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.

The Rewrite

You can see the original copy and the revised copy in PDF format.

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!

Discuss this article in the Small Business Ideas forum.

September 24, 2007

Karon Thackston is owner of Marketing Words, Inc. a full-service copywriting company specializing in search engine copywriting. She is also publisher of the long-standing free ezine, Business Essentials. Karon is author and publisher of the popular Step-by-Step Copywriting Course, an e-course designed to teach sound and highly-effective copywriting techniques - including search engine copywriting techniques. With over 20 years of copywriting experience, Karon has contributed to the search engine and sales success of companies large and small including Gortons Seafood, Third Sphere Hosting and more.

Search Engine Guide > Karon Thackston > It's What You Say AND How You Say It, Part 2 of 2