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