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