Article must be reproduced unedited and in its entirety. Resource box/bio
and copyright date must be included. Live links must be given
to any URLs within the article and/or resource box. Do not
list your own site as the original publisher of this article. Do not
direct visitors to link to your site in place of the author’s
site. Please email us notification of where the article will be used and a copy
of your newsletter if you are publishing the article in an ezine. Thank you!
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 see the original copy here: http://www.copywritingcourse.com/topsecurity-original.pdf.)
Here in the conclusion, you'll see how several changes helped maintain
this company's good rankings while improving their site's lead generation
abilities. Please link to part 1 of the article on the site.
My first thought
with the rewrite was to stop making "trust and urgency"
the undertones and instead make them the obvious focal points of
the copy. As usual, I started with the headline. The previous headline
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 changed the headline to:
Security, Inc. of Orlando
Security Systems From a Trusted Neighbor
one of their keyphrases and also made it perfectly clear this company
was local and trustworthy.
For the introductory
paragraph, I wanted to get the 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 with the following:
only I’d called you sooner." "I never thought
this could happen to me." These are just a
few of the 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 beat the visitors over the head with the 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.
of the copy also lends support to the keyphrases Top Security wanted
to rank highly for. Because "Orlando Security Systems"
can be an awkward phrase to repeat, I split it up in several instances
to help the flow of the copy stay natural.
of the page speaks to the facts that Top Security is local, has
longevity in the community, is right around the corner, and offers
several other benefits national security companies simply can't
(or won't). Benefit after benefit is listed and explained in order
to drive home the fact that a local company can – and will
– provide exceptional service. You can see the current version
these sections of the copy, keyphrases are reinforced in the copy.
When applicable, keyphrases are used in bold phrases or others that
include special formatting. However, I never forced keyphrases someplace
they didn't fit just for the sake of doing it. Keyphrase placement
has to meld with the copy, not overpower it.
for the home page was simple. It asked three questions dealing with
the biggest complaints about home security that users or potential
users have regarding dependability, false alarms, and price.
The high rankings
Top Security had prior to the SEO copywriting makeover were retained
for most terms and even increased for a few others. While that's
great, what's more important is that lead generations from the site
increased, which gave Top Security, Inc. a broader customer base
and the potential to make more sales they previously would not have
been able to make.
It just goes
to show that, even if your site has high positioning, copywriting
can play an incredibly important role in bringing growth to your
business. After all, what's the point of having good rankings if
you have no sales?
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”
to Copywriting Articles Menu]