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It's been a
myth for as long as the Internet has been in existence. Get good
rankings and your site will be successful. I hate to be the bearer
of bad news, but that has never been the 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
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, the engines are not
in a position to make sales at your site. That's the job your copy
and usability elements handle.
Inc. faced this problem. They had good search engine rankings. They
were listed on the first page of most of the major engines. They
had the traffic. Sales, however, were not where they wanted them
to be. What was the cause? One look told me the copy was the culprit.
(Take a look at the original copy here: http://www.copywritingcourse.com/topsecurity-original.pdf.)
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, and the like, you really must develop
a sense of trust and urgency.
When I first
viewed the Top Security, Inc. home page, it was obvious that they
knew what they needed to do. They had made a few attempts on the
page in the form of graphics and MP3 files to accomplish those two
goals. For example, they posted a current Threat Advisory graphic
from the 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, the headline was designed to try to build a sense of longevity.
However, none of these was reflected in the copy. The most important
part of the page was overlooked.
In order to
turn the home page around, the salesman of the site (a.k.a. the
words) needed to speak to the visitors in their own language. It
needed to show them what can happen to those who have no security
system and then offer a way to prevent those tragedies. The copy
had to give assurances and build trust while at the same time helping
visitors to stop procrastinating and make a move now.
rankings were good, there was still room for improvement. For search
engine purposes, the copy needed to offer better support for the
chosen keyphrases. There were virtually no keyphrases in the original
body copy and that had to be changed.
part of the solution for Top Security was to develop copy for the
home page… period. The copy on the original site was minimal,
was company-focused instead of customer-focused, and needed to do
a better job of addressing the needs of the site visitors and search
The new copy
had to set a tone of trust and community since Top Security dealt
only with local Florida residents. In fact, I pulled out all the
benefits small, local companies can offer their customers in order
to play up Top Security in the new copy.
At the same
time, I wanted to weave the client's keyphrases into the text without
making them stand out. The goal was to have a home page that read
as naturally as possible to humans while giving the spiders and
bots what they needed in order to boost Top Security's rankings.
2 of this article, I'll show you how I implemented the changes
in order to improve conversions and what the results were.
is a veteran copywriting pro who specializes in SEO copy. If your
copy isn't getting results, let Karon teach you how to write SEO
copy that impresses the engines and your visitors at http://www.copywritingcourse.com.
Be sure to check out Karon’s latest ebook “Writing With Keywords”
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