Trans4mind Home Page
~ A Journey of Self-Discovery ~

Explore Article Library


SEO Copywriting Makeover: Good Rankings but No Sales Part 1 of 2

by Karon Thackston - 2004-2005
http://www.copywritingcourse.com

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 sale.

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.

Top Security, 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.)

The Problems

Top Security 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.

While current 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.

The Solutions

The biggest 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 engines.

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.

In Part 2 of this article, I'll show you how I implemented the changes in order to improve conversions and what the results were.


About the Author

Karon Thackston 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 "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy) at http://www.copywritingcourse.com/keyword.


AND EXPLORE...

Addictions
Astrology
Careers & Employment
Communication
Creativity
Dating
Depression
Diabetes
Diets
Divorce
Education
Environment
Ethics
Exercise
Family
Goal-Setting
Grief & Loss
Happiness
Health
Kids & Teens
Leadership
Love
Marriage
Meditation
Nutrition
Organizing
Parenting
Psychology
Public Speaking
Relationships
Schools
Self Help
Self Improvement & Motivation
Sexual Relations
Spirituality
Stress Management
Travel and Leisure
Women
Writing


From our extensive site, you'll find good info on many topics using this search:

Want to renew your life?

Our online, interactive video workshops present the most effective methods of holistic personal development...
Start off with a Free Life Assessment and a Free Consultation...
 

Have a question about Trans4mind Training?

Frequently Asked Questions
What Are Our Fees?
Email Peter Shepherd

Support your personal development with these popular and effective hypnosis downloads...

  • Public Speaking Fear ~ Banish speaking anxiety and nerves with hypnosis.
  • Motivate Yourself to Exercise ~ Build a powerful exercise habit that you can't break.
  • Get Rid of Fear & Anxiety ~ Stop worry and apprehension wrecking your life.
  • Self Esteem ~ Break the negative trance of low self esteem and give yourself a chance in life.
  • Create Your Own Reality ~ Use the power of your unconscious mind to transform your life.
  • Deeper Self Respect ~ Use hypnosis to connect with your true inner worth.
  • Detach From Fear ~ Tune out nervousness and anxiety with hypnosis.
  • Improving Concentration and Focus ~ Learn how to discipline, direct and command your mind to improve your performance.
  • Exercise Motivation ~ Give you powerful keys to getting back on track with your exercise - and staying there.
  • Overcoming Shyness ~ Provides an invisible security blanket allowing you to develop social ease and overcome shyness.
  • Quick Confidence Booster ~ An audio hypnosis session that's specifically designed to get you (quickly!) back on track.
  • Stop Negative Thoughts ~ Learn powerful hypnotic techniques to stop negative thoughts before they start.
  • Overcoming Procrastination ~ Let hypnosis help you get on with what you need to do, when you need to do it. Let nothing hold you back.
  • Think Thin ~ Use hypnosis to re-train your brain and lose weight naturally... that's how to get and stay slim.
  • Fall Asleep Fast ~ Relearn how to fall asleep fast and enjoy a good night's sleep.
  • The Next Level ~ Designed to radically boost your performance in any field. It's based on a technique used by top athletes and other successful people to help them make a big stride forward.
This is our selection of favorites, but there's a session for every need! Choose from over 800 Hypnosis Downloads...
Search now on an issue that interests or concerns you...
 

Welcome to the New Wave in Meditation Technology

Click here to learn more about the iAwake Profound Meditation Program
The iAwake Profound Meditation Program
is a way of enhancing your meditation practice, making meditation not only easier and more enjoyable, but also more efficient and effective.
Profound Meditation provides the smoothest, deepest, richest, most profound meditation experience available anywhere...
Here is a link to a free 20-minute track from iAwake Technologies - a sample of the type of tools that will deepen your meditation immediately and help you quickly become a successful meditator. It's the opening track of iAwake's flagship product, the Profound Meditation Program, called the iAwake Experience...
Learn More and Download the iAwake Experience
We think you'll find this technology a tremendous aid on your transformative journey of becoming your best and most creative self - and you can get started today!
And here's a fantastic resource for self-education...

The World of Inspiration eLibrary

World of Inspiration
A treasure trove of personal development wisdom

Step inside. Just like a real library, there are thousands of quality eBooks presented on three "floors" and in different "rooms." To purchase your $15 Lifetime Membership to the World of Inspiration eLibrary, click the following button:

Payment is made through our secure transaction agent, PayPal.
The transaction is in the language and currency of your choice.
"I want to just say 'WOW!' This collection is probably the best money I ever spent! I've already received many times over in personal enrichment after just 9 days. I've had a past metaphysical background, but even newcomers to this material will really benefit. Thanks again." ~ J.S. (Pennsylvania, USA)
"The collection is everything which you promised. And more! A superb contribution to the good of the world. Many thanks indeed." ~ R.P. (Georgia, USA)
"Just a short note of thanks for the library. I've only had membership for several days now but I already feel this is perhaps the most interesting compilation I have yet seen. Worth far more than the price of admission. The browser linked structure works well and makes it easy to manage such a large storehouse of information. It is rarely that I find something I like as much as this or that I feel strongly enough to write a note like this." ~ P.W. (Minnesota, USA)
Copyright © 1997-2016 Trans4mind Ltd