~~~Search Engine Marketing Copywriting~~~
From: Takata
I'm writing in response to a web site I saw with your information on
how to optimize web sites, key phrases.
Well I have been on the net for about 7 months and have had no results
yet as far as sales go but did get some hits. I tried all kinds of
different types of advertisements for it. Am I missing the whole thing
of key words & presentations phrases?
Takata
~~~Heather's Response~~~
Hi, Takata,
If you are not converting, it's not because of your SEO campaign (or
future SEO campaign if you're just learning). The problem lies with
your site.
Your situation is not uncommon. Unfortunately, many clients
misunderstand SEO goals and believe that once their rankings improve,
so will their sales. However, the conversion process happens when
prospects hit your site. Just because you have a number one ranking,
doesn't mean your sales will skyrocket. In fact, your site's copy,
design and usability are what make prospects transform into clients.
Remember, you can lead a prospect to your Web site, but you can't make
him buy. If traffic is coming, yet you're not converting, here are
some places you could be losing your customers:
1. The writing doesn't entice your clients.
Who would you rather buy from: An excited, knowledgeable salesperson
who addresses your needs and demonstrates how he can help; or a bored,
clueless salesperson who provides zero information (and is zero
interesting to talk with)? Your Web site writing should be zippy,
enthusiastic and informational with a powerful call to action. If
you trade engaging copy for poorly written drivel, it's almost
guaranteed that your sales will nosedive. If the writing clunks,
create new copy in-house or hire a copywriter - immediately! For each
second that your site sucks, you lose sales.
Make sure that you're on the lookout for typos and other writing boo
boos. Your site may contain incredibly persuasive text - but if it
includes a number of mistakes, watch out. Typos and grammatical
errors scream, "we're not detail oriented nor professional," to a
target audience, and could sabotage your sale. Sure, mistakes happen.
But when the wrong form of "their" is used multiple times, it's time
for damage control.
2. Your site is impossible to navigate.
Have you ever seen a site where even the "order now" button is hard to
find? Or contend with a funky navigational scheme where finding the
page you need is as easy as finding Waldo? Savvy usability and strong
navigation will create a sales environment that persuades customers to
take action, and make it easy to buy from you. For more usability
information, check out Jakob Nielsen, the usability guru's site.
3. Your site looks and feels amateurish.
Take a look at your Web site. Does it scream, "I'm a reputable
professional?" Or, does it whimper, "I haven't been updated since
1997, so please excuse the homemade design?" You certainly don't need
all the bells and whistles, but updating your design image may be
exactly what the doctor ordered.
Be sure to make your design search engine friendly. Remember, most
customers are searching for information, and they don't care about
fancy graphics and animation (which could interfere with rankings).
When you combine a search engine-friendly design, killer copy and
flawless usability, you'll start converting those targeted hits into
happy customers.
Thanks for your question!
Heather
~~~Send Us Your Questions~~~
If you have questions about online copywriting or search engine optimization (or both!), just zip us an email to questions@rankwrite.com. We've had some folks ask if their question
was "too basic" to be printed - and you don't have to worry about
that! There are no "stupid" search engine optimization or copywriting
questions, so ask away!
