instead of all the other candy-bar-wrapper sites?"
As the visitors read on through the copy, they find reassurance
that their idea of using custom-designed candy-bar wrappers is a
good one. Visitors are also provided with several benefits
available from Announce It! that other companies don't offer.
For the sake of scan - ability, bullet points are used to further
highlight differentiating factors about Announce It!. Low
minimum orders, free color proofs, free photo inclusion, etc.
This all helps to clearly explain why this site is the better
choice over others the visitor may have gone to previously.
Because the product itself is graphic, it was important to
retain the product images used on the original home page.
Certainly, customers would expect to see samples of the
wrappers. However, to create a greater impact, each image was
captioned with a short bit of occasion-specific, persuasive,
keyword-rich copy. For instance:
"Custom candy wrappers are a truly creative way to send your
retiree off in style."
The finished product now speaks directly to the site visitor,
sounds more professional, outlines important benefits and uses
keyphrases in an appropriate way so as not to hinder the natural
flow of the copy.
The Results
The results showed improvements in both conversions and
rankings. According to Announce It! their conversion rate
quadrupled! They also report, "[The copy] has really made a
difference in the way the site is perceived and how the customer
reacts. I have gone from a one-person operation to a
full-fledged business with five employees. The traffic and
orders continue to increase every year!"
You couldn't ask for much better than that!
Karon Thackston: Copy not getting results? Learn to write SEO and online
copywriting that impresses the engines and your visitors at
http://www.copywritingcourse.com Already know how to write, but
need help using keywords? Get Karon's report "How To Increase
Keyword Saturation Without Destroying the Flow of Your Copy "
at http://www.copywritingcourse.com/keyword/
