| Changing a few words in your copy can lead to | | | | |
| double-digit increases in conversions. If | | | | Once my list of benefits was completed, I |
| that sounds like a bunch of hype from an | | | | began relating these options to other |
| online infomercial, stick around and I'll | | | | kneeling chairs and to users of ergonomic |
| show you how it's done. | | | | computer chairs. I wanted to see which |
| | | | benefits on my list were unique in the |
| That's really all that happened with | | | | marketplace. I also wanted to know about the |
| Kneelsit.com, an Australian ergonomic | | | | users of these chairs. After all, the buyer |
| computer chair manufacturer. They had what | | | | is the center of the process and should also |
| would be considered a successful site with a | | | | be the focus of the copy. |
| continual stream of orders. All the basic | | | | |
| information was already included on the home | | | | My research revealed some of the reasons |
| page, but the owner felt as though something | | | | users would need an ergonomic chair and also |
| was not quite "there" yet. He wanted a fresh | | | | the biggest complaints about some of the |
| approach to the site's copy, so that's what | | | | current ergonomic designs. In addition, I |
| he received. And the results were simply | | | | discovered which benefits were common to |
| amazing. | | | | other ergonomic chairs and which were |
| | | | distinctive. |
| The Problems | | | | |
| | | | The Solutions |
| While Kneelsit had great rankings for their | | | | |
| key terms (normally #1 to #4 in popular | | | | Armed with the research results, I started |
| search engines) keeping those rankings high | | | | crafting the copy to speak to that one person |
| required some attention to the SEO piece of | | | | who was forced to sit at a computer all day, |
| the puzzle. Conversions, however, were not at | | | | in pain, and who desperately needed help. |
| their maximum. The business was not | | | | This person had tried several other computer |
| suffering, but it did have room for | | | | chairs before with little to no results and |
| improvement. So, after receiving a sample | | | | was getting skeptical about finding a |
| chair to use during the process, I set (or | | | | solution. |
| should I say "sat") out to work. | | | | |
| | | | I looked back over my list of benefits in |
| Once I assembled the chair and rolled it up | | | | search of the ones that would not be found in |
| to my desk, I kept a notepad nearby so I | | | | the competition's copy. I focused on one |
| could jot down benefits as I noticed them. In | | | | exclusive, patented feature (the axle design) |
| just a few days' time, I had a long list of | | | | and the fact that the chair was customizable |
| features and benefits to refer to. | | | | for every body type. |
| | | | |
| As I read over the original home page copy | | | | I laid out a plan for the new copy including |
| (which can be seen here: I noticed something | | | | keyword selection, keyword placement, |
| else. Many of the benefits I had on my paper | | | | benefits and key points to be mentioned. |
| were referenced (at least briefly) in the | | | | |
| original copy. Some were phrased differently | | | | Similar in many ways to the original copy, |
| than I would later phrase them, but most were | | | | the new version had some subtle, but |
| there. | | | | powerful, changes. The goal of the new copy |
| | | | was to show the true distinction of these |
| However, in this highly competitive industry, | | | | chairs by highlighting the most impressive |
| I wanted to be sure to keep the uniqueness of | | | | benefits. |
| the chair on the forefront. Visitors needed | | | | |
| to quickly see that the Kneelsit was superior | | | | I would also focus on incorporating |
| to other computer chairs available. The | | | | keyphrases in headlines and sub-heads (where |
| changing of some verbiage and providing more | | | | it made sense to do so) and throughout the |
| details in some areas would help keep | | | | copy. I had to pay careful attention to |
| visitors reading and help them easily | | | | making the copy sound natural, as I never |
| distinguish this chair from others on their | | | | want the SEO factors to overshadow the |
| comparison list. | | | | message of the page. |